The Viking Hygge block is what you might expect to get if you order a creative concept from Concept That. A mixture of a pitch and a moodboard, born from preliminary research and ideation, from sifting through historical sources and modern trends.
The types of questions typically posed and addressed while working on creative concept are:
The types of questions typically posed and addressed while working on creative concept are:
- core business idea and conceptual solution
- customer/problem fit
- references to inspiring projects and similar businesses
- key architectural decisions
- potential locations on where to land the project
- ideal user profiles
- preliminary product line and user experiences
- possible partners
Creative Concept example
Viking Hygge
What happens when history meets comfort?
Most people have, at some point, dreamed of traveling back in time.The idyllic countryside we imagine is shaped by our idealised perceptions of pastoral life.
A true historical journey, however, would confront us with challenges. People in the past lived far less comfortably than we do today. On a practical level, the romance of history quickly fades — as the author of these lines can attest, having spent six months on a survival experiment living in the conditions of Medieval Rus.
History, after all, lacks comfort.
At the opposite end of the spectrum are modern high-end hotels, offering curated living experiences. They’ve evolved to create comfort tailored to the individual. But truth be told, they’ve become uninspiring, leaving no lasting impression. There’s nothing truly unique about them anymore.
What if we combined the raw intensity of history with the contemporary standards of comfort? And no, we’re not talking about a themed hotel with distressed furniture and paintings on the walls. Nor are we talking about an open-air museum where you can rent a historical house.
Make yourself comfortable and set aside 20 minutes to explore this page. Here, we’ve put together a study packed with illustrations and references from various sources.
A true historical journey, however, would confront us with challenges. People in the past lived far less comfortably than we do today. On a practical level, the romance of history quickly fades — as the author of these lines can attest, having spent six months on a survival experiment living in the conditions of Medieval Rus.
History, after all, lacks comfort.
At the opposite end of the spectrum are modern high-end hotels, offering curated living experiences. They’ve evolved to create comfort tailored to the individual. But truth be told, they’ve become uninspiring, leaving no lasting impression. There’s nothing truly unique about them anymore.
What if we combined the raw intensity of history with the contemporary standards of comfort? And no, we’re not talking about a themed hotel with distressed furniture and paintings on the walls. Nor are we talking about an open-air museum where you can rent a historical house.
Make yourself comfortable and set aside 20 minutes to explore this page. Here, we’ve put together a study packed with illustrations and references from various sources.
Concept
Rugged yet alluring Scandinavian hygge. Houses made of wood, glass, and turf. Shared spaces — a longhouse and a barn filled with historical artifacts. There is abundant nature and seclusion all around.
This project follows the principle of location autonomy, creating a self-sufficient and comfortable infrastructure.
This project follows the principle of location autonomy, creating a self-sufficient and comfortable infrastructure.
Values
Comfort
- Warm in winter, cool in summer
- High-quality service and attention to detail
- Delicious and healthy food
- Wi-Fi, electricity, utilities
- Cozy rooms
Experience
People in the project are guides to the past, not entertainers. Through knowledge and artifacts, they deliver an authentic experience to the guests.
People in the project are guides to the past, not entertainers. Through knowledge and artifacts, they deliver an authentic experience to the guests.
Viking Era
The 10th century AD: Authenticity is preserved through architecture, people, and accurate replicas of historical artefacts. This is a reimagined Viking-era aesthetic.
The 10th century AD: Authenticity is preserved through architecture, people, and accurate replicas of historical artefacts. This is a reimagined Viking-era aesthetic.
Nature
- Sustainability
- Construction using local, recycled, and sustainable materials
- Immersion in nature
- Organic farming
INSPIRING
PROJECTS
PROJECTS
Harmony
Urnatur in Sweden inspired us with its forest houses set on stones, creating authentic synergy with nature.
Notably, even without a historical focus, this hotel offers guests a sought-after authentic experience — for example, drinking water from a stream or brushing teeth with charcoal.
Authenticity
The past can be both competitive and captivating. We draw inspiration from the aesthetics of Europe’s finest open-air museums, such as Ukranenland in Germany. This project stands out for its love of detail, precision, and a carefully crafted narrative.
