Stockholm
On a flying visit to Swedish capital there were a few things that caught our eye…
Sweet Idea for Sourdough
In the city’s young creative district, SoFo in the Sodermalm, we came across a curious bakery. At first we thought there was a hotel (‘Hotell Surdeg’) attached to the bakery, on closer inspection we realised it was a hotel indeed…but one with a difference. A popular bakery trend in Stockholm is the rise (no pun intended) of sourdough. Each new dough batch contains a portion of ‘mother dough’ a carefully cultivated lactobacillus and yeast mixture that can take weeks and months to mature (even decades we’re told).
Åsa Johansson and Markus Lundqvist, owners of the Urban Deli Bageriet, have come up with Hotell Surdeg (Hotel Sourdough), a mini tower block of shelves, for home bakers to leave their ‘mother dough’ mixtures in the capable and caring hands of the bakers to feed, rest and pamper whilst their owners are away on holiday. It’s a lovely example of creating stories around products whilst bring communities with shared interests to thrive.
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Home from ‘Holm
In Talent, a lovely graphic art and design gallery in the Sodermalm that showcases some slick work from emerging Swedish and international designers offering them a great opportunity for commercial exposure.
We managed to seek out a little slice of home in the form of Bold & Noble’s typography map of London. Hej Lillie Road!
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Seymourpowell’s team regularly conduct cross-cultural city visits to help our clients understand regional preferences, diversity and to identifying common global preferences. For more information contact Tim Duncan: tim.duncan@seymourpowell.com
