voices
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
VOICES / METAVERSE
”Extended Reality is the next evolution of how we’ll communicate”
MADS TROELSGAARD
Mads Troelsgaard, co-founder and CEO of SynergyXR, explains why 2022 will be the year when XR takes off.
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
GUIDE / OULU
Local craftsmanship in the capital of northern Scandinavia
LAURI LOUEKARI
Lauri Louekari, co-founder of Louekari Architects, shares a guide of the creative university town of Oulu in northern Finland.
Q&A / URBANISATION
”A study has shown that people who had a green view solved a test 19 % faster than those who didn’t”
CAMILLA HVID
On the importance of designing future cities both for people and biodiversity
GUIDE / HÖGA KUSTEN
”You have access to mountaintops and open seas wherever you go here”
MARIA ÅMAN
On world-class gin distilleries and world-heritage scenery
THE EXPERT / SOUND
”The human voice is naturally very distracting for us because our brains tend to latch onto voices”
GREG MCALLISTER
On how listening to music can have a positive effect on mood, fitness, relationships, and productivity
Q&A / SUSTAINABILITY
”We cannot see each other as competitors since we are in need of vast changes to reach the 1.5-degree goal”
LINN FRISINGER
On the open letter on how to make one of women’s biggest consumables better
THE EXPERT / WELLNESS
”Our ambition is to create a scientific council to see how health is affected over time”
PETER WÄHRBORG
On five benefits regarding hot baths with good scientific support
GUIDE / ESPOO
”Current urban development and expanding leisure activities within culture and dining makes me proud of this town”
PILVI KALHAMA
On island hopping and avant-garde design
Q&A / SOCIAL SUSTAINABILITY
”Our existing model of ‘serving’ marginalized communities with, for example, charity is a very broken system”
CARA BOCCIERI & AUDREY BABA
On questioning — and sometimes unlearning — lifelong codes and habits in order to do good
GUIDE / ÖLAND
”I got myself a 600 square meter industrial building on the island — Fåken”
ALEXANDER STUTTERHEIM
On living on the island of sun and wind.
Q&A / URBANISATION
”In our cities, we already have all the built square meters that we need — we just need to learn how to use them effectively”
ROBIN RUSHDI AL-SÁLEHI
On disrupting urban planning
GUIDE / TAMPERE
”You won’t find many Tampere-born people that are pretentious, dishonest or unfriendly”
EMMI BERLIN
On humility in Finlands hottest city.
Q&A / PLASTIC SURGERY
”Our specialty has been in the frontline of developing new innovative techniques, which other specialties have later adopted”
HAMID NATGHIAN
On how innovation drives surgical and non-surgical treatments
THE EXPERT / RETAIL
”Curation, curation, curation — to offer a relevant physical space 2021 is about curation”
KRISTIAN RAJNAI
On how to create a retail destination in radical times
GUIDE / Vejle & Syddanmark
”Picking your own oysters in Vadehavet and the closeness to everything is such a luxury”
KATARINA STIBLAROVA
On ouster safaris and New Nordic cuisine
Q&A / TECHNOLOGY
”Femtech has massive importance in the improvement of women’s lives all around the world”
BONNIE ROUPÉ
On how tech is redefining the wellness business
GUIDE / THE EXPERT / ARCHITECTURE
”Our exhibition shows that Lewerentz was provocatively engaged with the most profound moments of being a human being”
KIERAN LONG
On five astonishing works by Sigurd Lewerentz — and what they can learn today’s designers and architects
GUIDE / HELSINKI
”It’s a vivid city with a mix of east, west and north in food, fashion, design, and architecture”
NIINA & TIMO LESKELÄ
On the design and art mecca that is the Finnish capital
SCANDINAVIAN MIND x EXPO 2020 SWEDEN
”Now is the time for great innovations and disruptive thinking to make sure that we have a planet 170 years ahead”
MATTIAS HANSSON
On the Swedish participation in Expo 2020 Dubai
Q&A / FASHIONTECH
”We will see more service-based companies in the future combining remake, digitalism, art, and automation”
MOHAMMED KOSSIR
On how to — literally — breaking patterns
GUIDE / VARBERG & THE SWEDISH WEST COAST
”The harsh coastal climate with constant changes between rain, wind, sunshine and rain again has hardened us”
MONICA KYLÉN & MATS JOHANSSON
On coastal weather’s impact on creativity
Q&A / FASHION & (IN)JUSTICE
”The misconception that some technical solution will solve all of the problems is often a huge barrier for change”
MOUSSA MCHANGAMA & FREDERIK LARSEN
On the fundamental changes that it takes to make the fashion industry a force for good
GUIDE / MIDTJYLLAND
”There’s a unique entrepreneurial spirit and an unbreakable faith that we can do whatever we put our mind to”
TOVE CORTNUM
On local design entrepreneurs and raw nature
Q&A / MOBILITY
”We are committed to being one of the first to offer commercial routes with eVTOLs and battery-electric and hydrogen-electric aircraft”
HENRIK LITTORIN
On how the future for eVTOLs and electric air taxis is almost here
GUIDE / MALMÖ
”The interaction between different cultures gives Malmö an international character”
WARSAME JAMA
On micro coffee roasteries and cultural gems.
Q&A / MORE SUSTAINABLE CONSTRUCTIONS
”I believe in resource efficiency and the life cycle perspective by using the right material in the right place”
KAROLINA BRICK
On innovative ideas and innovations for a greener building industry
GUIDE / AALBORG
”I love the diverse nature and the beautiful street art murals”
STINE WINTHER
On seaside excursions and street art
Q&A / FASHIONTECH
”It’s key to actively offer your customers to buy second-hand pieces in your regular sales channels to fully normalize pre-owned garments”
GUSTAV WESSMAN
On how to make the flourishing vintage market even more relevant
GUIDE / FYN
”Visiting the many small harbours by boat is the perfect getaway”
MADS HOLM RABJERG
On boat excursions in the heart of Denmark
Q&A / INNOVATION
”This is an example of a most welcome positive feedback loop on an increasingly gloomy planet”
MARTIN RENCK
On how banning single-use plastics drives innovation
GUIDE / STOCKHOLM
”Stockholm has grown to be much more diverse and inclusive in the last two decades”
MARTIN BUNDOCK
On a sporty and outdoorsy guide to Stockholm.