In historical construction, surface treatments are crucial. The texture of materials greatly influences how authentic something feels, even for those who wouldn’t recognise a genuine beam from a modern knock-off.
The aim is simple: to make people believe they’re truly in another time. And that’s only possible by paying proper attention to the little things that might seem, at first glance, entirely trivial.
The aim is simple: to make people believe they’re truly in another time. And that’s only possible by paying proper attention to the little things that might seem, at first glance, entirely trivial.
Comfort
Glamping at La Honda in California or the Shanti Mani Hotel in Cambodia highlights the importance of comfort amidst nature. While they reflect entirely different stories and eras, they share the values of our project and serve as a source of inspiration.
To fully immerse oneself in historical details without fear, a person needs a safe zone with a familiar level of comfort. It’s much more enjoyable to wade through a swamp searching for iron ore when you know a hot shower awaits you in the evening.
Where Could Such a Project Be Located?
To ensure the feasibility of the concept, we researched whether there are accessible plots that would suit it well. This is a reality check.
Before starting the search, we first outlined the criteria the site should meet.
Before starting the search, we first outlined the criteria the site should meet.
An interesting landscape with water, forests, ravines, and hills to create diverse experiential locations. For example, a fisherman’s smokehouse on a riverbank slope or a hunter’s cabin in a forest hollow.
Minimal urbanization and visual distractions, or their complete absence.
Harmony with the project’s theme. Northern nature aligns organically with the Viking concept.
Good environmental conditions, with rich flora and fauna.
A spacious plot. Typically, 10 hectares may suffice, but in some cases, 100 hectares might be necessary, depending on specific features.
Legal feasibility for construction. Even with the project’s ecological focus, building restrictions should be manageable.
Technical conditions for connecting to the electricity grid. While modern amenities can be made autonomous, access to the grid enhances project feasibility.
An accessible road suitable for passenger vehicles. A positive experience begins the moment guests arrive.
Minimal urbanization and visual distractions, or their complete absence.
Harmony with the project’s theme. Northern nature aligns organically with the Viking concept.
Good environmental conditions, with rich flora and fauna.
A spacious plot. Typically, 10 hectares may suffice, but in some cases, 100 hectares might be necessary, depending on specific features.
Legal feasibility for construction. Even with the project’s ecological focus, building restrictions should be manageable.
Technical conditions for connecting to the electricity grid. While modern amenities can be made autonomous, access to the grid enhances project feasibility.
An accessible road suitable for passenger vehicles. A positive experience begins the moment guests arrive.
Suitable locations were identified in Norway, Sweden, and the United Kingdom. However, finding land for such a concept in Germany and Denmark proved to be quite challenging. That said, appropriate plots do exist, and they are not as rare as one might think — it’s just a matter of searching.
Norway
The environment and conditions are authentic to the Viking theme. In addition to authenticity, this is the setting people imagine when thinking of Vikings.
Norway has many beautiful plots with truly stunning views. There are plenty of options where you can buy a small hotel made up of cottages by the sea — sometimes it’s easier to renovate an existing business than develop a plot from scratch.
Norway has many beautiful plots with truly stunning views. There are plenty of options where you can buy a small hotel made up of cottages by the sea — sometimes it’s easier to renovate an existing business than develop a plot from scratch.
- Viking life experience in conditions as close to the original as possible, thanks to the authenticity of the location.
- Large bodies of water to explore the theme of boats and expeditions. The journey to the island itself is an adventure.
- Excellent ecology and breathtaking views, minimally affected by urbanization.
- The historical and ecological approach of the project aligns with the existing regulations in the country for such locations.
Sweden
The country is rich in forests and historical heritage. The value lies in the proximity of housing to nature and its integration. Even an ordinary estate here can have its own history. For example, the Bondstugan house in the south of the country. In such a location, there is no need to invent the setting — a smokehouse might have been built a hundred years ago in the perfect spot. All we need to do is give it the historical texture of the desired era.
In general, Sweden offers no shortage of large forest plots with existing residences — it’s possible to search and find. While the views may not be as breathtaking as in Norway, there are still plenty of people who appreciate this kind of nature.
