YOUR GUIDE TO SWEDEN

Sweden

Your guide to Sweden

Friendly Urbanity

Stockholm, Gothenburg & MalmĂś

Back to nature Pleasures for body and soul

Authentic experiences last longer Sample Sweden’s natural lifestyle

anal

Göta C

Jakob Fridholm/imagebank.sweden.se

Active & cultural experiences Semi-escorted & independent travel TRIP PLANNING for individuals and groups Hosted tours by Borton Destination Specialists

Sweden your way!

Whether your style is urban hotels and city tours, a cruise, mountain hiking from lodge to lodge, or something in-between, Where Dreams and allow our Destination Specialists to design Reality Meet... a trip that is a perfect fit for you! We offer country combinations with Denmark, Finland, Greenland, Iceland and Norway, too. www.bortonoverseas.com • (800) 843-0602 • info@bortonoverseas.com

We can’t say it better than Uma Thurman…

“I have three different fantasies about Sweden – the first one is a house in the archipelago outside Stockholm, the second is a house in the country somewhere in the Scanian pine forests and finally, I also want to live in Stockholm itself because it is the most beautiful city I’ve ever seen.”

So said actress and superstar of Swedish descent, Uma Thurman, in the newspaper Dagens Nyheter on October 31 when she visited the 2014 Stockholm Film Festival. During the interview, she talked about her dream of moving to Sweden once her career has wound down a little and how she had grown up with a romantic image of Sweden, impressed upon her by her mother, who tried to convince a young Uma that everything was better in Sweden.

As we’ve said, we couldn’t have put it better ourselves…. a warm welcome to Sweden!

VisitSweden, 655 Third Ave, New York NY 10017, USA Phone: +1 212-885 97 00 Fax: +1 212-885 97 10 E-mail: usa@visitsweden.com

Opening hours: Monday − Friday 9AM − 5PM EST For residents in other countries: E-mail: info@visitsweden.com

Sweden 2014 is printed at an environmentally certified printer, on chlorine-free bleached paper, which is produced from FSC-certified pulp. This means the pulp comes from ­environmentally appropriate, socially beneficial and ­economically viable forestry operations.

The Royal Palace ThE official REsidEncE of his majEsTy ThE king

Welcome to one of Europe’s largest and most dynamic palaces! The combination of Royal residence, workplace and culture-historical monument – open year round to visitors – makes the Royal Palace of Stockholm unique amongst Europe’s royal residences. Built in 1697–1754, the Palace is formed as a Roman palace with more than 600 rooms. open: 15 may–13 sept: Daily 10:00–17:00 14 sept–14 may: Tues–Sun 10:00–16:00 www.kungahuset.se/royalpalaces

in addition to the Royal Apartments, with well-preserved interior and art providing historical insight from the 1700s and onwards, there are three museums steeped in regal history: The Treasury with the state regalia, the Museum ’Three Crowns’ that portrays the Palace’s medieval history and Gustav III’s Museum of Antiquities.

The Royal Gift Shop offers a unique selection of quality souvenirs and gift items with strong links to the Royal Collections.

EMBRACED BY NATURE Photo: Göran Assner, Åsa Dahlgren, Lasse Forsberg, Kristina Gillerstedt, Jonas Ingman, Henrik Trygg.

Be completely swept away by enjoying world renowned shellfish from West Sweden – indulge in the region’s rich nature and the Swedes’ way of life. Explore the stunning outdoors scene and enjoy all the exciting activities the region has to offer. Let the sea, the beautiful granite and the natural wilderness provide you with excellent gastronomic and cultural experiences, all within easy reach of Gothenburg, the gateway to the region.

XOXO

westsweden.com

6

Citybreak

Stockholm − the metropolis on the ­islands

Das Café am Mosebacke torg im mondänen Södermalm.

The royal Swedish capital of Stockholm is frequently referred to as one of the world’s most attractive cities.

Its beauty is a result of its magnificent ­location, spread across fourteen islands in the heart of the spectacular Stockholm Archipelago. The combination of dramatic beauty, historic ­splendor and contemporary buzz gives Stockholm its unique attraction.

