Hygge (hoo-ga) is Danish for cozy

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A Very Sweet Makeover

March 15, 2016

We were truly honored to have our wallpaper be a part of this lovely makeover for the sister of Joanna Goddard over at A Cup of Jo. Joanna worked with Jenny Komenda of Little Green Notebook to transform her sister's home and give it new life after the death of her husband.

The entire space is just so beautiful. Thanks for including us, Joanna and Jenny!

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Introducing our Paper Fashion Collection!

March 14, 2016

We're so excited to share our newest wallpaper collection designed by Katie Rodgers of Paper Fashion - 3 patterns in both bold and feminine colorways!

Moons - so magical!

Her signature Shadow Dancers!

And roses dance to life with this Rose Dancer pattern... Happy Monday!


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filed under: H&W Updates Wallpaper & Inspiration

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Pattern Players: Eric Dayton of Askov Finlayson

March 04, 2016

With one half of our founding team based in Minnesota, we feel a strong connection to and love for this unique part of the country. Although traditionally known for its cold, snowy winters, stunning landscape, and year-round embrace of the great outdoors, this northern territory is also home to a thriving creative community of industrious and highly skilled talent. And with extraordinary talents like Eric Dayton of Askov Finlayson leading the charge, Minnesota and its neighbors in the beautiful American North are taking the design world by storm.

Along with his brother, Andrew Dayton, Eric has perfectly captured the essence of this special region in the carefully crafted and curated Askov Finlayson brand. We're so in love with their nature-loving, adventure-awaits aesthetic that we knew we had to find a way to translate it into wallpaper. The result is quintessentially hygge with a distinctly northern midwest twist. We caught up with Eric to find out a little bit more about what inspired these designs, how he finds hygge during cold Minnesota winters, and more. 

Hygge & West: When we think of Askov Finlayson, we think of the rugged outdoors and all things north, both of which are represented in your new H&W patterns, Snow and Wood. Why did you choose these particular motifs and what inspired the color ways?

Eric Dayton: Knowing that this collaboration would come out in February, I started with our winters for inspiration. I wanted one design that represented the cold, and then one that represented warmth. Both came from a very nostalgic place for me, drawing on childhood memories of snow days and roaring fires. And it's the same experience of growing up in Minnesota, and living here now, that inspires Askov Finlayson. Anyone who has been to our flagship store in Minneapolis might notice other connections, like the deep teal blue of our store's millwork that we used for one of the stacked wood colorways.

H&W: How do you envision your wallpapers being used? Who is the person you had in mind when designing them?

ED: When my wife and I recently moved, we designed our new home together. And there were plenty of conversations about wallpapers and fabrics she liked, but that felt too feminine to me. So I thought about guys like me when developing these patterns, but also my wife. I wanted something that would appeal to women, but that would feel relevant to the guy at the same time. And I think we struck that balance.

H&W: Mother nature is the ultimate pattern player - some of the most beautiful designs can be found in the great outdoors! What clues from nature do you think people can take when using pattern at home, in their wardrobe, etc.?

ED: Too often people are afraid of layering pattern, but if you look at the world around us, it's layer upon layer of color and texture. One of my favorite sources of inspiration is the design firm Svenkst Tenn in Stockholm, which is famous for the work of Josef Frank. Most of his patterns are inspired by nature, and they manage to be bold and elegant at the same time. 

H&W: We love how you've taken the concept of the North as a geographical location and turned it into a symbol for hard work, creativity, and embracing the outdoors all year long. What is it about that cold Minnesota air that you think breeds creativity?

ED: There's an old adage that creativity is born out of constraint, and I think our Northern culture is a great example of that. There's something about living in a place that presents you with challenges that brings out the best in people, which in Minnesota manifests itself as creative thinking, work ethic, and a sense of camaraderie. I can't imagine living anywhere else.

Wide shot and detail of Nethercote in Eric's restaurant, The Bachelor Farmer

H&W: 'Hygge' (pronounced hoo-ga) is a Danish word that loosely translates to 'cozy.' As one of the North's biggest proponents, what small pleasures, treasures, or places bring hygge into your (often snowy) world?

ED: I'm very lucky to have a wood-burning sauna at home, and it's one of my favorite places in the world. When I go inside and close the door, I'm completely transported. The combination of intense heat and total silence is very powerful; it clears the mind as well as the body. 


Post by Melissa Andersen

filed under: Pattern Players

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Askov Finlayson Pre Party

March 03, 2016

Here are some photos Aimee took before our press preview party at Askov Finlayson last Friday. I can't wait to go see all the wallpaper myself. Initial reports are that is looks AMAZING.

Snow (Ebony) looking, yep, AMAZING.

Ditto re Wood (Cream).


And selfied!

Post by Christiana

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New! Askov Finlayson for Hygge & West

February 26, 2016

Our second Boutique Collection is here! It was designed in collaboration with Minneapolis-based menswear brand and retailer Askov Finlayson and reflects their unique Northern sensibility with prints referencing snowy winters and the warmth of a good fire. With their distinctly masculine take on hygge, Askov Finlayson has inspired a collection that is at once nostalgic and timeless.

