Proud stories - Wallpaper

Gabriella Karie, Wallpaper's global events manager at Time Inc, on the success of the magazine's 'Very Hygge' Christmas market.

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"Hygge – the Danish word that unites the qualities of cosiness, calm togetherness and the enjoyment of simple pleasures – has been on Wallpaper's radar for a number of years, so we were especially happy to see it become a buzzword last winter.

"To spread the spirit of Hygge and celebrate Copenhagen as winner of the 'Best City' category in the Wallpaper Design Awards, we brought the creativity, craftsmanship and cosiness of the Danish capital to London in December. In association with the Royal Danish Embassy, Danish architects 3XN and King’s Cross London, Wallpaper launched a ‘Very Hygge’ Christmas market.

"A section of Granary Square in King's Cross was transformed into a Wallpaper winter wonderland, carefully curated by a team of our editors and Denmark's finest designers. The market offered the best in Danish interiors, craft, fashion and food. Set in a pavilion designed by Danish architects 3XN, the market was inspired by both the Wallpaper asterisk and the complex structure of the snowflake.

"The pavilion consisted of a varied mix of Danish retailers including Georg Jensen, Hay, Skagen, to name a few. We also had a café offering Danish food, and Christmas trees were on sale with all proceeds going to a local charity. We also held a carol service with the Dania School in London.

"It was the first time Wallpaper has done a Christmas market, and it was a great way to introduce the brand to a wider audience and bring the best of Danish retail to the heart of London. Through this event, we captured the zeitgeist, and capitalised on increased interest in hygge to attract visitors to the market. The footfall was really impressive and the event was a huge success. We plan to do another market with the Embassy again."

View the full Brand Experience Report 2017 here, plus the top 45 agencies list

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