More Than Meet(ball)s the Eye

What comes to mind when I mention Sweden?

Perhaps a land of tall blonde blue-eyed individuals, reindeer, Vikings, meatballs, smörgåsbords, snow, pitch-black winters and political neutrality? As a consequence of the media with which we are constantly bombarded, these are the stereotypical ideas which we all too often use to essentialise Sweden.

'Stockholm - The Musical' is an interactive advertisement showcasing many of the Swedish stereotypes. Try it out for yourself!

‘Stockholm – The Musical’ is an interactive tourism advertisement, humorously showcasing many Swedish stereotypes. Try it out for yourself!



No Boring Borealis

Despite its complex name, one need not be a scientist to comprehend the splendour of the aurora borealis, perhaps better known as the ‘Northern Lights’. The aurora is a natural light phenomenon generated when air particles are collided with charged particles in a magnetic field, causing excitation and the subsequent light emission that we see  in the skies of the Earth’s polar regions (for those of you interested in the scientific nitty gritty, I’ll leave it up to the experts).

Looking for a house beneath the stars? This just might be it.

Looking for a house beneath the stars? This just might be it.


Ikea, the Furnishing Panacea

‘Affordable solutions for better living’ – the catchphrase of Swedish furnishing giant Ikea. While not a tourist attraction or historical landmark, this mammoth enterprise is unmistakably a corporate icon of Sweden. Its budget, flat-pack furniture philosophy is popular in 43 countries, globally spreading both the Swedish name and design aesthetic (see this overview of the company’s ethic and financial success).

An Ikea storefront looking as grand as ever. Source:

An Ikea storefront.