malmöthe fi rst modern city

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impressiVe eXpertise iN malmÖ Mobile giant RIM’s acquisition of TAT

NeW CoNFereNCe VeNUe eNHaNCes malmÖ as a meetiNG plaCe Medical conferences come to Malmö

biG Hair mama When organic is the key

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pehr andersson, Director of Trade & Industrypehr.andersson@malmo.se Kerstin Gustafsson,Director of Streets and Parkskerstin.gustafsson@malmo.se

elisabeth lundgren,Director of Cultureelisabeth.lundgren@malmo.se

börje Klingberg, Director of Real Estateborje.klingberg@malmo.se

anders mellberg,Director of Communicationsanders.mellberg@malmo.se

Johan Hermansson, director of Tourismjohan.hermansson@malmo.se

Christer larsson,Director of City Planningchrister.larsson@malmo.se

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Project manager: Göran Syréhn goran.syrehn@marknadsmedia.seText: Johan Andreasson Anne Mette Ahlgreen Kristina HedlundPhoto: Leif Johansson, X-ray (unless otherwise specifi ed)Graphical layout: Anna Hammarbäck Magnus Pedersen Rebecka AppelfeldtRepro: JMSPrinted by: Elanders

+46 (0)18 - 490 11 00 www.marknadsmedia.se-makes you visible

This magazine is published by the City of malmö. for enquiries about the con-tent, please contact:

www.malmo.se

contentsEXTRACTS FROM THE

GREEN

malmö PAGES19, 24-25

COMPANIES OF THE

� ture COMPANIES OF THE PAGES

4, 8, 12

MALMÖ CULTURALmunicipality of the yearmunicipality of the year

PAGES13, 18

MODERN

peoplePAGES10-11, 15, 22-23

ENTREPRENEURIAL

malmöENTREPRENEURIAL PAGES

9, 20-21

MEETING PLACE

malmö PAGES6, 26-27

INFRASTRUCTURE &

urban developmentINFRASTRUCTURE &

urban developmentPAGES14, 16-17

aLMÖ has changed froM be-ing a successful industrial city in decline to a modern, attrac-tive knowledge city in only fi fteen

years. Malmö’s transition has been a tumultuous one, with old landmarks being replaced by new ones. The Turning Torso has fi lled the hole left by the Kockums crane. In the past only dockers would cycle to the Western Harbour, while now students cycle to Malmö University. Not only that, this dis-trict of Malmö, currently celebrating its tenth anni-versary, attracts visitors from all over the world to see what one of Europe’s very fi rst climate-neutral urban districts looks like. On other occasions visi-tors come to the area to take part in international skateboard competitions and beach volleyball tournaments. The whole area has become one of the city’s most popular meeting places. Malmö is very much a modern city, for many reasons.

a Modern cITy ThInKs green. Malmö’s ambi-tion is to be the best in the world at sustainable urban development by the year 2020. In the same year the City of Malmö’s own organisation will be climate-neutral and ten years later, in 2030, the whole of Malmö will be supplied one hundred per cent by renewable energy. But future objectives don’t mean that there aren’t any successes today. Malmö already leads the way in terms of issues re-lating to sustainability in urban environments. The internationally recognised, prize-winning Western Harbour is Sweden’s very fi rst climate-neutral urban district, and the newly opened City Tunnel makes it possible to travel in the region in an envi-ronment-friendly, convenient way, bring shopping, entertainment and culture even closer. Malmö’s new logistics and transport centre was recently opened in the Northern Harbour, an initiative that is having a positive environmental impact and fur-ther reinforcing Malmö’s role as an important hub for commerce and transport operations.

a Modern cITy ThInKs ahead. Malmö has a young population, almost half under the age of 35, and this young population is the future of Malmö. These young Malmö residents must be given the very best conditions to live their dream lives, but achiev-ing this can be a challenge, and Malmö’s diversity gives the city some very special conditions. Not all Malmö residents speak perfect Swedish, but there are few languages that aren’t spoken perfectly in Malmö. This is a resource that off ers tremendous po-tential to both the local and the national economy.

a Modern cITy Is a city where citizens are ac-tively involved in developments. When we draw up a new general plan describing overarching objectives for what the city will look like in fu-ture, Malmö residents have their say, as having an opportunity to infl uence policy enhances involve-ment and interest in the city’s development. We also let other parties have their say, and we have some collaboration with Copenhagen on work with the general plan. Together we can make the Öresund region even more competitive.

a Modern cITy Is an aTTracTIve cITy. With the new conference and concert facility, Malmö has yet another landmark in an ideal location, within walking distance of the Central Station and the City Tunnel. It forms a link between the old city centre and the new, modern Western Har-bour district, and is a fantastic meeting place for Malmö residents. The conference and concert fa-cility undoubtedly contributes to making Malmö an even more attractive city. A modern city. Ilmar reepalu (social democrats)Chairman of the Municipal Executive Board of Malmö

Malmö– tHe moDerN CitY

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Ilmar Reepalu (Social Democrats) is the Chairman of the Municipal Executive Board of Malmö who has led the city through a period of major changes. Malmö is now a green city, a city that thinks ahead and a city where citizens are involved in develop-ments. All of this makes Malmö a modern, attrac-tive city, he writes in his introduction.

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Agneta MöllerDeputy Managing Director, Trade & Industry Tel. +46 (0)40-34 17 51 Mobile +46 (0)705-48 68 16 agneta.moller@malmo.se Louise Svensson Business Developer Tel. +46 (0)40-34 17 44 Mobile +46 (0)706-92 35 35 louise.svensson@malmo.se

Stefan Månsson Business Developer Tel. +46 (0)40-34 17 34 Mobile +46 (0)709-99 39 94 stefan.m.mansson@malmo.se

contact us to fi nd out more!In MaLMÖ There Is no shorTage of activities and op-portunities. We'd like to use this magazine as a way of intro-ducing our city as an alternative for your business, whether the company is big or small!

The Trade and Industry Offi ce provides a qualifi ed, free-of-charge service for those planning to start up a business here. We also provide a service to existing companies that want to expand or move their operations within Malmö. This includes, for example, information about networks for entrepreneurs, opportunities to recruit labour, general in-

formation about trade and industry in Malmö and guides to municipal businesses that may be involved.

By means of active marketing, we aim to support the growth of local companies and attract new businesses to Malmö. Drop in and see us, we'll spend a few hours show-ing you the commercial aspects of Malmö and set out the opportunities for starting a business here. Or contact us to fi nd out more!

www.malmobusiness.com

Get tHe most oUt oF malmÖ

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“It’s easy to like Malmö”

he exPerTIse and creaTIv-ITy are impressive, especially the skills in developing a user-friendly interface, which com-

plement our business,” says Paul Lucier.

canadIan coMPany rIM and Malmö com-pany TAT had not had any business relations with one another before the acquisition. But interface expert TAT, with more than 170 em-ployees, had made a name for itself all over the world with a customer base that included Sony Ericsson, Motorola and Nokia.

“In spring 2010 we we had plans for a Stock Exchange launch, but the timing wasn’t quite right. In October we were con-tacted by RIM. Of course it was nice to re-ceive the attention, but we weren’t entirely sure how our organisations would fi t to-gether. Two of TAT’s founders travelled to

Canada and met RIM’s founder, and it felt just right,” says Charlotta Falvin, who was MD of TAT until the acquisition.

The acQuIsITIon Means ThaT TaT now has only one customer, and that it works 100 per cent on product development for Black-berry’s smartphones and tablet PCs. But the company is staying in Malmö, and the new owners have ambitions for the company to grow in the region.

“If they’d only been interested in the tech-nology, they’d just have bought that. RIM’s was almost more interested in the people and the expertise possessed by the employ-ees, as well as the potential to employ more people of the same calibre in the region,” says Charlotta Falvin.

