# Buying Happiness Danish Boutique Challenges Old Adage By Tinkalicious | Published 2008-12-12 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/for-sale-happiness-on-offer-at-danish-boutique References: [yatzer](http://www.yatzer.com/1395_the_happiness_boutique) & [boutiqueluis](http://boutiqueluis.com/) Everyone knows that money does not buy happiness--or does it? Undeterred by the current state of economic woe, three Danish design school students are offering the opportunity to consumers to see if the old adage has any merit. Their Boutique L.U.I.S. in Copenhagen asks, “Can one buy happiness?” and invites consumers to do so at the [concept store](https://www.trendhunter.com/trends/golden-goose-opens-in-nyc), which is classified as “a rebellion against the obligation to be happy.” The installation offers some suggestions as to what might mean happiness to some, with products that include an interesting piece of wood, the [smell of leather](https://www.trendhunter.com/trends/the-perfumery) and a [cute little white dog](https://www.trendhunter.com/trends/dog-birthday-cake-toy). ## Trend Insights (Trend Hunter) - Score: 1.1/10 - Popularity: 14% | Activity: 11% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### What's Driving This Trend - **Consumer Happiness Experimentation:** The trend of consumers actively seeking out experiences or products that claim to bring happiness, challenging the traditional notion that money can't buy happiness. - **Concept Stores:** The trend of unique concept stores that offer experiential shopping experiences, focusing on challenging societal norms and creating a rebellious atmosphere. - **Non-traditional Definitions of Happiness:** The trend of exploring alternative ideas and products that challenge the conventional understanding of what brings happiness, emphasizing the subjective nature of happiness. ### Who This Affects Most - **Retail:** The retail industry has an opportunity to create concept stores that cater to consumers seeking unique and rebellious shopping experiences that challenge traditional notions of happiness. - **Consumer Goods:** Consumer goods manufacturers can explore new product lines and experiences that tap into the trend of consumers actively seeking out happiness through non-traditional means. - **Psychology:** The field of psychology can analyze the impact of non-traditional ideas of happiness on individuals and society, providing insights for personal development and well-being. ## Related on Trend Hunter - [Therapy-Inspired Retail Concepts](https://www.trendhunter.com/trends/retail-therapy1.md) - [Equitable Design Capsule Exhibitions](https://www.trendhunter.com/trends/calm-place-exhibition.md) - [Comforting Financial Pop-Ups](https://www.trendhunter.com/trends/experian.md) - [Dog-Focused Retail Experiences](https://www.trendhunter.com/trends/i-love-you-like-a-dog.md) - [Playful Pet Accident Campaigns](https://www.trendhunter.com/trends/dont-worry-you-can-afford-it.md) - [Therapy-Encouraging Furniture Campaigns](https://www.trendhunter.com/trends/couch-counseling.md) - [Empathic Emporium Pop-Ups](https://www.trendhunter.com/trends/fml-store.md) - [Retail Rage Rooms](https://www.trendhunter.com/trends/miista.md) - [Playful Retail Pop-Up Installations](https://www.trendhunter.com/trends/the-joke-shop.md)