Over the past few decades Stockholm has transformed from a large town into a small metropolis. You could say the city is enjoying something of a golden era in a number of areas.

It boasts a complete menu of all the advantages of the modern global metropolis: culture, shopping, restaurants, entertainment and experiences – with few of the usual downsides such as crowds, traffic and pollution.

Stockholm is frequently referred to as one of the world’s most attractive cities. The trademark of Sweden’s royal

Medieval Old Town, Stockholm’s origin Moderna Museet - one of the world’s foremost museums for modern art

View of Stockholm’s City Hall, medieval Riddarholmen, Old Town, Riddarfjärden and the outlet to Stockholm’s archipelago

Stockholm

capital is the spectacular juxtaposition of city and nature, land and water. It is built on fourteen islands where the inland lakes flow into the sea. Wild, fresh green spaces don’t just surround the city center, they traverse it in every direction. With so much greenery, the dramatic changes of season can be enjoyed wherever you are in Stockholm.

You could say that the inner city of Stockholm has two poles. To the north is the cosmopolitan city center and the chic, high-class district of Östermalm. Here you find the very fanciest of shopping, many of the city’s most iconic cultural and historical attractions as well as dining and entertainment venues that are packed seven days a week, year round.

To the south is Södermalm, the old working-class neighborhood. Today Södermalm is a dynamic, cool and young scene with brilliant shopping, culture and entertainment. Between Östermalm and Södermalm is the Old Town – the original medieval Stockholm – the largest and best

preserved of its kind in Europe. An ideal walking city, at every turn Stockholm offers stunning views of the waterways and islands that surround it.

As a culinary capital, Stockholm ranks with the top cities of Europe, featuring seven restaurants with one or two Michelin stars. Quality and creativity are hallmarks of a large number of Stockholm restaurants – not just the premium ones. Anywhere in the city you can find neighborhood diners, bistros, restaurants and cafés with ambitious, creative menus featuring Swedish as well as international cuisine.

It’s also easy to find healthy food made from organic local ingredients. www.visitstockholm.com www.visitsweden.com

Design boutique and the manufacturer Asplund - groundbreaking within contemporary Swedish design Morning view from the heights of Södermalm

Die beliebte Lounge im Hotel Lydmar.

7

From Stockholm you can quickly take an excursion into the magical world of Stockholm’s Archipelago

The Slip, bistro at Oaxen Krog & Slip on the pier in the Royal Djurgården park

8

Citybreak

Gothenburg − the city by the sea Gothenburg has always been defined by its ­location by the salty Atlantic. Traditionally a center of shipping and commerce, in recent years Gothenburg has undergone an exciting transformation. Waterfront areas previously d ­ evoted to industry and shipping have been ­“reclaimed” in progressive urban developments.

Culture, innovation, learning and creativity are hallmarks of contemporary Gothenburg.

Berzelius Bar & Dining room

Harbor city Gothenburg: The four-masted Viking barque from 1906 in front of the Gothenburg Opera House

The city’s compact, pedestrian-friendly city center offers a wealth of culture, shopping, sights, restaurants and nightlife. On the car-free streets of the picturesque Haga district and in the blocks around Magasinsgatan you’ll find loads of fashion, design, galleries, restaurants and cafés.

Gothenburg has several first-rate attractions. The Gothenburg Museum of Art has an exquisite collection of 19th and 20th century Scandinavian art. The Röhsska is one of Scandinavia’s foremost museums for design and crafts. Universeum and the Museum of World Culture are bold additions to the museum mix. The music scene is particularly vibrant, with the outstanding Gothenburg Symphony Orchestra – Sweden’s national orchestra – and all types of contemporary pop, rock and club music.

In recent years the restaurateurs of Gothenburg have given the city a worldwide reputation as a culinary destination. Many of Sweden’s best chefs hail from the city and there’s a wide range of first-class restaurants, including five with Michelin stars.

From Gothenburg it’s not far to a number of idyllic fishing villages and other destinations in the stunning Bohuslän Archipelago, which offers adventures such as lobster safaris and sea kayaking.

