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

Art Direction:

Alex Wyatt

Celia Petconi

Copywriting: Neel Aery