My name is Jonas Hoejgaard and I am an entrepreneur with specialty in projects that has a physical output wrapped in a story-based universe.

I have a degree in architecture and a strong passion for photography and business development. By topping architecture with key elements of photography, Nordic Tales saw the light of day.

In the process of developing Nordic Tales, both as a company and as a brand I have built virtually all frameworks. From design and development of products to setting up procedures at the warehouse and negotiate countless contracts with third party partners.

I founded my first company when I was 20, my second when I was 22 and my third when I was 24.

JHA! Will be my fourth initiative.

I seek to inject the knowledge that I have accumulated over the years in larger more bureaucratic companies, either as an external consultant or as a part of a corporate innovation team.

My passion originates from the idea of being an architect in a broader sense. In another perspective, architecture is the programming language of buildings. I believe that programming a business is subject to the same archetypical rules and just as with buildings, companies are depended on maintenance in terms of innovation. I believe that bringing external partners to the table and bypassing the inevitable bureaucratic nature of a larger company is key to staying in business.

Awards & Nominations

Wins price for "Best Furniture" for Moth Chair, Archiproducts.com

Nominated for entrepreneur of the year, IVÆKST
Nordic Tales nominated for upcoming brand of the year, by Bo Bedre & Boligmagasinet

Wins talent of the year, Bo Bedre
Blickfang, Hamburg, Gold Award
Photo in artictle from and about Smithsonian, National museum of USA amongst other publications


2012-2018 - Nordic Tales

Salone del Mobile, Italy
Maison et Objet, France
Gave og interiør, Norway
Blickfang, Hamburg, Zurich & Stuttgart
Formland, Denmark
North Modern, Denmark

The Early Days

Founds Nordic Tales ApS
Designs 130m2 Nordic Tales office and photo studio, Aarhus, Denmark

Publishes New York fashion editorial in (NAME) magazine, four double spreads

Bachelor degree in Architecture from Aarhus School of Architecture

Signs contract with Gonzales Photo agency in Berlin whom inherits all rights for online photos to date // Gonzales photo agency
Designs and programs websites for a series of photographers and musicians
Wins photo cmpetition, Aarhus Stiftidende

Founds Flux Photography I/S
Roskilde Festival, responsible for "More Than Music" photo exhibition
Freelance photographer for Soundvenue and GAFFA // GAFFASoundvenue
Designs flash diffuser, "Flash ball" and developes prototype in Shanghai

Starts at Aarhus Shcool of Architecture
Graduates high school, Marselisborg Gymnasium