voices
INSIGHTS / MATERIAL INNOVATIONS
”We plan to use a fermentation process with specific bacteria to create bio-ethanol”
FLORIAN PALLUEL
On how to make garments of sugar
GUIDE / REYKJAVIK
”Reykjavik is quirky, personal, trendy and honest”
BIRNA HRONN BJORNSDOTTIR
On food walks and speakeasies in the heart of Iceland
INSIGHTS / FUTURE LIVING
”Neighbourhoods are viewed as more important — 31% of people say it’s now more important to live closer to family and friends”
TINE BISBO STEENBERG
On what we’ll value the most at home
INSIGHTS / CIRCULARITY
”Many still think the circular economy is about recycling but long-lasting products are often the most sustainable”
PETER ALGURÉN
On tracking how 360 end consumers use their garments
GUIDE / GOTHENBURG
”It’s Sweden’s second-largest city but has a very homey ambience and cosy feeling about it”
JULIA FORS & JESSICA LUNDSTRÖM
On picturesque islands and inspiring entrepreneurs on Sweden’s ”best coast”
INSIGHTS / RESEARCH & DIGITAL FASHION
”Fashion 4.0 stands for fashion practices in Industry 4.0, characterized by smart technologies”
NATALIA SÄRMÄKARI
On how the designer’s role changes with the boom of digital fashion
GUIDE / HELSINKI
”Helsinki is the capital of the happiest country in the world, combining great design, art, and culture with beautiful nature”
ANNIKA TAMMI
On innovative libraries and rising names in an inclusive city
INSIGHTS / STARTUPS
”Data shows that female-founded companies are more successful than all male founded”
RONJA KOEPKE
On challenges and good examples to get the startup industry more equal
INSIGHTS / THE MEDIA INDUSTRY
”When you get into the media industry without much experience, the ambition level extends and people tend to be bolder”
ALFRED LAURITZEN
On how to run a successful agency where the average employee age is 22
INSIGHTS / BIOTECH IN BEAUTY
”As the biotech era starts to unfold, beauty products will become more sustainable and effective”
DAVID KOO HJALMARSSON
On how microorganisms can facilitate a transition to a more innovative beauty industry
INSIGHTS / COMPANY INFRASTRUCTURE
”Companies in a modern society need to consider their whole value chain of infrastructure”
MIKAEL KARLSSON
On how technology can create a safer society
INSIGHTS / SOLAR ENERGY
”In the future, it will be a no-brainer to replace traditional building materials with building-integrated solar cells”
ANNA SVENSSON
On how to challenge the fact that about 96% of the solar cells are black
GUIDE / TAMPERE
”We have the nicest people in Finland”
PETTERI KIURU
On forest excursions and pancake brunches between the lakes
INSIGHTS / FASHION’S ECO SYSTEM
”My own preferable future of fashion is a whole world of smart, fun, and beautifully designed services for sharing”
TOVE BLOMGREN
On why changing the system instead of improving it is the way forward
INSIGHTS / ”AFTER METOO”
”Too many people — men — have too much to lose in a society that is equal”
IRENA POZAR
On why we don’t talk about the global movement like we did 5 years ago
INSIGHTS / NFTS
”I believe the NFT industry will profit enormously from women entering it in higher numbers”
VANJA WIKSTRÖM
On what it takes to make this booming industry equal
GUIDE / OSLO
”In Oslo, you are perfectly able to combine mountain climbing, an ocean swim, and a dancefloor swing in a day”
KRISTOFFER LIABØ & MARTIN STEFFENSEN
On seaside trails and ”tall people’s clubs” in a booming capital
INSIGHTS / CONSUMERS & SUSTAINABILITY
”Today, the average consumer is stuck in old structures and is in the hands of the big e-commerce platforms”
AMANDA THORÉN
On how to help the customer make more conscious decisions
INSIGHTS / ETHICAL JEWELLERY SOURCING
”It sometimes feels like most CSR communication exists to end the conversation, instead of starting it”
MARIA BLACK
On fair trade with raw materials
GUIDE / THE THY DISTRICT & NORTH JUTLAND
”The wildness in the national park, the western wind, and the old sailors is both great and original”
EMILIE QVIST KJÆRGAARD
On the no-bullshit jargon and unique life right next to the North Sea
INSIGHTS / BEAUTY
”Scandinavians tend to be reserved in their storytelling and are very modest or shy to capitalize on their heritage”
FREDERIC LIBERMAN
On the future of Scandinavian beauty
INSIGHTS / THE WAR IN UKRAINE
”Running a business and being a business leader during a crisis requires a lot — I’m impressed with our entrepreneurial leaders”
HELENA WAKER
On do’s and don’ts for the fashion industry after the Russian invasion
GUIDE / STOCKHOLM
”We are ’big’ enough to have world-class restaurants and cultural institutions — but small enough to get close to nature”
TOMMY MYLLYMÄKI
On 21K-weekend runs and the best of Nordic food
INSIGHTS / TECHNOLOGY
”Sweden has a unique ability to turn research and science into products and services”
TOVE LARSSON & EINAR BODSTRÖM
On the Swedish ”climate tech boom” and what we can learn from it
GUIDE / GOTLAND