Gothenburg is Scandinavia’s top entertainment and events city. At the beautiful Liseberg amusement park and the adjacent events district there are concerts, trade fairs and other events that attract visitors from around the world. A Gothenburg Christmas is enchanting, as the entire city center is illuminated with magnificent decorations. The Way Out West music festival in August is one of the best in Europe. www.goteborg.com www.visitsweden.com

Freshly boiled Norway lobster - one of the several delicacies from the sea in Gothenburg that make a visit worthwhile

Gothenburg

The statue of the sea god Poseidon stands in the city by the sea

Botanical Garden

Göteborg hat eine lebendige Under­ groundszene und Alternativkultur.

Im Kino Hagabion werden qualitativ hochwertige Filme aus der ganzen Theim canals in the gezeigt. city center are a legacy Welt Originalton Restaurant und Barof the ein Dutch city planners from the 1600s. sind beliebter Treffpunkt

Little Birds café and gallery Hafenstadt Göteborg: der ViermasterTwo ­Viking von 1906 vor der Göteborger Oper.

From Gothenburg you can quickly take an excursion out into the archipelago’s magnificent ocean landscape

9

10

Citybreak

Restaurant Bastard, Malmö - one of Malmö’s best restaurants and hippest meeting places

Auf dem von Restaurants und Lebensmittelgeschäften aus ­aller Herren Länder gesäumten Möllevångstorget gibt es zahlreiche Restaurants mit der Möglichkeit, im Freien zu sitzen.

The hills of Brösarp and the beach at Stenshuvud National Park in Österlen - two of many attractions easily accessible from Malmö

Open-air service in multicultural Möllevångstorget

Markt auf dem Möllevångstorget.

Design boutique Malmö Modern

Malmö

Malmö − gateway to the continent Malmö, linked to the Danish capital of Copenhagen by the spectacular Öresund Bridge, has an unmistakable continental feel. The influences from countries such as Denmark and Germany are ­evident in the architecture and the picturesque, historic city center, dotted with squares like the majestic Stora Torg and the medieval Lilla Torg. There’s a diverse range of attractive restaurants, bars and cafés, as well as an impressive collection of design and fashion retailers.

Just a five-minute walk away is the thriving new neighborhood of Västra hamnen, or Western harbor, with the landmark Turning Torso skyscraper. Especially during the summer the waterfront is a dynamic meeting place for people from the entire region, with lots of shopping and many popular restaurants, bars and clubs.

Malmö is a multicultural melting pot, which really manifests itself in the precinct around Möllevång Square.

Restaurants, food markets and stores from all over the world blend with a young, hip scene featuring shopping, entertainment and culture and a clear underground attitude.

Malmö is an outstanding art city. It has the southSwedish sister of Stockholm’s Moderna Museet, the beautiful Malmö Konsthall and lots of interesting galleries. There’s a vibrant music scene with a range of dynamic venues for classical, rock, jazz and club music, including Debaser Malmö and Kulturbolaget.

In terms of cuisine, Malmö has evolved massively in recent years. In and around the city center you can find a large number of innovative first–class restaurants and culinary destinations, with menus based on fine local ingredients from Skåne’s rich soils and waterways.

During the warmer months, the Malmö lifestyle has a seaside touch, with the gorgeous sandy beach of Ribersborg and its long piers located right outside the city center. From Malmö you’re just 30 minutes by car from a number of historically interesting destinations, picturesque towns, villages, manor houses and palaces.

Möllevång Square is packed with restaurants and food stores featuring delicacies from all around the world.

Västra hamnen (Western harbor) – a new, progressive city district. The Västra hamnen district is also at the forefront internationally from a sustainability perspective.

Saltimporten − eines der zahlreichen ­b eliebten Restaurants in Västra hamnen.

www.malmotown.com www.visitsweden.com

Dazzling flowers in picturesque Gamla Väster

11

Stay in style!

Staying at Elite Hotels is much more than just checking-in, it’s staying in style! All our hotels are centrally located in major Swedish cities, each one with its own unique character and history. We look forward to welcoming you to Sweden! www.elite.se | +46 (0)771-788 789

Welcome to Sweden.

