Haegg Haegg Group, on the record

Haegg Haegg Group is a method kept under its ventures. Each company it starts is also a test of one premise — that the way a thing is built is itself the product.

A holding company is, literally, a company whose only asset is its shares in other companies: it holds, and that is the whole job description. Haegg Haegg Group treats the job description as a dare. It works the ventures as faces of one object and the estate as the room they are hung in — the webring is the first plain evidence, five sites that link each other, drawn as a single strand of barbed wire so the estate reads as one body rather than a list.

What holds the group together is a temperament — building from principle rather than from the trend of the quarter, and keeping the argument in the open. The group calls it creative collision: two founders who are not trying to agree, kept in the same room on purpose. Nothing here resolves into a house view. This record is where the collisions are filed.