The colored LED installations that illuminate the glass-enclosed Wunderland are but one factor that distinguishes the furniture and design gallery.
"Sometimes they're green, sometimes they're blue, sometimes they're red," Marte Kehoe says of the lights. "It puts this real soft glow throughout the store."
A dark-fleece resin ewe appears to graze outside the entryway during operating hours. "Everyone has a black sheep in their family, no?" Alice Koller suggests.
Kehoe, previous owner of Fig, and Koller, who has a design firm in Vienna as well, opened Wunderland earlier this year on the ground floor of St. Petersburg's Ovation Condominiums.
The location seems advantageous as construction of new downtown residences builds exponentially and as the nearby Sundial shopping area prepares to be fully open before the holidays.
Wunderland offers a full range of interior design services plus indoor and outdoor furniture, fine linens, art, accessories, chocolates and a multitude of coffee table books, even handmade children's toys.
There's also a hand-forged iron-crowned canopy bed from Jan Barboglio and wallpaper and pop-art portraits such as Red Deneuve from Andreas Reimann.
"We have some really fun, fabulous things," Kehoe says, leading clients to choose among varying silhouettes and textures.
Koller emphasizes the idea of "concept," with the two women helping patrons to define signature styles. Much of what they offer comes from Europe, she said.