A HAVEN BUILT BY GLOBALLY RENOWNED SCULPTOR CARL MILLES Carl and Olga Milles artist home and museum Sculpture park with the largest collection of Carl Milles works Antique sculpture collection Restaurant and café Museum shop

REWARDS 2014:

2nd best exhibitions in Stockholm, Evimetrix. 2nd best museum restaurant in Stockholm, Evimetrix.

Best museum in Sweden, Listor.se. Ranked no. 7 of 160 sights in Stockholm, Tripadvisor.

Certificate of excellence: 4,5/5, Tripadvisor.

Herserudsvägen 32, Lidingö, www.millesgarden.se PHOTO: LARS EKDAL ILLUSTRATION: PHILIP SASKO

Need a ride from the airport?

Free w ion boa fi rd!

Choose us for a cheap and frequent transfer from the largest airports in Sweden. Every day, all year round. For the best price, buy your ticket at www.flygbussarna.se

LA

come l e w / e s . ppsala u n o i t a n i t des PPSA V IS IT U

EXPERIENCE UPPSALA’S

HISTORY, CULTURE AND EVERYDAY LIFE. One of Sweden’s four largest cities and only 18 minutes away from Stockholm Arlanda Airport, Uppsala is in the thick of it all.

Welcome!

Uppsala. Sharing experiences. Daily since 1286.

20 MINUTES ARLANDA AIRPORT

STOCKHOLM CITY

Book online: www.arlandaexpress.com

WELCOME TO JUNIBACKEN – the fairytale house on Djurgården in Stockholm At Junibacken you step right into the wonderful world of children’s books. You can take a trip on board the Story Train through many of the fantastic places Astrid Lindgren tells you about in her books, watch a show, play in Villa Villekulla and say hello to Alfons Åberg, Moomin and many more. At Junibacken, you experience something new every day!

www.junibacken.se

THE FAIRYTALE HOUSE IN STOCKHOLM

Traffic information

Bicycle holiday on Gotland

Enjoyable adventures in our Swedish outdoors and wilderness Bear watching with Swedish Wildlife ecotourism arrangers certified by Nature’s Best (Naturens bästa) www.swedenwildlife.se

There are many ways to enjoy the outdoors and wilderness in Sweden.

Here are some tips for those of you who would like to venture out into the forest or onto the water. Perhaps on the saddle of a bicycle, over snowy expanses or with a guide to get as close to wild animals as possible.

Cycling

Riding a bicycle along one of the countless idyllic gravel roads that crisscross the Swedish countryside is an excellent choice if you want to enjoy nature and culture at a relaxed pace, while still covering reasonable distances and seeing a lot. There are beautiful bicycle routes all over the country. Riding through the gentle landscape alongside the Göta Canal, past cultural and historical sights, is increasingly popular. Another classic choice for a biking holiday is the Baltic island of Gotland, with its flat yet magnificent countryside. It’s ideal for discovering by bike, as you can get close to so much of the unusual scenery along its coastlines. Here and in many other places there are package deals that include bike rental, accommodations and suggestions for routes.

Safari

Say “safari” and most people think of lions, e­ lephants and rhinos on the savannahs of East A ­ frica. So when the first Swedish safaris hit the trail, a lot of people were skeptical.

Nature

15

Kebnekaise, Lapland

Today tourists from around the world flock to Sweden to come face to face with the wild animals of our forests, mountains and waterways.

Bear watching in particular has become popular.

Studying a brown bear from close range from a hide in the forest is an unforgettable adventure. More and more tour operators offer bear watching with good chances of close encounters. The nature, food and drink on offer in the vast forests make the experience even better. Other predators you can see on safari include wolf and lynx, populations that are increasing in most parts of the country.

Sweden’s national animal, the moose, also known as “The King of the Forest,” can be found throughout the country. Many different tour operators offer moose safaris and moose parks can be found in various locations.

If you’re out “hunting” for bear, wolf, or other animals, you have a good chance of seeing a moose as a bonus.