”Since the coast is protected and can’t be owned by anyone, you can basically walk around the entire island”
LUKAS DAHLÉN
On dramatic coasts and romantic farmlands
INSIGHTS / GAMING & TECHNOLOGY
”The new generation of gamers that are coming out now, ages 13—26, don’t see themselves as gamers”
THOMAS GRØNNEVIK
On the future of gaming
INSIGHTS / INNOVATION
”Innovation for sustainability is an amazing growth opportunity, for all of us”
TOVE CHEVALLEY
On the future of living and what will take us there
INSIGHTS / SCIENCE & TECHNOLOGY
”It is a huge potential — it could be a clean energy source for millions of people”
NASER TAVAJOHI
On the next steps to bring osmotic power into our everyday lives
GUIDE / ÖRESUND
”Öresund is a flourishing and accessible region, everything is connected by train”
MATTIAS BALKEFORS
On spring spirits at the Danish/Swedish border
INSIGHTS / TRACEABILITY
”A paper saying ’this is sustainable’ was enough yesterday, but tomorrow we need documented facts behind it”
BIRGITTE HOLGAARD LANGER
On why blockchain technology will take the traceability work into a new era
INSIGHTS / METAVERSE
”Extended Reality is the next evolution of how we’ll communicate”
MADS TROELSGAARD
On why 2022 will be the year when XR takes off
INSIGHTS / THE HUMAN SKIN
”We will probably see the advent of patentable, genetically-modified probiotics over the next ten years”
TREVOR STEYN
On why the skincare industry’s growing attention to the microbiome is more than a quick trend
GUIDE / BLEKINGE
”It quickly became clear to me that people here know the value of togetherness”
KAROLINA STOCKHAUS
On farmers markets and art festivals
INSIGHTS / EXTENDED REALITY
”The reason why big companies m u s t make XR projects now, is that we are at the brink of an internet revolution”
SIMON LAJBOSCHITZ
On what the not-so-distant future, in which VR and AR will increasingly become an integrated part of our daily lives, will be like
GUIDE / COPENHAGEN
”It’s a splendid city, with culinary, architectonical, and artistic experiences that will keep you longing for more”
ARMIN SEMOVIC
On afternoon drinks and repurposed fashion
INSIGHTS / CIRCULARITY
”Don’t pursue it primarily as a marketing or PR effort — it is about building relationships and trust”
MARIA GLÆSEL
On why 2022 is the year when your company should start a repair service
GUIDE / ÅRE
”In contrast to all that nature has to offer, the small village of Åre has the pulse of a big city”
MALIN NILSSON
On serene nature and active nightlife
editor’s letter
”We will dedicate this year to exploring what publishing means in this new digital context”
KONRAD OLSSON
On what Web3 means for Scandinavian MIND
INSIGHTS / DIGITAL ENTERTAINMENT
”I see a lot of possibilities in a mashed, XR experienced day-to-day life altering our daily rhythm and habits”
MAJA MALETKOVIC
On how technology will make entertainment better
GUIDE / STOCKHOLM
”What I love about Stockholm right now is that the creative force has switched up to another level”
ALEXANDER UROMBI
On flourishing creative talents and suburb excursions
Q&A / FASHION
”You can only create a truly circular business if you manage to make your responsibility agenda an intrinsic part of your modus operandi”
NICOLAJ REFFSTRUP
On lessons learned from close to a decade as a ”responsible” brand
GUIDE / VARSINAIS-SUOMI
”I love exploring the Aura river to go swimming or with my standup paddleboard”
ANNA RAUHANSUU
On design and fashion along the Aura river
MOBILITY
”Business travellers will have to bite the bullet — your next pitch meeting in New York will take place in your living room”
ERIK SEDIN
On when, or if, we will go back to pre-pandemic travel habits
Q&A / BEAUTY TECH
”Instagram wants to be Tik Tok, Tik Tok wants to be YouTube, YouTube wants to be TV, and TV wants to be digital”
NICK BUCKLEY
On how beauty tech is best used in an ever-changing consumer landscape
GUIDE / TRYSIL
”Gentle mountains, beautiful surroundings and ideal for families visiting with children”
GUDRUN SANAKER LOHNE
On art galleries and world-class skiing
Q&A / MOBILITY
”Dynamic charging of vehicles can help to optimize the utilization rate of vehicles”
JOSEPHINE ADORELLE
On the future of electric mobility
THE EXPERTS / FRAGRANCE
5 emerging niche fragrance brands you should discover
LISA KJELLQVIST & TARA DERAKSHAN
On the impact that scent has on our lives and our well-being
GUIDE / SOGNEFJORDEN
”The sense of isolation and of being secluded from society is priceless”
SOLVEIG KVAKESTAD
On adventures and everyday life on Norway’s biggest fjord
Q&A / GENERATION Z
”Describing oneself as responsible is typical for Scandinavian twenty-somethings, and it says a lot about them”
AKASH PATEL
On Scandinavian Gen-Z’s view on living, owning, and becoming a grown-up
THE EXPERT / ARCHITECTURE
”They are building like crazy in Finland and what is popping up looks amazing”
NIKLAS LARSÉN
On the best of Finnish architecture from an outside perspective