Tension: There’s an unprecedented event happening every week.
Key Insight: For Gen Z, being cozy has become an emotional survival mechanism.
Big Idea:
HYGGE (HYOO-GUH)
Hygge is a Danish idea about shared comfort- slowing down, feeling present, and enjoying simple moments together.
STOP, DROP, & HYGGE DOME
An immersive installation with evolving projections, and relaxing nature sounds, designed as a post-work space where people can unwind and enjoy a Tuborg.
TUBORG BAR
Tuborg merch