The acQuIsITIon Means ThaT TaT’s team

of developers now has access to world-leading research at RIM. In 2011 alone the Canadian company is spending no less than 1.35 billion US dollars on research. At the same time, RIM says that they now have more than 67 million subscribers all over the world, and that BlackBerry App World is expanding rapidly with more than three million downloads every day.

“Through this acquisition, we hope to be able to combine TAT’s creativity and talent with our established team, to further devel-op Blackberry’s PlayBook tablet PC and our smartphones,” says Paul Lucier.

The WhoLe regIon Is PerceIved By rIM as being extremely competitive, especially in the hi-tech fi eld, and the company believes there will continue to be healthy growth in this part of the world. Not least now that one of the world’s fi ve biggest manufactu-rers in the fi eld of smartphones has gained a foothold in the region.

“The City of Malmö is also easy to like. After only a few days, it felt that I’d got to know the place. Just like Waterloo, where we have our head offi ce, Malmö is a centre of innovation,” says Paul Lucier.

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RIM (Blackberry) after acquiring Malmö-based company TAT

It’s easy to like Malmö. So says paUl lUCier, maNaGiNG DireCtor oF researCH iN motioN (rim), NortHerN eUrope aND rUssia. But at the outset it was interface experts TAT for which the Canadian mobile giant fell, and for which they were prepared to pay more than SEK 800 million.

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Game developer IllusIon labs from malmö

On an iPhone near youMalmö is also on the map when it comes to games and apps for mobile phones and com-puters. Two examples are the mobile games Labyrinth and iPint, which have enjoyed major international success and are sure to be on a mobile phone near you. Behind this success is Malmö-based company Illusion Labs.

“At the height of its popularity, Labyrinth was down-loaded 80,000 times in one single day,” says Carl Loodberg, one of the founders of Illusion Labs.

Carl Loodberg had previously worked as a soft-ware developer for a number of different compa-nies, but driven by the dream of being his own boss, he and his friend Andreas Alptun started up Illusion Labs in 2007, now employing eight peo-ple and generating revenue of SEK 27 million.

The company develops games for the iPhone. This popular phone has a large screen and hard-ware and software that are suitable for use as a games console. And instead of using buttons or the touchscreen function, you play by tilting the phone in various directions. The iPint game is an excellent example of this, in which the phone becomes a beer glass that has to be emptied – rewarding the user with a satisfied burp.

The games developers have focused on creating simple, enjoyable games that are user-friendly.

“I showed Labyrinth to my 92-year-old grand-mother, who’d never used a mobile phone, but she understood right away how the game worked,” he says.

Initially Labyrinth was a free game, for which users could then buy updated versions, while iPint was financed by sponsorship from a UK company.

The reason why free games are worth invest-ing in is that people who really enjoy the game can then buy a full version with more levels and functions.

“But the fact that we have a well-known distri-bution channel (Apple) for our games is also a ma-jor element of our success,” says Carl Loodberg.

There have been moregreat games. Such as Touchgrind, which is based on using your fingers to skateboard on your mobile.

The crew at Illusion Labs: Andreas Alptun, Olle Hedman, Carl Loodberg, Jim Winberg, Mirabelle Looft and Marcus Andersson.

hIs decIsIon makes Malmö even more attrac-tive to visitors, and the building is of crucial im-

portance for the development of Malmö as a venue for international conferences,” says John Monhardt, MD of the Radisson Blu Hotel in Malmö and also Chairman of Destinationsbolaget i Malmö AB.

The 75-MeTre hIgh building will be a new symbol for Malmö, visible from all over Malmö, the Öresund Bridge and parts of Copenhagen. The vast complex of 90,000 square metres will be located in the centre of Malmö, between the old city centre and the modern West-ern Harbour, and will actually consist of three different buildings: conference hall, concert hall and hotel.

The conference section will be able to house up to 1,500 people, the concert hall will have a capacity of 1,600 and the hotel will have around 375 rooms. It is expected to be completed around the end of 2014/beginning of 2015.

“This does of course mean a great deal to the city and also the region, which with the conference venue will have a high-quality facility that can attract international visitors. The first conferences have already been booked, for 2015 and thereafter,” says Lars Car-mén, Malmö’s Director of Tourism.

The InvesTMenT Is around SEK 1.5 billion, and the financial risk is being

shared between a number of parties, the municipality and private operators. The concert hall will be owned and operated by the municipality, while the conference centre and the hotel are owned by Skanska and will be run by the hotel chain Choice Hotels.

“But this isn’t just a group of amaz-ing buildings that are conveniently located for visitors. This is becoming a reality because there’s a strong con-nection with the area and the region, not least with research in the areas of medicine and technology, for example, where there’s a major need for a facil-ity like this,” says Lars Carmén.

The conference and concert facility will not be a closed forum for a small cultural elite or for international con-ference delegates, but it will be a liv-ing, open centre that is available to all.

The intention is that Malmö residents and those who work in Malmö will be able to go there on the spur of the mo-ment and know that there is always something happening there. This doesn’t have to mean large concerts or events, but perhaps small musical appearances in the foyer or the restaurant.

“This is a strategically very im-portant project for Malmö and now, thanks to extremely professional work from all involved, we can feel secure to proceed with the project,” says Mu-nicipal Commissioner Stefan Lindhe (Moderates).

The decision has now been made by the Municipal Executive Board. In about one year’s time, the first sod will be turned for the much-anticipated conference, concert and hotel facility in central Malmö.

Ready for newconference, concert and hotel facility

Expected to be completed around the end of 2014/beginning of 2015.

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Malmö, the fi rst modern city

No, of course we can’t prove it. That Malmö is the First moDerN CitY iN sWeDeN. It’s more of a feeling that we and many others have.

aLMÖ’s Been really good at adapting to new trends, and it’s a city that has often been modern.

Not least now,” says Orvar Löfgren, Professor of Ethnology at Lund University.

The Öresund regIon Is no longer mainly a geographical location, the term has also become lodged in the consciousness of peo-ple all over the country. For many people it’s maybe the Bridge, the Turning Torso, the City Tunnel or Malmö Arena that is the main symbol of this expansive area that includes 3.8 million people.

Regional development has also meant a lot for the attitudes and values of Malmö residents, claim researchers.

“We know that Malmö residents have noticed and certainly been affected by the dynamics and the development of the city. There’s a strong faith in the future here, and many people feel that the city’s become more successful,” says Orvar Löfgren.

The BrIdge oPened uP The cITy to the world. The Turning Torso challenged the Jante Law, the Swedish suspicion of individ-uality. The City Tunnel brought hope to the art of engineering. And when Malmö Arena plays host to major international events, it’s no wonder that Malmö residents feel some sense of pride.

“But Malmö’s also been very successful with its marketing – and in communicating an im-age of an expanding city,” says Orvar Löfgren.

coMMuTer TraIns aLso run virtually fully loaded to and from the city, and the number of inhabitants in the city is on the increase. The number has now passed 300,000 and city plan-ners are reckoning on being able to grow by5,000 a year over the next few years, which

means that the 400,000 limit may be passed within twenty years.

For many of these people, the city has become synonymous with modern life, in which a multicultural society, sustainabil-ity-related issues and the ability to travel out into the world are taken for granted. The city is also attracting many creative people, resulting in successful companies, not least in the fi elds of IT and graphic design.

MaLMÖ has BecoMe a little bit more of a city, and leads the way in many areas com-pared with other cities in Sweden.

“Malmö is probably ahead of other cit-ies in terms of modernity. It’s become more international and more multicultural. This is more noticeable in Malmö than in other cities,” says Per-Markku Ristilammi, also Professor in Ethnology, although at Malmö University.

BuT WhaT Is Modern is something that changes over time, and the city has to be able to adapt. Malmö was also a modern city back in the 1950s and 1960s, when the Swedish Welfare State emerged.

