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

I hold a degree in architecture and possess a strong passion for photography and business development. Combining the principles of architecture with key elements of photography gave birth to Nordic Tales.

Throughout the process of developing Nordic Tales, both as a company and as a brand, I have established virtually all frameworks. This includes designing and developing products, setting up procedures at the warehouse, and negotiating countless contracts with third-party partners.

I founded my first company at the age of 20, my second at 22, and my third at 24.

JHA! is my fourth initiative.

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

My passion originates from the idea of being an architect in a broader sense. From another perspective, architecture serves as the programming language of buildings. I firmly believe that programming a business follows the same archetypal rules. Just as with buildings, companies depend on continuous innovation. I also believe that involving external partners and circumventing the inherent bureaucratic nature of larger companies is crucial for sustainability in the business world.

Awards & Nominations

Helio Hybrid lamp longlisted - Dezeen

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