Although its main function is to deliver heat, most people choose a fireplace over other means of heating because of the unique atmosphere it creates.'Kos' - a relaxed, enjoyable social or solitary activity (or lack thereof) and atmosphere often enjoyed at home, is central to Norwegian culture and 'kos' in front of a fireplace even has its own word – 'peiskos'.

As the worlds oldest producer of fireplaces, Dovre seeks to take ownership of this phenomenon, here by exaggerating the powers of a Dovre fireplace.

"Cosier" is an accurate translation in this instance.