Scandinavian Design in Vail Valley
Hygge Life is a design showroom and café in Avon, Colorado, founded by Alexandra Gove and Koen van Renswoude. Their story spans from Vail to Amsterdam and back, drawing from Northern European living to define their approach to home, hospitality, and design. Over several visits, I photographed the space and spoke with the founders about how they bring the concept of hygge—cozy, connected living—into every detail of their work.
BL: To tell the story of how Hygge Life came to be, can you first start with your love story—how you met and how you ended up living together in Europe?
HL: Our story started in Vail, Colorado. We met and fell in love in this charming ski town, and a year later moved to Amsterdam, Koen’s hometown. I became fascinated by the warm and intimate interiors in Northern European homes—that discovery planted the seed for Hygge Life. We spent time traveling in our “Hygge Bus,” selling Dutch pancakes, and eventually returned to Colorado to open our showroom in 2017.
BL: In your own words, how do you define the Danish concept of hygge?
HL: In Danish, hygge (hoo-ga) is a noun, verb, and adjective. It describes comfort and connection in the everyday—moments spent with loved ones, surrounded by meaningful objects. Rather than just “coziness,” we see it as the appreciation of what makes us feel at ease. Hygge design isn’t about perfection—it’s about creating spaces that are sensory and warm.
BL: How did your combined experiences shape the concept and vision behind Hygge Life?
HL: Koen comes from a hospitality background, so he focuses on the guest experience. He created the Café, Sauna Saturdays, and the Hygge Dinners. I lead the creative direction and sourcing. I’m drawn to soulful design and storytelling, so I bring in pieces that are both beautiful and intentional. We spend a lot of time together—it works because we still love each other!
BL: How do you ensure that the products you select promote meaningful living?
HL: We’re very intentional with what we bring in. Each object has a story—it’s not just about aesthetics. It needs to be functional, well-crafted, and meaningful. We love sharing the background of each piece, and our hope is that people truly connect with something before bringing it into their home.
BL: Beyond architecture, how do furnishings and decor contribute to the narrative of a home?
HL: We believe life is made up of meaningful moments. Design can set the stage for those moments. It’s not about decorating to perfection—it’s about surrounding yourself with objects that reflect your values, your memories, and the people you love. A hygge home evolves with you.
BL: What aspect of your work excites you most on a daily basis?
HL: When someone discovers the showroom and is surprised by what they find—that’s the best part. Watching people linger in the space, have a coffee, and enjoy the atmosphere reminds us why we do this. We love creating small, joyful moments for others.
BL: Do you foresee any exciting new changes coming for Hygge Life?
HL: Our biggest upcoming project is our first real child—due at the end of the month! Beyond that, we have a container of new product arriving from Copenhagen this summer with exciting new brands and pieces. The shop will feel refreshed and full of inspiration.
BL: Last one—it’s a cozy Sunday morning at home. What music are you playing?
HL: Hermanos Gutierrez, José González, and The Tallest Man on Earth are always on. Jack Johnson is a Sunday favorite too, especially while making pancakes.