Heima, which means ”at home ” or “homeland” in Icelandic is a home and lifestyle store which features in-house designed furniture, artworks and whatnots. Heima takes pride in Philippine design and production. Inspired by travels, Heima strives to establish a design and brand that would be recognized globally. Heima is not just a retail store, it is a venue for collaborations among emerging designers. Collaborations being part of its DNA, Heima is continuously looking for other designers to work with.
Formed by partners Bong Rojales and Rossy Anne Yabut, Heima started at the quaint little area in Quezon City known as Cubao Expo (or Cubao X as it is more popularly known) but has moved its main store to another artist and design haven in Makati. LRI Design Plaza houses some of the more established names in furniture and is also home to several art galleries creating a unique space that offers a wide variety of home furnishings. The two branches compliments each other with the Cubao X branch catering to a more indie and should we say “hip” market while the LRI branch offers a little more luxurious and high-end appeal.
Well traveled and always searching for beautiful things, the tandem of Bong and Rossy developed the innovative retail approach for Heima seeking to please the five senses. Small but interesting shops in Europe and the United States have a major influence along with design blogs and books. Rossy and Bong have created a warm, cozy and homey ambiance in the store. Working together in the selection of music, scents and visual components, the two feels “at home” working in Heima.
A few months ago, Heima re-launched My Apartment, a space in the second floor of their Cubao X branch, which serves as temporary homes for start up design brands. It has hosted two brands the past months namely “ We are Triangle” and “Roomix”, both bringing new concepts and ideas in retail and design. My Apartment is also the branding for Heima’s neutral to masculine line of retail items which includes cameras, vinyl records, head phones, prints and even furniture.
Heima is unveiling its third major collection of furniture and products. This collection features a unique blend of monotony (black and grays) and colors. The theme for the launch “Life is a Party” is a mix of many visual elements and themes but the new designs provides a consistent feel across different items. Clean lines, muted colors and wood finishes brings a feel of Scandinavian furniture but avoids the comparison to the common modern and mid century replicas. Unique choices and combinations of fabrics sets, along with a touch of country chic and a flare of soft tones sets it apart from what you commonly see. Various visual elements like calligraphy, scallop and chevron patterns, kraft and cool grays colors, all contributes to the overall flavor.
Also being launched this May 14 is a new product line called Paper Club, a line of both paper and lifestyle products that serves that DIY, indie spirited, craft oriented market. Paper Club products include wall prints, note cards, books and notebooks and quirky finds.
The new collection of products all comes together for a party of the senses. New scents of cinnamon and vanilla sugar soy candles, hard to find music in vinyl, totes bags with an organic look, distressed finished shelves, Anthology magazine issues and Japanese design books, they all express what people relate to as Heima. You can feel a sense of adventure and travel once you step into the store. However there is also a feel of familiarity in a sense that you want to live inside the space, or at least take home a part of Heima.
Heima also serves as a showroom of Heim Interiors, an Interior Design firm also headed by the same partners. ( www.heiminteriors.com )
