Danish Christmas ✕ Nouvelles Galeries Annecy
Bringing hygge into a retail destination
During the Christmas season, the Nouvelles Galeries Annecy sought to become more than a retail destination: a place to experience. In 2024, Denmark was the featured country.
Client brief
How can a commercial season be transformed into a desirable cultural experience?
Our response
Bringing a Danish mindset and culture to life for an entire season.
TETRO conceived and orchestrated a global experience where identity, space and programming converged to transform Nouvelles Galeries into a true winter destination.
Transforming a culture into a lived experience
We brought a powerful concept: hygge — a way of life centred on well-being, simplicity and togetherness. We translated it into space through an immersive and accessible experience, making tangible its promise of well-being, simplicity and togetherness.
Creating a cohesive world at the scale of a place
Outdoors, a forest of giant fir trees and northern lights transformed the site into an immersive Nordic landscape. Indoors, the glow of 200 candles and a warm atmosphere created a welcoming refuge in the heart of the city.
Creating a destination to experience
At the heart of the project, the Hygge House became a place to live rather than simply visit. A café, exhibition, library, games, pop-up stores and workshops combined to create a vibrant environment designed for slowing down, connecting and sharing.
Thinking of a place as an ecosystem of experiences
Beyond the opening event, we designed a living ecosystem where scenography, programming, content and hospitality all contributed to a single coherent experience. Each element reinforced the narrative and identity of the destination.
Orchestrating multiple timeframes
A flagship opening event, a month-long programme, recurring activations and permanent spaces: the project was structured to sustain attention and keep the experience alive over time. Nordic bathing, Danish cinema, storytelling sessions and free workshops offered visitors new reasons to return throughout the season.
By bringing together brand, space and content, TETRO did not create a decoration, but an ecosystem.
Website: Nouvelles Galeries Annecy
TETRO
Brice Robert, Kevin Deschamps, Richard Bord