Before the bridge opened in the year 2000, the city was well on the way to shed-ding its skin.

“What is modern must be constantly re-formulated and rediscovered, and Malmö’s been good at that,” says Orvar Löfgren.

The Modern MaLMÖ has created a slightly more diverse landscape. A more densely pop-ulated city with more people in the same area, where meetings between people take place naturally. The Western Harbour is often cited as an example. The area is also something of a surprise in terms of the integration and combination of people moving around in the area. It also attracts architects and urban plan-ners on pilgrimages from all over the world to study an example of success.

“The Western Harbour is actually one of the most successful waterfront projects in the Öresund region. It’s become a meeting place for the whole of Malmö, and also at-tracts people from various social groups,” says Orvar Löfgren.

BuT IT Is of course not only the Western Harbour that accounts for dynamism and encounters, even though the district does attract much of the media’s attention.

The new Central Station – not least the restaurant square there – has quickly at-tracted healthy interest among people, the area around Triangeln is expanding thanks to the City Tunnel, and Möllevången is a place for exciting meetings.

aT The saMe TIMe there is another image, which is in contrast with faith in the future and optimism – segregation, shootings and criminality. But in purely cynical terms it is nevertheless this multifaceted Malmö – with both positive and negative aspects – that has actually contributed to the city status that Per-Markku Ristilammi is talking about.

“It’s at this very dividing line where it’s all going on, and where exciting things are happening,” he says.

What is modern must be con-stantly reformu-

lated and rediscovered, and Malmö’s been good at that.

“There are lots of great things going on in town, like Gallery night for example. and it’s good that the artists’ colony is still there at möllan. It feels as though the city is looking after culture, and that feels modern to me.”

Gustaf Johansson, 25, photographer.

iN WHat WaY is malmÖ a moDerN CitY to YoU?

Malmö, the fi rst

The Modern MaLMÖ has created a slightly more diverse landscape. A more densely pop-ulated city with more people in the same area, where meetings between people take place naturally. The Western Harbour is often cited as an example. The area is also something of a surprise in terms of the integration and combination of people moving around in the area. It also attracts architects and urban plan-ners on pilgrimages from all over the world to study an example of success.

“The Western Harbour is actually one of the most successful waterfront projects in the Öresund region. It’s become a meeting place for the whole of Malmö, and also at-tracts people from various social groups,” says Orvar Löfgren.

BuT IT Is of course not only the Western Harbour that accounts for dynamism and encounters, even though the district does attract much of the media’s attention.

The new Central Station – not least the restaurant square there – has quickly at-tracted healthy interest among people, the area around Triangeln is expanding thanks to the City Tunnel, and Möllevången is a place for exciting meetings.

aT The saMe TIMe there is another image, which is in contrast with faith in the future and optimism – segregation, shootings and criminality. But in purely cynical terms it is nevertheless this multifaceted Malmö – with both positive and negative aspects – that has actually contributed to the city status that Per-Markku Ristilammi is talking about.

“It’s at this very dividing line where it’s all going on, and where exciting things are happening,” he says.

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... klas tHam, WHo Was seNior arCHiteCt For tHe bo01 HoUsiNG eXHibitioN in Malmö. More than ten years have passed since the offi cial opening.

hello there ...

malmö is a city that's been good at adapt-ing to new trends,"

believes orvar löfgren, professor of ethnology.

Photo: Helena Bergengren

“If you want to seize the opportunity, there are plenty of options. malmö’s a modern city where you can – and are al-lowed to be – as creative as you want. at the same time there’s still a lot of person-ality left in malmö, it still has its old soul, and I think that’s nice.”

lovisa ståhl, 30, musician and artist.

What gives you most satisfaction?“The fact that those living and working in Bo01 seem to be happy, and that Malmö residents seem to have taken Bo01 to their hearts! And that the positive international attention that Bo01 has received can contribute to achieving a greater understanding of people’s sensory and emotional needs in the urban environment.”

What did you have in mind when you designed Bo01?“Sustainability was the basic requirement, but sus-tainability requires attractiveness. Sustainability and attractiveness in turn require the very best of architecture, engineering, craftsmanship, art. Only the best was good enough – because high quality is the only thing that pays in the long run!”

When you see the outcome – what’s surprised you? “That Bo01 has become so incredibly well appreci-ated, as a destination and a living environment.”

It’s attractive as well – how important is its beauty?“The aesthetic aspect is extremely important. If we’re to build a sustainable society, we must realise the importance of beauty in architecture, not just as some kind of unnecessary icing on the cake.”

and there’s so much greenery in the area.“Yes. I’m delighted with the investment in very high-quality greenery, which has so far produced above all beautiful, welcoming gardens. The fa-cades, the walls of the communal space, are still waiting for their greenery!”

What do you think when you see what Malmö has developed into today? “I’m extremely impressed!”

8

WhIch TasTe rePresenTs faith in the future, security or freshness is of course a matter for discussion, which is considered in dialogue with the customer. It might be raspberry, mint or even peppermint if you want to think big.

The foodIsM coMPany is currently being developed at the Minc business incubator, which is owned by the City of Malmö. But in six months’ time the company will be standing on its own two feet. The aim is to become established at a number of locations in Sweden, and hopefully also in Copenha-gen and the rest of Europe.

“Scandinavian food is ithe fl avour of the month in a lot of major cities such as Lon-don and New York. This means that we have a little bit of extra self-belief back home,” says Sara Westerlin.

erTaIn coMPanIes work to design graphical profi les or to strengthen a company’s im-age using words and pictures.

Malmö-based company Foodism has adopt-ed a totally different approach, and has spe-cialised in adding fl avours to companies.

Based on a coMPany’s core vaLues, Food-ism develops a unique taste profi le. The outcome might be chocolate, biscuits, tapas, fl owering salads, etc., which can be served, for example, at various corporate events.

“Taste is a portal to people’s emotions. And it arouses interest, making it easier to initiate a dialogue with your customers and to explain what the company stands for, instead of simply handing out adverts and brochures,” says Sara Westerlin.

The duo used To Be fellow students at Kris-tianstad University College, where they spe-cialised in Communication. When they had fi nished their studies, their direction had already been decided.

“The inspiration came from our teachers, who have “fl avoured” Sweden at the Swed-ish embassy in the USA and also fl avoured music,” says Sara Westerlin.

The coMPany had a fl ying start. At the Gas-tro Nord trade fair in Stockholm in 2008 they were given the task of creating fl avours for the companies Odd Molly, Harley David-son and Apple.

“Our customers are happy, and say that it’s become easier to talk with their customers about the company’s core values, once a taste has been included,” says Sara Westerlin.

Flavouring brandsWhat does your brand taste of? Because food and fl avours can say a lot about a company’s core values. These are the claims of gastronomes sara WesterliN aND VaNJa FraNZÉN, FoUNDers oF tHe CompaNY FooDism, which develops fl avour profi les for everything from motorcycle companies to clothing brands. Flavour arouses

interest and makes it easier to

initiate a dialogue with your customers and explain what the company stands for.C

Sara Westerlin and Vanja Franzén (photo) are the women behind Foodism – the company that fl avours brands.

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oMPanIes are QueuIng up to join the two-year incubator pro-gramme in the Western Harbour in Malmö. Every year 250 busi-

ness startups apply here, and the take-up rate is about 15 companies a year. The cri-teria are tough. Companies must be based on an innovation, they must have growth potential and be able to become profi table relatively quickly.

“We meet 100 or so entrepreneurs every year. Above all, we assess their drive. Many times the person is just as important as the concept,” says MD Bodil Rosvall-Jönsson.

a survey conducTed among the 40 com-panies that have left Minc’s secure embrace since 2005 reveals that in 2010 they generated revenue of more than SEK 210 million and em-ploy more than 200 people. The survival rate is 90 per cent, which is higher than the average, 68 per cent according to Growth Analysis.