The growing selection of exclusive safaris also includes maritime animals like beaver, otter, seal and porpoise.

Bird and butterfly watching is also increasingly popular.

Paddling

Sweden is a country of coastlines, lakes, rivers and streams.

Experiencing the countryside from a canoe or kayak is hard to beat. You get so close to animals and vegetation and you can take in all sorts of impressions as you float silently across the glassy water in the morning mist. Perhaps you’ll even see a deer taking a drink. As well as sea kayaking in the archipelagos, there are lots of canoeing routes inland. The forest provinces of Värmland and Dalsland are particularly popular with canoeists. This is Sweden’s most lake-filled region, with an intricate network of lakes, rivers and canals and some 500 miles of canoe trails.

Many tours start at the Arvika Canoe Center.

Open water kayaking along Sweden’s coasts – unforgettable!

16

Nature

By dogsled

Hiking

Those who have experienced traveling with dogsleds often want to do it again. The experience of great natural beauty, silence and connection with the dogs is described by participants in poetic terms, and the number of returning guests is significant.

The range of organizers for dogsled trips is large and growing. These days, most larger Swedish winter sports and tourist facilities offer tours with dogsleds – everything from several hours to longer tours. The Ice Hotel in Jukkasjärvi is one of the bigger centers for dogsled tours as well as other winter adventures.

If you have more time to spend, there are also organizers who offer longer and more exclusive tours. Everything from one day up to sixteen days or more. Each guest has the opportunity to drive his/her own sled through remote terrain, totally road-free. You sleep in comfortable cabins, and the food is often excellent, based upon the Swedish Lapland wilderness’s pantry of delicacies. The northern lights are a big bonus that you have a good chance of seeing and experiencing.

Many of the organizers of dogsled tours are certified with the quality symbol Naturens bästa [Nature’s Best] for ecotourism on nature’s terms.

If you prefer the most original of all means of transportation, your own legs, the options are unlimited. Throughout the country there are beautiful hiking trails where you can enjoy nature and culture, with good access to accommodations and provisions. You decide whether to stay in a tent, cabin, hostel, or hotel. The King’s Trail between Hemavan and Abisko in Lapland, dating back to the late 19th century, ranks as one of the world’s foremost trails, for hikers in summer and skiers in winter. Here you pass through breathtaking alpine terrain, between highland heaths, glaciers, streams and bluffs. The midnight sun and northern lights might make an appearance. If you prefer hiking in more southerly regions, closer to civilization, the beautiful, historic Sörmland Trail is one of many excellent options, with over 600 miles of trails and over 100 suggestions for day hikes of varying difficulty, from easy strolls to challenging treks. www.svenskaturistforeningen.se

Naturens bästa – adventures on nature’s terms Those of you who visit Sweden and love the outdoors are smart to keep an eye out for Naturens Bästa – a trailblazing quality symbol for ecotourism in Sweden. Sweden’s foremost outdoor and wilderness organizers and their finest products are gathered under this quality symbol. Demands on respecting nature as well as the quality of the experience are high. People who choose to travel with the organizers who are awarded with this quality symbol are guaranteed an experience that will satisfy all of their senses and also contributes to, rather than takes away from, mother nature. Options are steadily growing since more resources than ever are being invested in ecotourism in Sweden. www.naturesbestsweden.com

Dogsled tours over vast expanses of wilderness with The Silent Way, an organizer that is Naturens bästa ecotourist certified. www.dogsledding-adventures.com

Tour Sweden by train.

Lappland The Midnight Sun and Northern Lights

Travel with SJ across our wide southern plains, up through forestland to cities and towns, then on to the unspoiled mountains and vast wildernesses of the north. Travel by train and explore Sweden.

