Swedish insurance start-up Hedvig is offering a piece of contemporary or vintage furniture to those who buy a home insurance policy from its pop-up shop in Copenhagen. Named Hedvig Goods, the temporary shop was designed by Danish architecture and design studio Atelier Axo, which also curated the furniture selection in collaboration with local creatives including collector Peter Amby, chef Frederik Bille Brahe and interior stylist Céline Hallas.
The 100 pieces (available on a first come, first served basis) includes design by the likes of Cassina, Memphis Milano, Gaetano Pesce, Nanna Ditzel, Tableau and more. The selection comprises furniture (from chairs to storage furniture), lighting and smaller objects such as ceramics and glass vases, and the eclectic mix is enriched by artworks and displayed in an immersive environment that recreates the experience of a modern home.
Desk by Studio Amanda Lilholt, and stools by Thomas Blachman. The lamp is ’Grevie’ by Lars Bessfelt
A start-up offering home and all-risk insurance since 2018, Hedvig operates in Sweden, Denmark and Norway, and is particularly tailored to younger generations, with the majority of its customers being under 30. ‘Signing up for and having to use your home insurance is usually something that people dread doing,’ says Ermir Peci, Hedvig brand design director. ‘We want to change that by creating an insurance that is easy to use, but we also want to challenge the image of what a modern insurance company is.’ The brand asked the curating Copenhagen creatives to choose modern pieces to convey a sense of home, pieces ‘that embody the feeling we want to associate with our home insurance’.
Describing the Copenhagen pop-up, Rose Hermansen and Caroline Sillesen, the duo behind Atelier Axo, say: ‘We have tried to create a welcoming and cosy atmosphere to invite visitors to reflect on the role their home plays in everyday life. Home is an intimate space for retreat and a place where body and mind connect with surrounding objects.’
The ‘X Line’ chair by Niels Jørgen Haugesen in white, with a mirror by Atelier Hjorth-Rohde. Andrés Reisinger's artwork from the series Memories, 2020, is on the wall on the way upstairs
Furniture includes the ‘Judi’ armchair by Sofa Company (centre); a chair by Niall O’Flynn (right); and ‘Hill House Chair’ by Charles Rennie Mackintosh (back). On the wall are two artworks by Camille Hernot titled Insatiable Europe, while on the windowsill are vintage candle holders from Sweden and a Murano ‘Mushroom’ lamp
A vintage table setting including a glass by Nikolaj Mentze, marbled plates by Francesco Fasano, and a knife from Parceval. The chair is by Børge Mogensen
Blue rug by Nordic Knots x Tableau, table lamp by Olivier Villatte, and a vintage dresser selected by Atelier Axo
INFORMATION
Hedvig Goods is open until 3 July 2021
hedvig.com
ADDRESS
Pilestræde 35
Copenhagen
Denmark
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