Polar Rose is one of the latest success sto-ries. This small company, which developed a face recognition system, was bought out by no less a company than Apple only two years after completing the incubator programme. Another is the widely reported Hövding, the cycle helmet company with infl atable hel-mets, which may still be in the development stage and has been given millions of Swedish kronor in venture capital, but is expected to be able to conquer the world.

one exaMPLe of an incubator company is Mandelform Studios, which moved into the incubator last November. The company de-velops games and helps companies to de-velop apps, and with its games app Chicken Frenzy has quickly climbed the download charts and is currently number one for games apps in Sweden.

Snabboteket moved into the premises as

recently as last winter, but is making rapid progress towards the market. The company reached the Swedish fi nal of the Venture Cup and won the third prize. The launch is now being planned for the turn of the year, when non-prescription drugs and other typical “pharmacy items” will be offered in a new format and via other channels: on trains, information counters, etc.

“The environment was a big help. There are lots of people to bounce ideas around with, and we’re getting some good help and support in achieving our objective,” says Jo-han Bergenholtz, one of the three founders.

furTher doWn The LIne is IT company Vergic, which left the incubator in 2007 and has 11 employees in premises at Minc. The company will soon be able to take the next step, having signed an attractive partnership contract with Logica. When this major company starts to recommend Vergic’s system for its customers, the company will need more people.

“We expect to grow to 20 people, and thanks to our being in this environment it’s easy to re-cruit competent staff,” says Johan Ringsberg, Sales and Marketing Manager at Vergic.

There is a long list of good examples. But Bodil Rosvall-Jönsson, MD at Minc, believes that it could be a much longer list if there had been better access to capital. Many companies are in the starting blocks, but sometimes fi nd it diffi cult to attract suffi cient external capital for their expansion. Venture capital companies have become more cau-tious about startups and are tending to look towards mature industries. One possibility would therefore be to devote more attention to partnerships with local business angels – which she considers to represent unuti-lised potential. These people will often have a major commitment to regional trade and industry.

Good prospects for Minc companies

9 out of 10 succeed

Minc’s MD Bodil Rosvall-Jönsson with Snabboteket’s Jacob Lönroth (left) and Johan Bergenholtz (right).

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a meeting place where young entrepreneurs meet established businesses, primarily in the fi elds of IT, design and media. a place for advisors and investors to meet new business startups. In 2010 approx. 7,600 people visited minc. Source: minc.se

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The Malmö-based incubator Minc is Sweden’s leading incubator. Here more than 30 companies can develop – primarily iN tHe FielDs oF DesiGN, DiGital meDia aND teleComs – until after two years it’s time for them to stand on their own two feet. The building on Anckargripsgatan in the Western Harbour has also developed to become a “Hot spot” – a meeting place for a creative economy.

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The hairdryers at big Hair mama’s salon have also been chosen with consideration of the environment – from recycled, ecologically degradable plastic.

ola Björgell is a radiologist and regional con-sultant in skåne, but has also been officially ap-pointed Malmö ambassador for his work to put Malmö on the map for medical conferences.

“I’ve travelled all over the world and visited lots of conferences. Malmö has absolutely everything you need for a successful conference,” he says.

Every year Malmö attracts thousands of doctors, researchers and other experts in the field of medi-cine. In the next year alone, more than twenty con-gresses and conferences are planned in the field of healthcare. The biggest and best known of them all is Consultants of the Future – a success story that started five years ago, and that next autumn is ex-pected to attract 1,500 people over the three days.

“Consultants of the Future has become the obvious meeting place for all doctors. It’s Swe-den’s biggest conference focusing on specialists, and all of the major healthcare organisations are there,” says the person behind the initiative and conference manager Ola Björgell.

At present there are about twenty people working on the conference, which will be held for the third time. The conference reaches its peak during the three days, but it lives all year round.

“This is a process that lives all year round. There’s a starter, main course and dessert. It has to make you feel both satisfied and hungry for more at the same time when you leave the con-ference,” says Ola Björgell.

“There is much in Malmö’s favour, such as new conference premises, good communications, hotel capacity and not least of all a pleasant city centre. But it’s also crucial to have a passion for what you do, to relish your work. If you’re in the conference industry it’s also important that you really love your city,” emphasises Ola Björgell.

“I usually say ‘it has to be just right’. I was born in the hospital in Malmö, I grew up and worked there for many years and I’ll probably die in the same place. It feels down to earth and good. I’m very proud of the City of Malmö, so I can sponta-neously and honestly invite anyone to come here, as a guest, to attend an event or as a speaker.

Success breeds success. In the wake of Con-sultants of the Future, another new, major con-ference is being created by Ola Björgell and his colleagues: Spotlight on the Elderly, about both healthy and ill old people, and about healthcare in the final stages of life.

“But the real winner is the patient, who re-ceives even better healthcare as attendees raise their competence levels after the conference,” says Ola Björgell.

I’m very proud of the City of Malmö, so I can sponta-

neously and honestly invite anyone to come here.

Medical confer-ences attract thou-sands of delegates to Malmö

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he BIg haIr MaMa hairdress-ing salon exudes retro. A 1970s table and mirror, orange swivel chairs, shelf units made of steel

and wood, red lamps and a teak sofa are just some of the furnishings of the era. In the middle of it all stands 30-year-old own-er Jenny Berger, creating a retro style for a customer who has already had her hair col-oured platinum blonde. Using organic prod-ucts – naturally – because at this establish-ment the hairdressers work exclusively with hair products that do not harm the environ-ment or the body.

Jenny Berger Is every BIT as colourful as her salon.

“The idea behind the salon is that you can have nice hair without having to com-promise either your health or the environ-ment. I also like the retro feel to the salon. I chose second-hand furniture primarily be-cause it looked good, but at the same time recycling is also good for the environment,” says Jenny Berger, who has had the salon since 2008.

aT BIg haIr MaMa each hairdresser has their own personal profi le, which is described on the website. This provides something to talk about when customers are being given their waves, curls or haircuts. One hairdresser loves cooking, another likes handicrafts and a third enjoys dancing and baking.

“My favourite is Sarah Bernard biscuits,”

says Jenny Berger, continuing:“I think it’s important to have a personal

style in the salon, and also that we treat our guests with a personal touch. Everyone must feel welcome here. When you’re look-ing for a hairdresser, it’s not just about the technique, the craft, but also about commu-nication,” she says.

Jenny Berger has her own experiences, which are the reason why she chose to fo-cus on organic products.

“The fi rst year after graduating I had to go to hospital because I was suffering with ecze-ma and couldn’t bend my hands,” she says.

one day she Was chaTTIng with the owner of Malmö’s fi rst organic salon, Manatura, and was offered a job.

“I trained there as an organic hairdresser. Af-ter a while my hands improved. I also thought that I had a sensitive scalp, but I changed shampoo and it stopped itching,” she says.

she Is noW InvoLved in a new project that involves informing hairdressers about alternative products.

“We welcome all kinds of custom-ers, but many people choose our salon because we have an aware-ness of the environment and organic products. But there are also people who just think it’s a nice salon,” says Jenny Berger with a smile.

Organic is much more than a trend. It’s a development process. Not least in Malmö, the city that has become world famous in the fi eld of sustainable urban development. The orGaNiC HairDressiNG saloN biG Hair mama is both old-fashioned and ultra-modern at the same time.

When organic is the key

>> big hair mama

The big Hair mama salon opened in 2008. employees: 4. Profi le: organic, retro and personal style.

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in the salon, and also that we treat our guests with a personal touch.

Torage coMPany eLfa started up in Stockholm around 60 years ago, since when it has grown to become one of the world leaders

in the storage segment. The product range consists primarily of three product lines: drawer system, shelf system and sliding doors. In 1990 the head offi ce was moved to Västervik, where the company’s biggest production facility and factory was also based. The Group now has 600 employees and revenue of around SEK 900 million. The company’s most important growth markets are primarily on the continent, in Germany, France and Poland, and they have major ex-pansion plans. The objective is to double revenue within fi ve years.