Dalarna

Find out more at www.sj.se/english

Festivities and tradition

Jämtland Action and relaxation

Stockholm History and urban vibes

Göteborg Coast and culture

Småland Fairy tales and handicrafts

Swedish Railways

Sightseeing tours Tourist Information

The Nobel Prize The Nobel Laureates Alfred Nobel Stortorget 2, Gamla stan, Stockholm www.nobelmuseum.se

Tourist Center Köpmangatan 22 Old Town www.guidestockholm.info

Nobelmuseet, Visit Sweden, engelska

HOLIDAY THE SWEDISH WAY

Don’t miss a thing during your stay in Östergötland

LET YOUR SWEDISH HOLIDAY COME TRUE 150 youth hostels are waiting for you

svif.se/welcome

SViF

www.visitostergotland.com

Swedish youth hostels in cooperation

SCR_Visitsweden_Sverigemagasin2015_62x63.indd 1

2014-11-07 10:47

Hotels with a personality!

The Heartof Sweden logotypeANTONE P 382

www.swedenhotels.se

www.theheartofsweden.com

C o n t est !

W i n a weekend in Sto c kho lm for t wo!

Now is your chance to win one of the prizes by responding to the internet survey below. (Survey takes about 5 minutes to complete.)

1st pri ze Weekend trip for two to Stockholm, including airfares and accommodation in double room at one of the Elite Hotels.

For more ­details on the competition, see c ­ ompetition page. www.visitsweden.com/survey

2nd − 10th pri zes A gorgeous book by the well known authors of the blog “The Green Kitchen stories” www.greenkitchenstories.com

VISIT SWEDEN THIS YEAR!

Stockholm Sw edish archi pelagoes FolkloreDistrict Gl ass District unique Ice Hotel & Tree Hotel Hunt for the Northern Lights

plus tours and travel services throughout a ll of Scandinavia

Enjoy our cruises to Finland from Stockholm!

Photo:Martin Svalander/imagebank.sweden.se

www.ScandinavianTravel.com

www.sales.vikingline.com

call or e-mail us at info@scanamtours.com

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(PAGE 6-7) © Björn Olin/Folio/imagebank.sweden.se, © Jacob Sjöman Svensson/ Folio, © Nicho Södling, © Asplund, © Oaxen Slip & Krog, © Ola Ericson/imagebank.sweden.se, © Wener Nystrand/Folio.

(PAGE 8-9) © Berzelius Bar & Matsal, © Göran Assner/imagebank.sweden.se, © Henrik Trygg/imagebanksweden.se, © Krister Engström/Göteborg & Co, © Daniel Högberg/Folio/imagebank.sweden.se, © Lisa Brunnström/Göteborg & Co, © Beatrice Törnros, © Kjell Holmner/Göteborg & Co. (PAGE 10-11) © Miriam Preis/VisitSweden, © Anders Tukler/Region Skåne, © Anders Tukler/Region Skåne, © Leif Johansson/Bildarkivet/VisitSweden, © Vidir Geirsson, © Helena Bergqvist.

(PAGE 14-15) © Michael Jonsson/Folio/imagebank.sweden.se, © Håkan Vargas S./ Vargas Vildmarkslodge, © Tomas Utsi/imagebank.sweden.se, © Henrik Trygg/ imagebank.sweden.se, © Christofer Dracke/Folio/imagebank.sweden.se.

(PAGE 16) © The Silent Way. (PAGE 18) © Henrik Trygg/imagebank.sweden.se (PAGE 20-21) © Kristian Löveborg/MBFW Stockholm, © Bozarth Fornell, © Lola Akinmade Åkerström/imagebanksweden.se, © Carolina Romare/ imagebank.sweden.se, © Tom Martinesen/Klong, © Heléne Grynfarb/ Bildarkivet, © Jonas Lindgren/Region Dalarna, © Nina Varumo/ Anna Chistians, Epedemi Form & Produktion, © Jonas Ingerstedt/Hövding.

Live your dream

PUBLISHED BY: VisitSweden, P.O. Box 4649, Grand Central Station, New York NY 10163-4649, USA. PROJECT TEAM: Per Nordström, Mats Wessman, Jenny Jonevret.

PRODUCTION: BrittonBritton, Stockholm.

PICTURE EDITORS, COPY AND GRAPHIC DESIGN: BrittonBritton.

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PRINTED BY: Color Print A/S, Vadum This brochure consists of paid-for advertising and is not a complete listing.

