Interview: Brainchild.
Brainchild’s unique design interpretations required a reliable payment solution. Here’s why founder Martin Brix Midtgaard chose pensopay for his online store.
The word "Brainchild" means an original idea – and that’s exactly what lies at the heart of the brand. Brainchild reimagines iconic Danish furniture classics in a literal and playful way, including The Egg, The Artichoke, and The Swan.
It all began with a simple thought: "What if these design icons looked exactly like their names suggested?” Martin Brix Midtgaard, Brainchild. That idea quickly evolved into a full universe of posters, wooden figures, and home accessories that celebrate Danish design heritage in a fresh and imaginative way. "Brainchild isn’t just a name – it represents our entire approach to design," Martin Brix Midtgaard, Brainchild.
A New Take on Iconic Danish Design
Denmark is world-renowned for its timeless design – especially from 1920 to 1970, when great furniture was created for everyone. Brainchild brings this philosophy back to life, making Danish design accessible and relatable once again. With a touch of humor and a strong aesthetic sense, the brand creates posters, canvas prints, wooden figurines, and other playful interior accessories inspired by Danish furniture icons.
Each collection is created with a deep love for design and everyday living – beautiful, functional pieces that add joy to people’s homes. Martin and his team are passionate about creating something meaningful, making sure every product not only looks great but brings value to everyday life.
The Founder and Designer Who Wears Many Hats
As founder and designer, Martin Brix Midtgaard plays a key role in every aspect of Brainchild. While his main focus is on the creative direction and product design, he also guides the company’s overall strategy. Like many entrepreneurs, Martin wears many hats – from handling customer service to taking care of admin tasks in the day-to-day running of the business.
A Hidden Concept Born from a School Project
The story of Brainchild began during Martin’s training as a media graphic designer. Part of the program required him to build a portfolio and share his work on Instagram to see if there was interest – maybe even potential to build a brand. He posted his early visual interpretations of The Egg and The Artichoke as a fun experiment, not expecting much. But the response was overwhelmingly positive.
That realization led to the launch of the Brainchild webshop in 2016, starting with just five products. Since then, things have taken off – and today, Brainchild is a recognized name in interior design.
Expanding the Universe with New Design Icons
Even though Brainchild already offers a strong lineup of beloved products, Martin has his eyes set on the future. “Our goal is to continue evolving the concept and expanding the collection. We’ve just introduced a line of kitchen textiles and are planning to add tablecloths and other items that fit into today’s modern homes,” Martin Brix Midtgaard, Brainchild.
“For us, it’s not just about selling products. We want to create an experience that makes a difference in people’s homes. Ultimately, we aim to expand into every category of home living – from kitchenware to decorative items and lighting,“ Martin Brix Midtgaard, Brainchild.
How to Keep Your Passion from Becoming a Burden
When asked what advice he has for aspiring entrepreneurs, Martin’s answer is clear: “Be passionate about what you do. If you truly love your project, the long hours won’t feel like a chore. If you don’t, it quickly becomes a burden.” Martin Brix Midtgaard, Brainchild.
Martin also highlights the importance of finding the right balance between creative work and operations. It’s not just about designing beautiful things – it’s about running a business in a sustainable way.
“One thing I’ve learned is that nothing happens by itself. You have to manage all the moving parts, and that requires constant adaptation and innovation,” Martin Brix Midtgaard, Brainchild.
A Payment Solution That Truly Delivered
As an online business, having a smooth and reliable checkout system is critical. Over the years, Brainchild has worked with several payment providers – but Martin is especially happy with their current solution from pensopay.
Providing a seamless payment experience is important to Martin, and he’s glad pensopay helped take the webshop to the next level.
Looking Ahead with Optimism
Brainchild has already come a long way – but the journey is far from over. Martin remains optimistic and focused on growing the brand even further.
“We look forward to continuing to create products that bring joy to our customers. Our goal is to build a brand people trust – one that’s both beautiful and functional, and a natural part of their homes.” Martin Brix Midtgaard, Brainchild.
Thank you for taking the time to speak with us, Martin. We truly appreciate the conversation – especially knowing how much you’ve got on your plate.
Best of luck with everything ahead – we can’t wait to follow your journey.
Team pensopay
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