“It’s our aim to grow from being pri-marily a Nordic company into a major European and international Group. So it’s important that our head offi ce is central-ly located in our area of activity, and as close as possible to our growth markets,” says Per von Mentzer.

The choice of Malmö was a natural one. Apart from its proximity to Central Europe, the Öresund region is one of the most vibrant places in Northern Europe with its 3.7 million inhabitants.

“The decision to move Group manage-ment to Malmö was made primarily for two reasons: partly to secure the future recruitment of expertise in senior func-tions, and partly to facilitate communica-tion within the Group,” says Per.

The nuMBer of PeoPLe in the offi ce at Södertull is modest at the moment, only

six employees, but there are plans in place to recruit additional staff. The MD can al-ready see positive effects of the move. The city exudes self-confi dence and creativity, which is extremely infectious.

“As a rule I hear very positive reactions from everyone who visits us. Most come here via Kastrup, and many of them are genuinely surprised that Malmö is almost as close as Copenhagen, and that the city’s so modern and attractive,” he continues.

Per von MenTZer was born in Malmö and grew up in the region, and is happy to be back. He can see a city that has changed down the years – for the better.

“Malmö is now an international, multi-cultural city. It has a diverse, in the positive sense of the word, and extremely dynamic environment,” says Per von Mentzer.

Other activities in Västervik will not be affected by the Group management of-fi ce’s move, and will continue to be the centre of Elfa’s logistical organisation. As well as the factory, the location is also the base for a number of central functions such as purchasing, logistics, product de-velopment and IT.

Elfa’s main markets are the Nordic region, Central Europe and the USA. “Bearing in mind our future initiatives, it was a NatUral step to moVe GroUp maNaGemeNt to malmÖ. We can now reach all of our most important units within a day,” says CEO Per von Mentzer.

The environmentfeels creative and dynamic

elFa moVes GroUp maNaGemeNt to malmÖ

SIt’s important that our head offi ce is at the

centre of our area of activity and as close as possible to our growth markets.

– Per von Mentzer, CEO of Elfa.

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“There are a LoT of non-activated spots out here. So the area needs to have more life”, says Museum Manager Göran Larsson.

The winds of change are blowing through the museum area around Malmöhus Castle in Malmö. This is where you will fi nd the Malmö Art Museum and Malmö Museums, with their various exhibitions about seafar-ing, technology and natural history. The area has a central location, yet is still set slightly apart with parks and watercourses forming small borders.

“There must be a story to be told in the area, whether or not you go into the build-ings,” says Göran Larsson.

neW WaLKWays, signs, lighting, etc, all help to communicate the fact that here you can see the development of natural science, tech-nology and art, all gathered in one place.

“We have a multifaceted operation. There is breadth here, and we can show that tech-nology, art and human development are all interconnected. There are few that can do this as well as we can,” says Göran Larsson.

even In The exhIBI-TIons, major chang-es are under way. One example is the new permanent exhi-bition entitled “Your nature”, which deals with the relationship between man and nature. Theory and practice are inter-woven. Among other things, the visitor has the chance to create a so-called natural view profi le.

“In the past, you walked around a mu-seum with your hands behind your back. But there have been major developments in the area of museum technology, and we’re focusing on offering experiences. There will be lots of living examples,” he says.

one vasT ProJecT is the new aquarium, which will be built at a cost of SEK 46 mil-lion. There are also major renovations under way in the castle, as the historical section has to be converted.

Malmö Museums are reinventing themselves with a totally NeW permaNeNt eXHibitioN aboUt maN aND NatUre, as well as building a vast aquarium costing SEK 46 million. The external environment will be reviewed at the same time.

Museums focus on the story

Göran Larsson

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an important hub for vehicle imports can be further reinforced,” says Johan Röstin.

There are a LoT of special features in this harbour in Sweden’s third largest city. First-ly, for ten years now it has been run by Co-penhagen Malmö Port AB, a Danish/Swedish joint venture that consists partly of private investors. Secondly, the port company of Co-penhagen and Malmö is – as the name sug-

gests – not ONE port in a geographical sense. Copenhagen Malmö Port (CMP) is better de-scribed as a company in the port industry with a number of port facilities geographically dispersed at several lo-cations, all within the Öresund region.

ceo Johan rÖsTIn exPLaIns that the com-pany has performed well despite dramatic fl uctuations in the economy. The strategy is diversifi cation, not putting all its eggs in one basket. Operations here are based on oil, ve-hicles and passenger traffi c.

“Our product areas complement one anoth-er and have different economic cycles. There’s always something that’s doing well,” he says.

n 7 sePTeMBer the offi cial open-ing of the fi rst parts of Copenha-gen Malmö Port’s expansion of the Northern Harbour in Malmö

took place. “Our vision is to be an important hub be-

tween sea, rail and road transport operations. The opening of the Northern Harbour means that we’re well on the way,” says Johan Rös-tin, CEO of Copenhagen Malmö Port.

The exPansIon of the Northern Harbour is one of the biggest construction projects in the history of Malmö, covering an area about the size of 50 football pitches. In addition to extensive dredging work and increasing the depth to nine metres, a 1,300 metre long quay and a vehicle ramp have been built. The railway will also be extended to a to-tally new combi-terminal, where goods can be loaded and unloaded.

The cement company Cementa is one of

the new tenants in the Northern Harbour. The 90 metre high silo has become a land-mark, and the top fl oor will house a confer-ence venue. At the same time ro-ro traffi c, which used to be inside the harbour, will be moved out.

“The new terminal in the Northern Har-bour will relieve the city of all the traffi c from trucks driving on and off the ships,” says Johan Röstin.

When The conTaIner TerMInaL and the fer-ries move to the Northern Harbour, attrac-tive land will also be freed up in a central location. Where ro-ro ferries used to dock, work will soon be starting on the New Har-bour, which will contain offi ces and homes and will be completed in 2020.

“When container operations are moved from the central harbour to the Northern Harbour, space will be created for more ac-tivity, which means that Malmö’s status as

CopeNHaGeN malmÖ port is making major investments worth two billion Swedish kronor. On the Danish side, there is signifi cant work under way to extend passenger and bulk terminals. In Malmö there is a massive infrastructure project at the Northern Harbour, where 150 HeCtares oF sea are beiNG CoNVerteD into terminals for ro-ro, container and combi traffi c.

Investing billionsin the Northern Harbour

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Illustration: Anna Olofsson

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arTIn BJÖrgeLL Is only 24, but he’s already come a long way in his career as a leader. What started as the posi-

tion of troop leader in the Bunkefl o scout troop has now taken him onto the business magazine Veckans Affärer’s list of Sweden’s leading talents, as well as a number of other prestigious awards.

“I’m convinced that commitment breeds commitment. And the scouts were a fantas-tic arena for me to spend time in and devel-op,” says Martin. “I was given tremendous opportunities at an early stage to be in-volved in important issues and to grow with the responsibility that went with that.”

MarTIn BJÖrgeLL Is a guy with several talents. For many years he has been inspiring young scouts as a leader, and through the local scout-ing association he started and ran a number of projects dealing with issues such as mugging, bullying, diversity and xenophobia.

This spring he received a grant of SEK 250,000 from the King himself for his “sup-portive, listening leadership” within the scouting movement. In 2008 he was named Young Leader of the Year at the “Young Stars’ Gala”. Martin Björgell has also found time to win the TV programme “Battle of the Choirs” with Team Ola in 2009. In 2010 he was also fi nalist in the “Economics Stu-dent of the Year” competition and in the “Malmö/Lund Resident of the Month”.