While every care has been taken to ensure the accuracy of the information in this publication, VisitSweden can accept no responsibility for any errors or omissions, nor for subsequent changes. Prices and other details were correct at September 2014.

Book Sweden tours on www.authentic-scandinavia.com

2014-11-03 14

20

Swedish lifestyle

Whyred – one of many successful Swedish fashion trademarks

Let’s go Swedish style For being such a small nation, Sweden has become very wellknown for its creative traditions in a long list of areas – design and interior decorating, fashion, art, music, literature, film, gastronomy and more. In an extensive international survey this year, Sweden was ranked as the world’s most creative nation.

Stools made of marble by Bozart Fornell for Acne, inspired by traditional Swedish milking stools

Sweden has been prominent in design and handicrafts since the breakthrough of modernism. Those of you who are interested in Swedish and Nordic design, contemporary and classic, have many attractive and creative shops to choose from in the larger Swedish cities. If you are especially fond of modern curios, ceramics and glass, you would benefit from searching in smaller country towns, where you can still find truly great bargains on internationally sought-after classics.

What is called the Swedish fashion miracle is a newer phenomenon. During the past five years, Sweden has broken through in a big way as a fashion-nation to reckon with in the international arena. This is occurring primarily in trendy and modern street fashion in the

medium price range that Swedish companies have made a name for themselves in. You will find flagship stores for a long list of progressive Swedish fashion trademarks, primarily in Stockholm but also in Gothenburg and Malmö.

You will also find many interesting store concepts that often mix new fashions with vintage, design, art and other creative works.

A distinguishing and prominent characteristic of Swedish design is its appeal to many different types of people and a focus on meeting the demands of modern lifestyles. Swedish designers do not primarily design for the luxury market, but for a broader range of contemporary consumers. It is no accident that IKEA and H&M are both Swedish.

The folklore heritage in traditional and modern handicraft is in every sense of the word alive, and it serves as a source of inspiration for contemporary product and fashion designers.

Tradition also inspires contemporary local culinary arts that can be enjoyed throughout the country

Sami people in traditional costumes.

In Sami tradition, blue represents water as the elixir of life, red stands for fire in heat in love, yellow for the sun in long life and green for plants and nature.

Midsummer is traditionally celebrated throughout Sweden

The award-winning Äng vase created by Eva Schildt from the design company Klong

New interpretations of traditional techniques and choices of materials and expressions have been among the foremost trends in contemporary Swedish design in recent years.

Those of you who are looking for authentic products will find handicraft shops in the larger cities as well as local handicrafts in rural areas.

This tradition is most prominent in Dalecarlia (Dalarna), which is sometimes called the most “Swedish” of all regions. Tradition is alive and well here, with people donning their traditional costumes during festivals including Midsummer, one of the most important holidays of the year. In Dalarna you will also find the famous floral-design painting workshop that decorates our national symbol, the Dalecarlian horse (Dalahäst). The especially coveted Sami handicrafts traditionally designed in reindeer horn, silver, animal hide and root wood can also be found here.

Traditional red house in Dalarna

Sweden is home to several successful trademarks in sports design. Here, Hövding is shown with its much-noted airbag for cyclists

Small boxes called Äppelbo in concrete

by Anna Christian, who takes her inspiration from her grandmother’s linen closet

Umeå

Stockholm

Östersund

Örebro

Malmö

Luleå

Kiruna

Karlstad

Helsingborg

Halmstad

Sundsvall

Gävle

Göteborg

Gävle

Distance [km]

275

0

0

Göteborg

545

Halmstad

637

145

Helsingborg

717

229

87

Karlstad

325

249

405

485

Kiruna

1092

1636

1729

1809

1417

Luleå

761

1306

1399

1479

1087

344

Malmö

768

280

138

66

536

1860

1529

Örebro

262

282

377

453

108

1354

1023

514

Östersund

400

270

961

1040

638

998

667

1091

Stockholm

172

471

492

572

300

1263

933

622

191

Sundsvall

214

759

852

932

540

877

547

982

477

188

386

Umeå

490

1034

1128

1208

815

602

271

1258

752

396

661

Denmark

587 572

Sweden

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