4 Nov '16

Hygge moments

This Danish concept of hygge is gaining much interest right now and we think that this reflects a movement towards slowing down the pace of our lives. Of making time to create peaceful moments, with friends or by ourselves and to create a sense of cosy contentment as winter settles in.

Hygge is that relaxed feeling you get when you totally chill out – it can be with friends, family or yourself. It often involves a comfy sofa, a blanket and a warm drink. It can happen anywhere, and in London people want to enjoy hygge moments out in the city rather than being closed up at home.


Scandinavian pragmatism means that we adapt to the shorter nights by making the most of daylight. For Londoners, the winter months are a great opportunity to embrace the cold, fresh air by going for a walk in Regent’s Park, Hampstead Heath or along the South Bank and then taking a hygge moment. This might involve chilling out afterwards in a pub with a crackling fire and comfy seats – the kind where you can easily while away the afternoon browsing through newspapers or playing a board game with friends.

Hygge is also associated with kinship and this is prevalent throughout London’s neighbourhood restaurants where people are sharing food and happiness in the easy company of friends.

Cosy cafes are a big part of Scandinavian life and our Nordic Bakery coffee shops are carefully located near key hubs in London but tucked away from the noise of heavy traffic and bustle of crowds. The welcoming cabin-like feel created with our floor to ceiling natural pine wall, candles in Mariskooli bowls, cinnamon buns and cocoa provide a warm and peaceful atmosphere.

When it comes to food, the hygge concept is about the pursuit of everyday happiness rather than harsh abstinence and we’ll often accompany a coffee with a pastry, biscuit or piece of cake. In Denmark, Tebirkes (Danish pastry poppy seed rolls) are the Danish pastry of choice, enjoyed in much the same way as a croissant in France.

We love Tebirkes with a mug of warming Nordic Bakery cocoa – at this time of year, they remind us of home, happiness and hygge.