In general, Sweden offers no shortage of large forest plots with existing residences — it’s possible to search and find. While the views may not be as breathtaking as in Norway, there are still plenty of people who appreciate this kind of nature.
- Large forest plot with firs, oaks, and pines that can be used for building historical locations.
- Opportunities for hunting deer, moose, wild boars, and small game.
- Areas for grazing livestock and fields for cultivation.
- Water bodies with fish and crayfish.
- A former water mill once stood on the plot, which can be reconstructed.
United Kingdom
The island of yew trees. Over time, it has been used as woodland, pasture, a deer breeding ground, and a residential estate.
In the UK, finding land is more challenging than in Norway and Sweden, due to more legal restrictions. However, it is still possible to find suitable plots. In Scotland, there are more suitable properties for sale compared to the rest of the country.
In the UK, finding land is more challenging than in Norway and Sweden, due to more legal restrictions. However, it is still possible to find suitable plots. In Scotland, there are more suitable properties for sale compared to the rest of the country.
- Four existing buildings
- A sense of pristine nature and impressive views
- The island literally breathes history. For example, the Vikings dragged their ships here by sledges
REFERENCES
Where to Stay
Renting homes in this project will be a key revenue generator, so the focus should be on developing their style and interiors.
Nordic style and references to the Viking era in details, finishes, and interiors. The homes will be modern and comfortable inside, while harmoniously blending with nature on the outside.
The project must combine history, authentic materials, panoramic glazing, and modern design. It’s time for new solutions.
Local materials are sustainable and adapted to the local climate. Their traditional use is not only trendy today but also practical. Modern architectural and design trends now allow us to use historical experience, not out of necessity, but with intention.
Nordic style and references to the Viking era in details, finishes, and interiors. The homes will be modern and comfortable inside, while harmoniously blending with nature on the outside.
The project must combine history, authentic materials, panoramic glazing, and modern design. It’s time for new solutions.
Local materials are sustainable and adapted to the local climate. Their traditional use is not only trendy today but also practical. Modern architectural and design trends now allow us to use historical experience, not out of necessity, but with intention.
Viking 'A-Frame' tents— As They Should Be
A modern interpretation of the Viking-era tents. Exposed wooden beams and traditional carvings coexist with contemporary furniture, energy-efficient appliances, and smart home technologies. History meets comfort while preserving the spirit of the Viking era.
Historically, 'A-frames' were quick-to-build, temporary shelters for sailors and hunters – very simple, "spartan" dwellings. They need to be significantly reworked to create a comfortable home.
Historically, 'A-frames' were quick-to-build, temporary shelters for sailors and hunters – very simple, "spartan" dwellings. They need to be significantly reworked to create a comfortable home.
Sanitary Blocks
Private bathrooms for each room, featuring modern showers and toilets. These are compact and styled after turf houses from Iceland. The facilities include sustainable water supply, rainwater collection, and off-grid sewage systems. These buildings are a great example of off-the-grid design.
By using earth and turf, we can conceal the utilities and technical equipment, blending them seamlessly with the surroundings.
Bathhouse
While Spa industry invents new and unusual treatments, a historical bathhouse offers a unique experience all on its own. This is an example of how history and modernity can seamlessly blend together.
Art Objects
Objects that people will interact with and photograph.
Public Spaces
Open spaces with natural materials.
Communal Scandinavian-style houses, for example, can become excellent public spaces for 30-50 people.
Communal Scandinavian-style houses, for example, can become excellent public spaces for 30-50 people.
Landscape Design
A comfortable environment that takes into account the climate and different seasons: street lighting, pathways and bridges, bins, benches. Everything is designed in the overall style of Scandinavian history.
EXPERIENCE
Expertise
Within the Viking setting, there are many things worth telling and participating in, such as boats, craftsmanship, and forest and water trades.
We want to tell guests about the past and its artifacts in the same way Ray Mears does—guiding them into the past through curiosity and tactile experiences.
Since we aim to create an authentic historical experience, it is essential to tailor it for each guest. Starting with the importance of what they encounter at the beginning of their journey, even on the way to us, and ending with how we help unlock their own creative and exploratory potential.
How many people would love to try building something in the forest with their own hands and test advice from bloggers like Mike Pullen?
