The Swedes Invade LA! A short piece I wrote for the NY Times / T Magazine

15culture-look-swede-tmagArticleThrongs of Swedes eager to escape the land of the midnight sun are traveling to the land of eternal sunshine. Blame the obvious (weather), the logistical (Norwegian Air Shuttle’s new direct flight from Stockholm) or the sartorial (Acne Studios’ opening of a West Coast outpost); whatever the reason, Los Angeles has become a new home away from ‘Holm for many Swedish creatives. “Without fail, every single day there’s a bunch of Swedes in the lobby,” says Fredrik Carlstrom, who ensconced himself at the newish Ace Hotel while overseeing the recent launch of Austere, a nearby Scandi-centric retail showroom and event space. Come late next year, downtown L.A. will also house AYD (short for “All Your Dreams”), a Nordic-influenced members club designed by Andreas Fornell (formerly Acne’s in-house architect). AYD will boast Swedish chefs (Adam & Albin of Matstudio in Stockholm) and club “ambassadors” like the pop icon Robyn. “A lot of people are skipping New York and going straight to L.A.,” says Patrik Berger, who co-produced the Swedish duo Icona Pop’s massive 2012 hit “I Love It.” “It’s all in L.A. when it comes to pop music.”

Post a comment

You may use the following HTML:
<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>