“This collaboration with local producers in Jämtland Härjedalen demonstrates our ambition to offer travellers a shopping experience beyond the usual in our shops. With this exciting event, our international passengers at Stockholm Arlanda will get to know something about Scandinavian design and what is unique about Jämtland Härjedalen,” says Joakim Hörnfeldt, general manager of The Nuance Group Sweden.
In all, seven local artisans, one designer and representatives from the local tourist industry and Sami information organisation will be on hand next to the tax-free shop in Terminal 5. Passengers can purchase local foods such as cheese, spruce syrup and sparkling wine from Jämtland as well as locally produced mugs, candles and pillows with a mosaic design inspired by Andy Warhol.
“This is an idea that has grown and been developed together with The Nuance Group, which operates the tax-free shops at Stockholm Arlanda. We want to create an experience for every passenger. I thought spontaneously about what we have that is unique to Jämtland, and the idea of Discover Jämtland Härjedalen was born. I invited a number of companies to take part and market their activities and the region. This is a unique collaborative project and the first time we have come together at Stockholm Arlanda,” says Viktoria Månström, a designer and managing director of AnnaViktoria, who spearheaded the effort.
“Stockholm Arlanda is Sweden’s showcase to the world and the first thing our international visitors encounter. Sweden is known for its food, design and music, and the airport is a venue where we can present different sides of Sweden and what Swedish destinations have to offer,” says Roel Huinink, managing director of ASDC, which is responsible for developing shops, restaurants and commercial services at Stockholm Arlanda Airport and Göteborg Landvetter Airport.
The companies represented at the airport are AnnaViktoria, Björksavsprodukter, Oviken Ost, Tinas praliner, Huså bröd, Rönngården, Skogens Sköna Gröna and Gealtan. Visitors will also be able to learn more about the southern Sami culture through the Gaaltije cultural centre and about the destination Jämtland Härjedalen via Jämtland Härjedalen Turism and representatives from Åre, Funäsdalen and Östersund.