hjem

A Homey Getaway From The Madding Crowd.

Hjem — meaning ‘home’ in Norwegian — emerged from Co-Founder Elin Fu’s reminiscence of her life in the small southeastern town of Hamar in Norway. Through good, nutritious food and irresistible coffee, Hjem aims to be the go-to for an authentic Nordic experience. Wherever you’re from, you too will find a piece of home in this space of respite and calm.

House of Forme worked with hjem on their brand concept, identity design, collaterals development, website, interior design and FF&E for their first cafe in Hong Kong.

Purposeful Simplicity.

Hjem’s branding and interior design is an exercise in purposeful simplicity. The brand’s iconic burgundy was inspired by Norwegian rooftops, in which mini roof shapes are also embedded in the brand mark. Complimented with modern Scandinavian interiors fused with mid century touches, the cafe’s minimalist design is enriched with thoughtful use of local, natural materials, that reflect the high-quality Nordic coffee and food the brand is dedicated to serving.

A Nordic Palette.

Greeted by a warm wooden facade with rustic white bricks and classic pull up windows, the cafe immediately becomes a separate space from the busy streets of SOHO. Inside, the space is airy and bright, featuring rough plaster walls, herringbone smoked oak floors, miniature subway tiles and restrained furnishings. Creating an atmosphere unlike any other cafes in the surrounding neighbourhood.

Simplistic, Authentic, Warm, Paced.

Guests are welcomed to sit cosily across the open floor plan or at the bar where they can appreciate the intricate hand drip. At the back, a more intimate room can also be found, wrapped with custom teak panels that is illuminated by a paper pendant. Complemented by ceramic tableware and vases, the space echoes the brand’s purpose to create a space for guests to reclaim time and foster purposeful relationships. Making Hjem, their true home away from home.