Insurance company Hedvig offers design piece with every policy

Swedish insurance start-up Hedvig has launched the initiative, available on a limited basis, with a pop-up shop in Copenhagen, in an attempt to change perceptions of home insurance

Left, a kitchen top with a pasta maker and wooden fresh pasta drying rack, on the shelves are white ceramic pots and hanging is a silver cone-shaped lamp. Right, a wooden chair with blue upholstery and an oval freestanding mirror
Hedvig Goods is a pop-up store offering vintage furniture and objects, as well as contemporary design pieces, to anyone buying a home insurance policy. It is operated by insurance start-up Hedvig and curated by local creatives. Left, the selection includes kitchen utensils and ceramics curated by chef and entrepreneur Frederik Bille Brahe, including vintage Japanese ceramic pots (on the shelf), and a mug by Tyler Hays for BDDW. Right is Yaso Sasamoto’s ‘Dulton Body Mirror’, as well as unknown vintage pieces selected by designer William Potts
(Image credit: press)

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. 

A partial view of a dark brown desk with an upright wooden lamp with a white frame standing on it. Two stool chairs with a red base adjacent to the desk.

Desk by Studio Amanda Lilholt, and stools by Thomas Blachman. The lamp is ’Grevie’ by Lars Bessfelt

(Image credit: press)

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.’

A white chair on white floor. Over the chair is a mirror with wooden scalloped frame, and on the left is an artwork featuring a pink piece of paper on white background

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

(Image credit: press)

A cozy living room featuring a white upholstered chair and large window overlooking trees

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

(Image credit: press)

A close up of a table setting on a dark wooden table, with white and green marbled plates, silver cutlery and one glass

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

(Image credit: press)

A corridor with a blue rug, light blue chest of drawers with a blue table lamp on top

Blue rug by Nordic Knots x Tableau, table lamp by Olivier Villatte, and a vintage dresser selected by Atelier Axo

(Image credit: press)


Hedvig Goods is open until 3 July 2021


Pilestræde 35 


Rosa Bertoli was born in Udine, Italy, and now lives in London. Since 2014, she has been the Design Editor of Wallpaper*, where she oversees design content for the print and online editions, as well as special editorial projects. Through her role at Wallpaper*, she has written extensively about all areas of design. Rosa has been speaker and moderator for various design talks and conferences including London Craft Week, Maison & Objet, The Italian Cultural Institute (London), Clippings, Zaha Hadid Design, Kartell and Frieze Art Fair. Rosa has been on judging panels for the Chart Architecture Award, the Dutch Design Awards and the DesignGuild Marks. She has written for numerous English and Italian language publications, and worked as a content and communication consultant for fashion and design brands.