Launching Hedvig in Denmark with a pop-up interior store in Copenhagen with a assortment of rare design – all for the prize of a home insurance.

Local profiles curated the assortment: kitchen ware by Frederik Bille Brahe, interior design objects by Celine Hallas and William Potts and art by Peter Amby and Last Resort Gallery.

The pop-up gained widespread attention, put Hedvig on the map within the Danish interior design and lifestyle community – and sold out within the first week.