Under Selma Reichstein’s brand leadership, Villa Copenhagen extended the hotel experience beyond its physical walls - creating a five-star hospitality concept inside Heartland Festival.

Across three seasons, Villa Heartland transformed festival accommodation into a branded destination of its own, combining 28 luxury tent suites with private hospitality, curated experiences and brand partnerships.

The concept was developed down to the smallest brand details - including upcycled denim staff jackets embroidered with Villa branding, which later became a recurring Villa trademark.