It's all about Hygge
Hygge means to spend time with someone you love, in a house full of light and items you like and that bring you joy everytime you get in contact with them. Hygge cannot be purchased or created by hand.
It's simply the nordic idea of happiness and satisfaction that can only be found at home.
Every single item is conceive, designed and produced with the precise purpose of recreating in every household the intimacy and the nordic way of living, the possibility of feeling comfortable while drinking a cup of tea or reading a book as a result of the pleasure of living. At the end that's exactly the meaning of life.