Heima Happy Home
Apartment living made happy.
Heima’s (HAY-ma, “at home” in Icelandic) humble beginnings can be traced to Cubao X, as a kitschy store selling paper crafts & vinyl records. It was, and still is, a husband-and-wife establishment: Rossy (an interior designer) and Bong Rojales (a marketing specialist) planted the seeds, and have been watering the branches of the now fast-growing tree that is Heima Store.
Heima Store’s last relocation landed them in Brixton St., Brgy. Kapitolyo, Mandaluyong, three years ago. Kapitolyo has been enjoying a ‘Belle Epoque’ of sorts, where the growing variety of small-time local businesses (like Heima) are found responding to the basic needs, while fueling the creative/artistic inclinations of the huge market of condo/apartment dwellers who populate the area.
Since 2009, Heima Store has had different sub-brands like Paper Club (the paper crafting branch), and MY APT (My Apartment, IG: @thisismyapt). Add to that the number of colorful collections that have flown off their shelves, many may say that Heima’s overall aesthetic can come off as a bit girly or feminine. However, it is balanced off by the muted contemporary pieces found in MY APT.’s arsenal (the vinyl records are now accompanied by classic turntables). Think leather and dark-stained wood/metal, combined with a somber palette of dark neutrals, all waiting for the next bachelor to come and pick them up for his man-cave. Speaking of man (or Ma’am!) cave…
People (okay, I) take home decor for granted. For lack of better choices? Maybe. Also, because in the hierarchy of furniture, appliance, and home décor shopping, young, newly-minted left-the-nesters (like me) usually prioritize a bed, dining table, couch (or some form of comfortable seating), and fridge in their budget. Nice tableware comes in after you’ve gotten tired of dining out, or ordering in (the honeymoon stage for nest-builders). You only really need nice tableware when you start cooking for yourself. Case in point: It took about 6 months after moving in for my fiancé and I to finally go out and find us a decent set of tableware so that we could finally entertain the thought of inviting people over. How I wish we’d found Heima Happy Home then.
Happy Home is the most recent collection designed by the Heima team, whose aim is to put a Heima stamp on affordable home decor. In essence, it’s to “bring happiness with colors and patterns to a home”. You’ll find two sub-collections to choose from: Soft Geometry and Sugar Flowers. Soft Geometry designs focus on color-play and textures, mixing lines with complimentary colors. Sugar Flowers’ designs, on the other hand, are more feminine with an overall pink tone, punctuated by colorful florals.
The Heima Happy Home collection is a home decor family of tableware, pillowcases (which go for Php250/pillowcase), and curtains (two designs for each sub-collection).
Soft Geometry is for the very ambitious, hard-working, always on-the-go #girlboss who is just as particular about what adorns her home as she is at her jobs. This exactitude trickles down to the smallest details, like the geometric chevron patterns found in on their pillowcases, which are meant to symbolize boldness and authority.
Great home décor gives us more reasons to cook, bake, decorate, entertain, lounge, and simply enjoy living in the space we reside in. Sugar Flowers should inspire you to do all that, and more. The anthophilous are drawn to flowers more than most; Heima makes it easier for the rest of us to like florals. Happy Home’s floral designs are bright and modern; they’ll be sure to add to much-needed cheer to the windows, couches, and tables that they’re meant for.
Happy Home is a collaboration between Heima, SM, and Melawares (a locally-manufactured tableware brand). The limited-edition collection launched mid-September and is available in Brixton and select SM Department Stores (SM Megamall, Aura, Makati, BF Parañaque, MOA, and North Edsa) until Dec 2016.
It’s Heima’s first time to forge a partnership and launch a collection of this scale. It’s nice knowing that they’re creating more affordable products for fans-from-afar who, despite feeling that Heima’s body of work echoes their personal tastes, might not have deep enough pockets.
Albeit being a local home and lifestyle store (churning out even room scents), Heima has also dipped its fingers in interior styling. Design by Heima + Heim Interiors, represent a like-minded group of designers (lead by the Rojaleses) who can perform a number of services: from architectural plans to interior design/styling for large (commercial interiors i.e. indoor cycling studio Ride Revolution’s) and small-scale (residential, custom-made, etc.) projects.
Catrice, the store manager, tells of a minimalist new collection that is in the works, very unlike the previous collections (that used brighter shades with abandon). With their current body of work, it’ll be hard not to look forward to what Heima’s got in store (pun intended) for the future.
Photo Credit: All photos from Heima.