Don't know if it's the light. Not sure if it's the juxtaposition of modern with old, the organic patterns with the solid man made, the too cool with the warmth of well loved homes. The composition. The story told through the lens. I love these shots for Marimekko by Finnish photographer Kaapo Kamu. Fun and light hearted. Simple but stylish. I think it's the mood he has created through the light. Real life. Beautiful.