1. Data Controller
The data controller for the processing of your personal information is:
4ma Skilte A/S (Dreamwall Scandinavia)
Elgårdsvej 14, 8370 Hadsten
CVR: 36455586
E-mail: info@dreamwall.art
Phone: +45 29 29 29 83
2. Data We Process
We only collect the information necessary to provide our products and services. Specifically, we process the following data about you:
Contact Information
- Name, email address, phone number
- Delivery address and billing address
Account Data (if you create an account)
- Username, encrypted password
- Customer ID, order history
- Wishlist, saved addresses
- Dreamwall Wallet balance and transactions
Order & Payment Data
- Ordered products, quantity, prices
- Chosen payment method (card data is not stored with us — only with Flatpay)
- Any discount code used
- Delivery and invoice history
Personal Content
- Photos you upload for photo posters or photo wallpaper
- Text prompts used in Imaginator AI
- Generated AI images
- Personal texts for custom posters
Technical Data
- IP address, browser type, device ID
- Pages you visit and behaviour on the site
- Referring URL, search terms
3. Purpose of Processing
We use your information for:
- Order Processing — to receive, deliver, and invoice your orders
- Customer Service — to respond to inquiries, handle complaints and returns
- Account & Wallet — to manage your account and Dreamwall Wallet balance
- Personal Products — to print your photos or AI-generated images
- Marketing — only with consent (see section 8)
- Site Optimisation — to analyse user behaviour to improve the experience
- Security — to prevent fraud, abuse, and unauthorised access
- Legal Requirements — to fulfil obligations regarding accounting, tax, consumer law
4. Legal Basis
Our processing is based on the following legal grounds (cf. GDPR Article 6):
- Contract Fulfilment (art. 6, para. 1, lit. b) — for order processing, delivery, payment, and customer service
- Consent (art. 6, para. 1, lit. a) — for marketing, newsletters, and non-essential cookies
- Legal Requirements (art. 6, para. 1, lit. c) — e.g., accounting (5 years according to the accounting act)
- Legitimate Interest (art. 6, para. 1, lit. f) — e.g., fraud prevention, site security, and general business development
5. Recipients & Data Processors
We only share your information with trusted data processors that are necessary to provide our services. All have entered into data processing agreements with us and may not use your data for their own purposes.
| Recipient | Purpose | Location |
|---|---|---|
| Flatpay | Payment processing (PCI-DSS certified) | Denmark/EU |
| UPS, GLS, DAO | Delivery of packages | Denmark/EU |
| Klarna | Invoice and split payment | Sweden/EU |
| Google (Analytics, Ads) | Analysis and ad targeting (only with consent) | EU/USA (SCC) |
| Meta (Facebook, Instagram) | Ad targeting (only with consent) | EU/USA (SCC) |
| Mailchimp | Newsletters (only for subscribers) | USA (SCC) |
| Hotjar | Site analysis, heatmaps (only with consent) | EU |
| Hosting & Cloud Providers | Server operation and backup | EU |
For transfers to countries outside the EU/EEA, we ensure that the recipient has an adequate level of protection through the EU Commission's standard contractual clauses (SCC) or other lawful transfer mechanisms.
6. Retention Period
- Order and Invoice Data: 5 years (accounting law)
- Account Data: Until you delete your account + 12 months
- Marketing Consent: Until you unsubscribe, but no more than 2 years of inactivity
- Uploaded Photos & AI Prompts: 90 days after order completion, after which they are automatically deleted
- Site Analysis Data: 14-26 months depending on cookie type
- Support Inquiries: 3 years after last contact
7. Your Rights
As a registered user, you have the following rights under GDPR:
- Access — to know what information we have about you
- Rectification — to have incorrect information corrected
- Deletion (“right to be forgotten”) — to have your data deleted unless we have legal obligations to retain it
- Restriction — to have processing temporarily restricted
- Data Portability — to receive your data in a structured format
- Objection — to object to processing based on legitimate interest
- Withdrawal of Consent — without consequences for previous lawful processing
Write to info@dreamwall.art to exercise your rights. We will respond to your inquiry no later than 30 days from receipt.
8. Marketing & Newsletter
We only send marketing emails (newsletters, special offers, new collections) to individuals who have actively subscribed. You can unsubscribe at any time:
- Via the “unsubscribe” link at the bottom of each email
- By writing to info@dreamwall.art
- In “My Account” → Newsletter Preferences
9. Cookies
We use cookies to ensure site functionality, measure traffic, and target relevant ads. You can manage your cookie preferences via our cookie banner and can always change them under cookie policy.
10. Security
We have implemented reasonable technical and organisational measures to protect your data against unauthorised access, alteration, or disclosure. This includes:
- SSL encryption on all pages and during checkout
- Encrypted passwords (bcrypt hashing)
- Regular security updates on servers and applications
- Access control for employee access
- Backup routines and disaster recovery
In the event of a security incident that poses a high risk to your rights, we will notify you as soon as possible and no later than within 72 hours.
11. Complaint Option
If you are dissatisfied with our processing of your personal information, we encourage you to first contact us directly at info@dreamwall.art — we would love to help.
If we cannot reach an agreement, you can file a complaint with:
Data Protection Agency
Carl Jacobsens Vej 35
2500 Valby
Phone: 33 19 32 00
E-mail: dt@datatilsynet.dk
Web: datatilsynet.dk
12. Changes to this Policy
We may update this privacy policy to reflect changes in legislation, our services, or processing purposes. The latest version is always available at dreamwall.art/privacy. Significant changes will be notified via email or a clear message on the site.