But employers will have to wait a little before they can try to attract this leading tal-ent. After a summer job at Handelsbanken in Stockholm, he now has his fi nal year at Lund University, where he is reading Busi-ness Administration, specialising in Strategy and Control Systems.

MarTIn BJÖrgeLL Is haPPy to talk about value-based leadership, which goes far be-

yond a one-dimensional focus on profi t maximisation in pounds and pence. Modern leadership is characterised by courage, con-sideration and drive.

“I want to fulfi l dreams, to light fi res that have been extinguished or never burned,” he says, continuing:

“Good leadership is about standing up for what is right. And companies must dare to set social and human targets as well.”

And his own career objectives have, per-haps not unexpectedly, been set high.

“My vision is that in ten to fi fteen years I will be CEO of one of Sweden’s biggest com-panies.”

“Some people might think I’m full of my-self, but those I’ve worked with know what I’m about. You have to keep ywour feet on the ground and understand and be prepared for the fact that life can change and plans can be overturned.”

He also spent some time in a “regular” full-time job at ICA, where he worked after upper secondary school. It was a short ca-reer, in which he advanced to become head of security before his studies called.

MarTIn BJÖrgeLL has never hesitated to pull on the leader’s jersey.

“I think that in many cases people are prevented by a fear of making mistakes. But that’s something they create themselves.”

“For me it’s all about doing what you en-joy, and it’s been important to try different things. But I’ve always worked on a volun-tary basis,” he says.

The leading talent from Bunkefl o in the south of Malmö is always prepared to make the world a better place.“If you do what you believe is right, you take others along with you, and a leaDer mUst alWaYs Dare to Go oN aHeaD and show courage,” says Martin Björgell.

Be prepared

For me it’s all about doing what you enjoy,

and it’s been important to try different things.

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Social innovations – a development area in Malmöduring the spring, 40 or so people sketched out what a social incubator might look like, and the results have been turned into a report from Medea at Malmö university.

“We wanted to create a structure and method that makes better use of all the good ideas, initiatives and work that exist in society,” says Per-Anders Hill-gren, researcher at Medea and one of the report’s authors.

The integration project “Children in the City”, the “Aluma” magazine for the homeless and the open leisure activ-ity known as “Rabbit Hotel” – in which children can look after animals – are just some of the examples of social in-novations in Malmö that have generat-ed attention. But there are many other good initiatives in the city that never have the chance to fl ourish, and that in many cases could be better developed, if only there were a framework.

“Now we want to capture all of these inspired individuals,” says Per-Anders Hillgren.

The workgroup emphasises the im-portance of setting up creative meeting places – a free zone – with a high ceil-ing for committed citizens, entrepre-neurs and offi cials. But it is also crucial to build a structure that has the ability to capture all of the good ideas – from young people in the city to entrepre-neurs who perhaps simply need more traditional coaching. There is tremen-dous potential. The objective is to cre-ate real companies and jobs.

“They can be various kinds of com-panies. Some might be commercially sustainable, but many will probably be non-profi t-making and can apply for fi -nancing in other ways. We envisage a dispersed operation, an incubator that is active out in various parts of the city and with a small central administra-tion,” he says.

The report is an important basis for an initiative aimed at creating new jobs, with a special focus on areas of the city with high unemployment. One initiative planned for the autumn is a partnership between the City of Malmö, trade and industry in the form of Upp-start Malmö, and Malmö University through Medea.

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centres are better than one3

Developments at triaNGelN aND HYllie are totally re-drawing the map in the country’s third largest city. “Drive me to the centre” can now easily be misinterpreted if you happen to be at the Central Station in Malmö.

hen The cITy TunneL was opened in 2010 and trains started to roll, the third larg-est railway station in Sweden

was also opened – Triangeln – and overnight Malmö had gained a second centre. Even if the construction cranes are still there – and it won’t be until 2012 that NCC’s major shopping centre, offi ce and residential com-plex will open – the pulse has quickened signifi cantly with more than 50,000 people passing through Triangeln every day. With-in walking distance there is a music theatre, concert hall, cinemas, sports venues, shops, department stores and not least of all the University Hospital, which employs no few-er than 10,000 people.

aT The saMe TIMe, The TunneL continues southwards to the totally new district of Hyllie, which when complete is expected to have gained 9,000 new homes and the

same number of jobs. Following a targeted development of Hyllie – fi rst the Malmö Arena, followed by the station and new offi ce buildings, and soon the opening of one of Scandinavia’s most prominent shopping malls, Emporia – there are plans for hotels, a new trade fair venue and a number of housing projects, which are expected to attract both companies and modern people who appreciate the value of a strategic location by the bridge.

so, nexT TIMe you’re aT the Central Sta-tion in Malmö and thinking of taking a taxi to your meeting, there’s an even greater likelihood of the address being close to the City Tunnel’s stations, so you can take a train to your meeting, maybe to Triangeln in a few minutes or to Hyllie in six min-utes – or if you’re heading over the bridge to catch a plane from Kastrup, quarter of an hour.

triangeln

Triangeln is in the centre of malmö, but has experienced a real boom thanks to a new station as a consequence of the City Tunnel. There is also new construction taking place at Triangeln.

nCC is building a shopping mall, of-fi ces and homes here covering a surface area of 37,000 square metres, expected to be complete in 2012.

UNDER CONSTRUCTION/PLANNING:

hyllie trade fair venue, 20,000 square metre trade fair facility, complete in february 2012.

emporia shopping mall, spectacular building with more than 200 shops on three fl oors, opening in 2012.

Klipporna offi ce block, building designed by Henning larsen, building to start in 2012.

homes by hyllie allé, where 1,700 homes are planned, building to start in 2012, as well as Hsb’s sports village.

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Photo: FOJAB Arkitekter

photo: Jesper lindgren

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hyllie

Hyllie will be malmö’s new face to the south. planning and construction are under way here for a totally new district. already completed:

Malmö arena, with capacity for up to 12,500 people.

Point hyllie. The fi rst building of four in all was fi nished in 2010. offi ces, car parking and cycle parking facility.

station hyllie, station square.

Photo: FOJAB Arkitekter

photo: Jesper lindgren

Photo: FOJAB Arkitekter

World U20 ice hockey championship in MalmöWith last winter’s world handball championship still fresh in the memory, Malmö has won the righ to host another major international sporting event. The u20 world ice hockey championship will be held in Malmö arena and Malmö Ice stadium in the winter of 2013/2014.

The 2014 IIHF World U20 Cham-pionship involves the ten best ice hockey nations in the world com-ing to Malmö to compete for the world champi-onship during the period 26 December 2013 until 5 Janu-ary 2014. The tournament is a popular one,

and is followed by mil-lions of TV viewers all over the world, and in recent years has also been a viewing success in Sweden. In Canada – the home of ice hockey – the U20 world championship has long been bigger than the “senior” championship, according to the Swedish Ice Hockey Association, and the explanation is simple: it’s a world championship in which the best players take part and give their all in every contest.

“U20 hockey has seen amazing developments in re-cent years and is now one of the major world events. We’re really delighted to have Malmö as a partner in hosting these championships. Malmö has two fantas-tic arenas in Malmö Arena and Malmö Ice Stadium, and we’ve encountered whole-hearted commitment to the U20 world championship,” says Christer Englund, Chairman of the Swedish Ice Hockey Association.

“This is big. We’ve shown what amazing facilities we have in Malmö when it comes to major champion-ships, not least in connection with the world handball championship, which were a success. Being able now to welcome such a major ice hockey championship feels absolutely fantastic,” says Karin Mårtensson, CEO of Malmö Arena.

The fact that yet another major championship is coming to Malmö is down to a combination of a good infrastructure, excellent arenas and above all good collaboration between important players in the city.

“It was the good collaboration that secured this. We might be a private company, but we are very much de-pendent on ourselves, the city and the region all pull-ing in the same direction,” says Karin Mårtensson.

