A Cozy Expansion for a Beloved Avon Design Showroom
The evolution of Hygge Life and its newest showroom offerings
Photo: Courtesy of Hygge Life
Hygge, a Danish term, comes to life through a feeling of ease and cherishment, allowing one to exist mindfully in the present moment without a sense of rush. Avon’s beloved home design showroom, Hygge Life, is a testament to this philosophy. The brand’s purpose stems from a deep appreciation of the people and places that bring about a sense of comfort and tranquility.
Everything on the showroom floor exudes passion, excellence, and, of course, a story. Alexandra Gove, co-owner of Hygge Life, along with her life and business partner, Koen van Renswoude, explains that each piece is thoughtfully selected with the intent to last a lifetime. “Every piece has a story and a soul,” she says. “The Danes would say, if grandma spills a big glass of wine on a chair, then there’s a bit of her soul in it,” van Renswoude adds. “Things should live and be used.”
Photo: Courtesy of Hygge Life
The duo’s vision for Hygge Life’s showroom has continually evolved since its opening in 2017. Creating a café, adding more space for furniture and lighting pieces and hosting social events were only the beginning.
After a neighboring business moved away last year, Gove and van Renswoude decided to expand the showroom further by adding a gift shop and an interior styling service. Their vision was to nurture a space for the local community, visitors, and the design community. “We’ve always had a little bit of everything, but now we’re able to offer more products and price points,” van Renswoude shares. “The more space we have, the more fun we can have with it.”
Photo: Courtesy of Hygge Life
Throughout the shop, a sense of homecoming can be instantly felt. The atmosphere perfectly reflects Gove and van Renswoude’s passion for the hygge way of life. “Everything we pick is based on sustainability and quality,” Gove explains. In the gift shop, a unique and functional piece by designer Pia Wüstenberg sits decoratively atop a wooden table. Gove explains how Wüstenberg combined function and beauty, with the wooden piece, ceramic bowl and vase designed to be used in multiple ways.
Only pieces made with the finest fabrics, wood, leather, and other high-quality materials are offered in the showroom. Each embodies timeless design, with some pieces created in the last century. “Ninety percent of our products are made in Europe with generational knowledge, skill, and craftsmanship,” van Renswoude explains. Gove adds that Hygge Life has now become an intentional destination—to peruse, enjoy a coffee and ultimately relax. “There’s no need to rush,” van Renswoude assures. “We hope it can be a break in your day, a moment to have it hyggelig.”
Photo: Courtesy of Hygge Life
Photo: Courtesy of Hygge Life
Photo: Courtesy of Hygge Life
Photo: Courtesy of Hygge Life
Photo: Courtesy of Hygge Life