We had a little reception at Askov Finlayson this morning to celebrate the launch. Pics to come!

We think Snow and Wood will both bring a unique, cozy vibe to any space and personally can't wait to get them on our walls!


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filed under: H&W Updates

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Underwater World in the East Bay

February 25, 2016

A friend of a friend (and now a friend) used our Underworld Wallpaper in her powder room, so when the opportunity came about to finally meet up, I jumped on the chance to do so, oh and then to immediately take photos of her wallpaper handiwork.

She did a great job. I just love this pattern and these colors.

It's Archie the dog approved too. Bonus points. So nice to meet you, Jocelyn!

Post by Christiana

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Pattern Players: Emily Isabella

February 23, 2016

When we think of playful pattern, we immediately think of our friend and H&W wallpaper designer, Emily Isabella. Emily is a designer and illustrator based in New York's Hudson Valley, just north of New York City. Her colorful, whimsical, and unmistakable style celebrates the little joys in life and was very much informed by her dreamy rural upbringing. Seen on wallpaperfabrics, books, home goods, and more, Emily's cheerful outlook is wonderfully contagious.

When we approached Emily about creating a collection for us, we knew that she would make magic - and she totally has! From her fantastical Circus to her sweet Strawberries, her playful Sketchbook Floral to her folksy Otomi (a H&W longtime bestseller!), Emily's patterns add a mega dose of happiness to any space they're in.

Sketchbook Floral (Gold)

Hygge & West: Flora and fauna seem to play a big role in your designs. What is it about the natural world that inspires you?

Emily Isabella: I grew up on 40 acres in rural Wisconsin. Half of it is forest and the other half is a wildflower prairie. My parents encouraged us to explore nature on our own and let it guide us. I'm sure that growing up in this environment fueled my love of plants and the relationship they have with animals. I love the Albert Einstein quote, "Look deep into nature, and then you will understand everything better." It's true!

Otomi (Taupe)

H&W: What was the inspiration behind your designs and colorways for your Hygge & West patterns? How do you envision them being used?

EI: The inspiration for my H&W wallpaper is quite varied. In designing wallpaper, I usually think about my audience first and then I backtrack to try to figure out what niche I could fill for them. An important thing to think about when designing wallpaper is that you want the design to be broad enough to appeal to a variety of different markets and spaces. The same goes for the colors. Color choice in wallpaper is so important in reaching different markets. The design transforms itself depending on the balance and distribution of color. For example, my Otomi print looks wonderfully calming in the taupe color (perfect for a nursery)  but bold and wild in the red (perfect to spice up a restaurant accent wall). 

H&W: Your designs and color palette have a very distinct look that's unmistakably you. How were they informed or shaped, and who do you think is the person that they speak to most?

EI: I have a very clear idea of who I am and what I like and I do my best to stay true to myself in my work and personal life. This manifests itself in the way I dress, the colors I choose for my home, and the way I choose to live. Inspiration for my work comes directly from my experiences. It's a pretty simple equation of producing work that appeals to myself and in turn, I think I attract people who have similar tastes. I think those people likes things that are feminine yet classic, soft but with a bit of a wonky edge. They are spirited, playful, and and aren't afraid to take risks. 

H&W: We're all obviously big pattern lovers, whether it's on our walls or in our wardrobes. What are your tips and tricks for using pattern successfully both in your art and in your everyday life?

EI: I love when patterns successfully mix. It makes such a bold and confident statement. Have you ever noticed the way Matisse mixes patterns in his paintings?  He uses so many patterns and colors but they are always grounded with splashes of neutrals and black and white. 

Strawberries (Blush)

H&W: You talk about delighting in the every day - how do you think your work embodies that mentality and how do you practice it in your everyday life?

EI: I think it's important to appreciate small moments. We live in a tough world with a lot of sludge to sift through and I find strength in taking time to indulge in ordinary tasks and find significance in the mundane. 

H&W: 'Hygge' is the Danish concept of coziness. Where and how do you find hygge in your life?

EI: My life has been very cozy for the past two years. My husband and I (and cat) live and work in 200 square feet! Our home is basically one cozy nook (some days it's a little too cozy) but I love coming in from a brisk walk to our tiny little space. 

Emily's illustration of her studio

H&W: What are the things that you think every home needs to be cozy? 

EI: Color can dictate the coziness of a house. Calming colors make for a cozy mood. I also think having objects of purpose and meaning help to elevate the coziness factor of your home. A home that is lived in and personal will immediately feel more inviting. 

H&W: If you could live in any other time or place - real or fictional, past or present - when and where would it be and why?

EI: I would have loved to live in small town America during the '30s and '40s. I think of that era as a difficult time for our country but full of determination and camaraderie. I'm sure I romanticize it but I think it would be an inspiring time to live in, especially for women. But mainly, I dream about what it was like to go out dancing back then and the style of that era is definitely up my alley. I love a good pair of high waisted trousers...

Otomi (Red)

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