On a recent visit to London I was intrigued to discover just how popular all things Nordic are over in the UK this season. It was difficult to open a magazine without stumbling across a feature on Nordic fashion, Nordic walking or Nordic design. They even have an expo dedicated to it. The Scandinavian show took over London Olympia for two days last autumn and will be setting up in Earl’s Court in October 2011.
This is the fashionable Nordic Bakery in Soho, tapping into the hottest UK culinary trend of 2011, serving dark rye breads andcinnamon buns among other things. London’s Time Out awarded it the full 5 stars in its review.
Nordic fashion brands such as Wild Swans are setting up shop in affluent areas of London like Chiswick and Islington and woman of the moment, Duchess of Cambridge Kate Middleton, has been seen dressed in Danish fashion brand, By Malene Birger.
The British people even want to exercise like us it seems. Nordic Walking UK has classes and instructors all over the UK with 54 instructors registered in London alone.
So, with this appetite for the Nordic life, perhaps we will see a few more visitors from the UK here in Sweden soon?
They could indulge in their new found interest at the Raison d’Etre spa at The Grand Hôtel in Stockholm and enjoy The Grand Nordic Restart treatment.
And if it’s Nordic fashion they’re looking for, they could register for the luxurious personal shopper service at Nordiska Kompaniet in Stockholm. We’ve teamed up with NK and now shoppers can be pampered with Raison d’Etre spa treatments while other people shop for them. Perfect for Britons wanting an all round, authentic Nordic experience!
I wonder if British trends will come to Sweden soon…..