We want to tell guests about the past and its artifacts in the same way Ray Mears does—guiding them into the past through curiosity and tactile experiences.
Since we aim to create an authentic historical experience, it is essential to tailor it for each guest. Starting with the importance of what they encounter at the beginning of their journey, even on the way to us, and ending with how we help unlock their own creative and exploratory potential.
How many people would love to try building something in the forest with their own hands and test advice from bloggers like Mike Pullen?
Culinary Arts
Through our kitchen, we aim to offer visitors a unique experience that shapes their impressions.
Modern urban dwellers have almost entirely lost touch with the understanding of where food comes from.
Here’s how we approach it:
Modern urban dwellers have almost entirely lost touch with the understanding of where food comes from.
Here’s how we approach it:
Every day, breakfast will be prepared over the hearth in the longhouse.
In the warmer season, a summer kitchen will operate, where authentic methods are used to prepare historical dishes, changing daily. A small barbecue area will be available for every 3-4 houses, offering a hands-on culinary experience.
In the warmer season, a summer kitchen will operate, where authentic methods are used to prepare historical dishes, changing daily. A small barbecue area will be available for every 3-4 houses, offering a hands-on culinary experience.
Bushcraft
Interaction with nature and the ability to live in harmony with it, rather than surviving or dominating it, is an essential part of Scandinavian philosophy and Viking culture.
Does everyone today truly know where their meat comes from?
Is it true that the hunter's philosophy is more humane than that of a city dweller?
What tools are essential to know about and how should one use them?
The simplest things, such as building a fire in a winter forest, are incredibly rare experiences for most people today. Would you want to experience that? And how can it be done without freezing and with positive memories to take with you?
Does everyone today truly know where their meat comes from?
Is it true that the hunter's philosophy is more humane than that of a city dweller?
What tools are essential to know about and how should one use them?
The simplest things, such as building a fire in a winter forest, are incredibly rare experiences for most people today. Would you want to experience that? And how can it be done without freezing and with positive memories to take with you?
Historical Fishing
Whether in summer or winter, catching fish with simple, natural gear and preparing it by your own hands in a smoker—an adventure in the spirit of hygge. The contemplation and authenticity of the experience create the perfect atmosphere.
Who Could Visit Us?
Honestly, we'd all love to build our own village in a quiet, suitable place, based on our own concept, where we could spend time with friends and families. In many ways, we are guided by our own preferences. But who would want to come to such a place?
First and foremost, people in search of a new experience. We're confident the experience will be truly unique.
Honestly, we'd all love to build our own village in a quiet, suitable place, based on our own concept, where we could spend time with friends and families. In many ways, we are guided by our own preferences. But who would want to come to such a place?
First and foremost, people in search of a new experience. We're confident the experience will be truly unique.
- Active explorers interested in bushcraft and adventures
- Hikers and trail runners who might find shelter on their route
- Urban escapees
- Those who value history and seek closeness to it
- People engaged in spiritual practices
What we did before in this sphere
- Buyanov DvorAt a time when it wasn't mainstream, we built one of the first living history museums of the Early Middle Ages in Russia.
- The VillageWe used real houses instead of decorations.
We built six huts based on sources from the 10th-11th centuries and learned how to quickly transport and assemble them. - Alone in the PastAn experiment where a participant spent three seasons living in conditions of Ancient Rus. We built a homestead with a bathhouse, forge, and bread oven, preparing clothing, tools, and food typical of the era.
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Ancient Slavic ImmersionsA project that offers the opportunity to fully immerse oneself in history, regardless of gender or age. -
Loco CimbaliA medieval Genoese merchant's estate built by us, functioning as a living history museum.
one more thing
Viking Hiking
An even deeper adventure?
We are ready to collaborate with the Norwegian project «Hands on History»
We are ready to collaborate with the Norwegian project «Hands on History»
This option is about combining our experience of being immersed in a historical environment with the experience of moving through it. A journey in authentic conditions, with authentic guides and gear.
London, UK
If you’d like to discuss your idea, need a fresh perspective on your property, got inspired by one of our pitches, or want to experience the joy of collaborating on something new — write-to@concept-that.co.uk