Henri x Premium 1/3. How courage and curiosity lead you to the right place

12. may 2026LHV

Henri Vares is a designer and photographer who grew up among the forests of Saaremaa and now lives and works in Copenhagen. Currently, he contributes to the renowned Danish design brand Ferm Living while running his own creative studio, helping clients craft cohesive visual identities. Henri’s portfolio ranges from digital assets for Eha Retreat to projects spanning commercial ads, Eurovision, and even Cannes-awarded films.

His journey began years ago at the Sfäär concept store, where a deep-seated interest in design and visual storytelling first took root. Henri’s own story is a testament to the courage of starting from scratch and the grit required to break into the international creative scene.

In this three-part LHV blog series, we dive deeper into Henri’s world and mindset.

Let’s start from the beginning.

Does anyone remember the spring of 2020? Yes, that was six years ago. The world was at a standstill, gripped by a pandemic and its sudden restrictions.

In the midst of it all was Henri, who, along with his partner Kätriin, felt that while Estonia was dear to them, the world was vast and full of lessons to be learned abroad. Together, they decided to move to Copenhagen to further their education.

Being a student in Copenhagen: Hardly easy, truly rewarding

Moving to Denmark wasn’t a romantic ‘fresh start’; it was a test of real life. A new country, zero contacts, high expectations – and the whole world under lock and key. It was a place where you had no one to lean on but yourself and your family. Perhaps that’s exactly why things finally started to take shape.

For Henri, this period was primarily an exercise in patience. In Estonia, the right skills and attitude can move you up the ladder quickly. In Denmark, everything had to be earned step by step. Every new contact, every project, and every opportunity required intentional effort.

Yet, this environment gave him something he still values today: the audacity to strike up conversations with strangers, to pitch ideas, and to open doors when no one was opening them for him. This shaped his philosophy: when you have a destination in mind, speed is not the priority. What matters is that you keep moving.

Because everything must be ‘premium’

When a person’s life and work transcend borders, the bar for service quality naturally rises. For Henri, great banking isn’t just about a working account – it’s about the same level of quality and intentionality he expects from the design brands he works with.

Henri vividly recalls his first encounter with the Danish banking system. ‘When we moved to Copenhagen, opening a bank account as a foreigner was surprisingly difficult. The approach was very robust – you were just a number. So much depended on which bank employee you happened to get,’ he recalls.

This experience made him appreciate a personal approach even more – the feeling of being seen as a human being, not just a client ID.

This personal touch is most vital in the unexpected moments when things don’t go according to plan. That’s when you need a system that works, a bank that reacts swiftly, and the sense that someone has your back, not just an app in your pocket. In daily life, this translates to peace of mind, knowing that your finances are running smoothly in the background, leaving you free to focus on what truly moves you forward.

Foto: Silver Meikar

Never underestimate the power of mentors

A pivotal turning point in Henri’s journey was the Sfäär concept store in Tallinn. It wasn’t just a job: it was an environment where he realised that design isn’t just a ‘pretty thing’ – it’s a synergy of values, high quality, and narrative. There, he met people who influenced his thinking far beyond professional bounds.

For instance, his friend Kenneth helped him grasp the business logic of the creative industry. A beautiful idea isn’t enough if you can’t create value and communicate it. Hannes, meanwhile, taught him to spot details in design and life at large: in music, architecture, and everyday moments. This ability to notice the smallest nuances has carried over into Henri’s own creative work.

‘Perhaps the most important takeaway is that mentors don’t always have to be formal. Often, they are people with whom you share a mindset, and the learning happens naturally,’ Henri explains the role of the important people he has met along the way.

Three recommendations for a Copenhagen visitor

As a local, Henri highlights a few ‘must-see’ spots in Copenhagen. If you need a break from the city bustle, he suggests a trip to the Louisiana Museum of Modern Art. It’s a place where architecture, nature, and art blend into a singular experience.

Design and culture enthusiasts should visit the Stoy concept store and the New Mags bookstore, both of which offer a curated selection of fashion, art, and architecture books. Henri also recommends a stroll through his home neighbourhood, the Bellevue area, to admire the architectural works of Arne Jacobsen. They are an example of Danish modernism in its purest form.

If you have more time, explore Copenhagen by bike. Henri’s favourite route follows the coast to Dyrehaven, a vast park home to over 2,000 free-roaming deer. And if you’re craving something truly special, he claims the city’s best pastries can be found at Juno.

Watch the video portrait of Henri, filmed by Silver Mikiver during a late winter week in Copenhagen.

Silver Mikiver (TRACE Studio) is the author of the concept, creative director, and technical lead behind ‘Estonians of Six Cities’. This series was shot on Super8 film, with photos captured on 35 mm.

‘I am moved by craftsmanship and the realisation of potential. Through my projects, I want to inspire more people to choose their most authentic and unique path. Walking your own trail isn’t always easy, but for me, it’s the only truly rich way to live,’ says Silver Mikiver.