Malmö Arena was the fi rst big venue to be com-pleted in the emerging district of Hyllie, but it will soon be joined by both a hotel and a trade fair facili-ty, further enhancing Malmö as a city to host events.

“Bringing the U20 world championship to our city is particularly pleasing, as in Malmö we’re working ac-tively to be an attractive events destination. To be able to host this excellent event is further acknowledge-ment of Malmö’s qualities as a city to host events. It’s with great pleasure that I extend a sincere invitation to all ice hockey fans to come to Malmö and the U20 world ice hockey championship,” says Ilmar Reepalu, Chairman of the Municipal Executive Board.

It’s not always enough to be as knowledgeable, smart and willing to work as anyone, if you can’t speak out for yourself. Whether you’re a freelancer in the fi eld of industry or culture. So says narrator and self-employed businesswoman Christina Claesson, who is currently planning her next project – eleVator pitCHes For CreatiVe people.

(WHile tHe eleVator’s GoiNG Up aNYWaY)

The justifi cation included the following: “Through a broad, in-depth range of high-qual-ity cultural activities, more and more people with diff erent conditions are given the desire and opportunity to experience and practise cul-ture to a greater extent.”

The City of Malmö is also recognised for its long-term investment in culture and free cultural life. The outcome has been a broad, varied cul-tural life. At the same time, the city is praised for

its open attitude towards culture, with the expla-nation: “Malmö meets the challenges of a multi-cultural society with imagination and resolution by means of a future-oriented, whole-hearted investment in culture in many varied forms.”

The prize consists of a piece of art entitled “The Glass Apple”, a challenge prize, and a di-ploma that was presented at a ceremony in early December 2010 in Karlstad by high jumper Ste-fan Holm and jury chairman Ove Jansson.

Malmö is Cultural Municipality of the Year 2011

T TaKes 60 seconds to take the eleva-tor to street level at the station by Tri-angeln in Malmö. But that has to be enough for Malmö’s creative talents –

if they want to convince someone that their particular concept should be realised.

The idea came after Christina Claesson had broadcast one of her radio programmes “Rhetoric” on P1. The subject that day was rhetoric in business, and the guest on the pro-gramme was business coach Kajsa Bengtsson from the Malmö incubator Minc. The conver-sation turned to elevator pitches, the ability to market oneself in a short time, a bit like speed dating.

“So I though, why not use a real elevator? Triangeln is a great location and would be ideal for the purpose,” she says.

The concePT Is sTILL in its infancy, but the idea is to fi lm presentations and post them on a website, a web portal where Malmö’s creative people are gathered.

“Of course it’s important for everyone to be able to market themselves. Not least for cultural people, who often need business

partners and various kinds of funding,” says Christina Claesson, the person behind the initiative.

“It’s all about having the ability to quickly establish some form of contact with people who are important to you, to leave an im-pression that opens up the opportunity to keep in contact. That’s the purpose of eleva-tor pitches.”

she KnoWs WhaT she’s talking about. She works as an author, gives courses in oral and written presentation and appears as a narra-tor, as well as running a number of different projects in partnership with the municipality, the region and other organisations.

She views herself as a small businesswom-an, but admits that at fi rst she was a little surprised when she was invited to sit on the board of the local business association.

“And when I thought about it, that’s actu-ally what I am, a small business operator. We also have to stand on our own two feet. How are you going to survive otherwise? You can’t count on someone else to take care of you.”

as regards The eLevaTor PITches at Tri-angeln, business partners and fi nanciers are crucial if it’s to become a reality, especially to be able to set up the web portal.

“I can’t afford to do this myself, but I think there are a lot of people who believe in the concept. But if there’s no feasible out-come, the concept will drop to the bottom of the list,” says Christina Claesson.

It’s all about having the abil-ity to quickly

establish some form of contact with people who are important to you.

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Cultural pitches

I>> do an elevator pitch

5 TIPS FROM AN EXPERT ON RHETORIC first, think about who is listening.

adapt your pitch according to the listener’s background, knowledge and interests.

bear in mind that the purpose of all pitches is that they should lead to some kind of action. set your own target. should it be to hand over a business card, to arrange a meeting or for the recipient to go and look at YouTube.com?

You can be a little bit sharp to begin with. like a pike: a sharp incision to bite in, a muscular body and then a sharp fi nish.

learn what you want to say by heart – don’t read it out.

make good use of your time. make sure that you make the most important point, and don’t over-run.

In competition with 13 other municipalities, in early december 2010 Malmö was presented with the prize for “cultural Municipality of the year 2011”.

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photo: Carolina romare

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There were few people who believed in the idea of collective allotments in the city. Which would also be located in some of the most so-cially deprived areas where exclusion, drugs and criminality are commonplace.

But the doubters were soon proved wrong. The allotments engage and involve both adults and children, and there have been no incidents of vandalism or theft to speak of.

“I’ve gained a new interest and lots of new friends,” says Valeria Kovacs, who lives in the district of Seved in Malmö and is a member of

Allotment creates sense of community in deprived area

The idea was to build 3-5 themed playgrounds. Now there are 20. “Children become tourists in their own city, and tHe tHemeD plaYGroUNDs HaVe beCome aN elemeNt oF oUr Work oN iNteGratioN”, says landscape architect Caroline Larsson from the City of Malmö.

PLayground Isn’T aLWays a few swings and a sandpit. At least not in Malmö, where the concept of themed playgrounds has now

spread all over the city. And here – just as with children – the imagination is the only limit to what can be done at a themed playground.

Jungle, circus, space, animals, fairytales or science – the list of themes is a long one. Over twenty themed playgrounds have been built in Malmö, so far.

“The results have exceeded expectations. The playgrounds have attracted plenty of visitors,” says Caroline Larsson.

IT Was acTuaLLy MaLMÖ that coined the term “themed playground” when the fi rst one was completed in 1997. “Normal” playgrounds weren’t very exciting, and the aim was to cre-ate something new and attractive for children.

“We decided, among other things, to col-laborate with artists and designers to create unique playgrounds.”

aT TIMes IT’s Been a bit more expensive, but the benefi ts are obvious. Themed play-grounds are now a meeting place for lots of people. It is estimated that the popular fairytale playground by the library – with set-

tings inspired by, for example, Körsbärsdalen from the book “The Lionheart Brothers” or by the world of Barbapapa – attracts over one hundred people every day. The exercise play-ground at Vitemöllegatan promotes motor skills and is another popular destination for little ones with plenty of energy to burn off.

The adventure playground will soon be ready at Kroksbäcksparken, close to an area where a lot of socially deprived people live.

“Themed playgrounds mean that chil-dren travel into the city, which makes it a part of our integration work in the city,” says Caroline Larsson.

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the Seved Growers’ Network.The allotment proved instead to be a power-

ful social tool. Once the fi rst piece of grass had been transformed into an allotment, it wasn’t long before the site attracted a lot of interested people, who now enjoy making a detour to see how things are growing.

“The allotment has become the residents’ own aff air. Everyone has a connection with it and knows who has worked on it. After all, no one want to spoil it for their brothers or sisters or the family,” says project manager Linnea Wet-termark

The reason why the allotment has been a so-cial success is that everyone can meet there. Children and adults alike enjoy picking strawber-ries straight from the plant.

“Women from diff erent countries discuss reci-pes with one another in broken Swedish. We see that the allotment encourages conversation and

social contacts. Even if not everyone’s interested in growing, everyone has a relationship with food and eating,” says Linnea Wettermark.

Since the beginning two years ago, the level of activity has grown signifi cantly, from initially having been a project within the Children in the City organisation, aimed at children and older people, to its current status where it includes a network for adults with an interest in growing that has almost two hundred members.

The concept is also spreading to other parts of the city and now also includes places outside Seved, such as Rosengård.

