EDITOR’S LETTER

”Our collaboration with Expo 2020 Sweden marks the next step for Scandinavian MIND”

KONRAD OLSSON
On a new partnership
April 21, 2021

Ever since we launched our magazine and platform, merely eight months ago, we pride ourselves on collaborating with the biggest most influential institutions within fashion, design, and tech — both private and governmental. 

For our launch event The Transformation Conference back in November last year, we teamed up with the Nordic Council of Ministers and their Nordic Talks initiative. In the fashion space, we’ve partnered with big trade shows like Pitti Uomo in Florence and PROJECT Show in New York, as well as our local iterations in Stockholm. 

What’s been most rewarding is that the collaborations with these fine institutions have been around conversations. I have made no secret that I want Scandinavian MIND to be a platform for change, and that i envision our content as an ongoing conversation about the transformations we are currently experiencing. 

With our latest institutional collab, we are taking it to the next level. 

Today we are announcing that we are joining forces with the Swedish pavilion in the upcoming World Exhibition in Dubai, the Expo 2020. As an official media partner, we will be shaping the editorial voice of the Swedish participation in one of the world’s most important events for sharing ideas and business. We will be creating content, live talks, and exhibitions, as well as hosting the launch event for Scandinavian MIND Issue 3, on-site in the pavilion, aptly named the Forest. 

The initiative has some of Sweden’s biggest and most influential companies tied to it — from AstraZeneca and ABB to Ericsson, Polestar, and IKEA — I’m deeply humbled by the context. The participation in the Swedish government’s largest investment on export and investment promotion ever. It will certainly be the most official activity that we have done to date. 

The collaboration has been in the works for well over a year, first with the former marketing and communications director Jessica Bjurström, and more recently with her successor Mattias Hansson, who also is responsible for programming. 

There is much to be said about what’s in store for the six month-long exhibition and our work to activate it with content and events. In the following weeks, we will reveal more of our plans. Stay tuned.

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