“When we started the allotment I didn’t real-ise that there was such potential for integration. I also feel that the allotments have contributed to a happier atmosphere. And people are now moving here purely because they want to grow things,” says Linnea Wettermark.

A place for games – and integration

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Trade & industry’s grey eminence

values culturemore than capital

He likes to cycle to work, plays the hunting horn in a brass ensemble, values culture more highly than capital and he does not like the word “exit”.

iNDUstrialist steN k JoHNsoN is something of a grey eminence in the Skåne economy – not very well known, but very infl uential. Now he’s also oNe oF tHe iNVestors iN Uppstart malmÖ, investing money in untested business ideas.

haT do a car fIrM in Väster-götland, a construction com-pany in Kramfors and a can-dle manufacturer in Småland

have in common? Apart from being well-run companies in mature sectors with a focus on long-term growth?

Their main owner is Sten K Johnson, one of the most powerful industrialists in Skåne, who through companies owns, either whol-ly or in part, more than 20 companies to a total value of one to one and a half billion Swedish kronor.

But it all began purely by chance, he ex-plained when we met at his offi ce at Gustav Adolfs Torg in Malmö.

It was 1978, when a young deputy chair-man of the Swedish Shareholders’ Asso-ciation stood up at Kockums’ extraordinary general meeting and demanded that the State, when taking over the crisis-hit compa-ny, should consider the small shareholders. His interjection impressed the members, and only a few months later the 34 year-old economist and recent new father was in-vited to be the MD of the private remnants of Kockums. The assets consisted of SEK 20 million and a property by the shipyard. But the board of directors had no idea what the company should do.

“I had no time to think and I knew noth-ing about the company, I didn’t even know what my salary would be, but I accepted. You might say that it was a decision made on very shaky ground,” says Sten K John-son, when we meet at Midway Holdings’ of-fi ce at Gustav Adolfs Torg in Malmö.

BuT IT’s ofTen The case, as things have turned out, that circumstances dictate, that what hap-pens by chance is important. It’s just a question of seizing the opportunity when it appears.

“What doesn’t happen, does in fact hap-pen. That tail at the far end of the probabil-ity curve, which shows the improbability of something happening, hardly counts in theory, but in practice the improbable some-times happens,” he says.

“But it’s a precondition for being able to seize the opportunities that come along that the funds are in order,” he says.

sTen K Johnson exPerIenced a fl ying start and quickly built up a group of small compa-nies under the Skåne-Gripen umbrella. Proper-ties that had been bought were gradually sold off at a big profi t, and the money was invested in profi table companies. In 1988 revenue was SEK 5.6 billion. The next stage was the forma-tion of publicly listed Midway Holding, a spin-off that is currently owned 50 per cent by Sten K Johnson’s company Tibia Konsult.

Tibia includes a number of Sweden and Skåne-based companies, with everything from boatyards to music companies, includ-ing Liljeholmens Stearinfabrik [candles] and Skåne-möllan [mill]. Midway has a more outgoing profi le and invests in medi-um-sized companies, often family fi rms that have been bought out.

All business areas involve long-term own-ership. The notion of an exit strategy does not exist.

“Happiness for me is being able to get involved in creating and building up long-

term businesses. Exit is a word I don’t like, it’s an insult to the employees in the com-pany,” he says.

sTen K Johnson rareLy BecoMes stressed and nearly always sleeps soundly at night, and feels that he has plenty of time. He keeps fi t, reads both fi ction and business magazines, and goes to concerts regularly. He donates money to culture and education. And he plays the horn in a brass ensemble.

“I believe in the universal genius. You must strive to learn a lot about different things – life-long learning,” he says, and then plays a few notes on a hunting horn when I ask about all of the instruments on the fl oor of his offi ce.

In auTuMn 2011 Sten K Johnson is making his fi rst investment within the framework of Uppstart Malmö, a “minor” investment in a company in the healthcare sector.

“It feels good to be able to get involved in this initiative. There’s a great deal of self-con-fi dence in the region, and if you’ve earned money you should give something back, even though I do of course have commercial requirements for my involvement,” he says.

Happiness for me is being able to get involved

in creating and building up long-term businesses.

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>> sten k johnson

age: aged 66 family: Wife and two adult sons. Job: Ceo, midway Holding and

owner of Tibia Konsult. education: business

administration, lund university. career: 1968-1973 Trelleborg ab,

1973-1976 sonessons, 1974-1978 deputy Chairman of swedish shareholders’ association, 1976- 1979 fi nancial consultant and stock exchange analyst, 1979-1989 md skåne-Gripen, 1989- main shareholder, fi rst md, then Chairman and Ceo of midway Holding.

Industrialist Sten K John-son, one of the fi rst inves-tors in Uppstart Malmö.

a large number of wealthy entrepreneurs and fi nanciers have promised to support entre-preneurs in achieving their business ideas through uppstart Malmö. The aim is to create more jobs, especially in districts with high un-employment. The initial plan is to invest seK 30 million over three years.

“We believe that entrepreneurs are the key to suc-cess. By supporting proactive entrepreneurs who have the ambition to employ a number of people, we aim to be a positive factor in creating jobs in parts of Malmö where there is high unemploy-ment,” says the entrepreneur Dan Olofsson, Chair-man of the Uppstart Malmö foundation.

The idea is that entrepreneurs and potential business people – people with ideas – present them to the foundation. If an idea is a good one, which the entrepreneurs believe in, they invest money and at the same time contribute addition-al help for perhaps one year.

Their task is to help entrepreneurs to achieve success in the form of a profi table company, which in turn creates more jobs.

“We do this by off ering advice, experience and contacts, and by having investors who can contrib-ute capital. This can be through direct co-owner-ship, but also loans of between SEK 50,000 and300,000, which can be converted subsequently into, for example, co-ownership or participating loans,” says Luciano Astudillo, Deputy Chairman of Uppstart Malmö.

Uppstart Malmö also has a number of part-ners who will be contributing expertise in vari-ous ways, including Swedbank, law fi rms Vinge and Setterwalls, the accountants Deloitte and the Hilanders advertising agency.

But the foundation is open to more partners, entrepreneurs who want to invest and individu-als who want to become involved in various ways in the creation of more jobs.

“Above all, we’re looking to make contact with proactive entrepreneurs who want to realise their dreams and at the same time create a number of jobs,” says Luciano Astudillo.

Although the foundation was only founded this spring, a handful of companies have already received funding from Uppstart Malmö, includ-ing an independent school, a home services com-pany and a telemarketing fi rm.

Entrepreneurs in Malmö invest in the creation of more jobs

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uppstart malmöat present uppstart Malmö has 15 or so entre-preneurs who are prepared to invest. These are rune andersson, Jan barchan, martin Gren, sten K Johnson, Therese Karlsson, ljubo mrnjavac, percy nilsson, dan magnusson, firas mohamad, spiros mylonopoulos, dan olofsson, Håkan roos, alf Tönnesson, Kent Widding persson and lars svensson.

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He’s the celebrity chef who’d had enough of fi ne, complicated food and sold his gourmet restaurant despite all the excellent reviews and awards. He’s now gone back to basics in his cooking and has a passion for the simple things. But tareQ taYlor is probablY best kNoWN as tHe tV CHeF iN sVt’s “trÄDGÅrDsFreDaG” [FriDaY iN tHe GarDeN].

From gourmet chef to popular TV chef

LoTTsTrÄdgÅrdens KafÉ in Malmö is fi lled with lunch guests this afternoon. Head chef Tareq Taylor is walking around and lend-ing a hand among the tables on the gravel

in front of the greenhouse in the verdant setting of Slottsparken in Malmö.

In sWeden TareQ TayLor is probably best known for his role as the likeable TV chef in the programme “Trädgårdsfredag”. But in Malmö he has long been rec-ognised as a successful restaurateur. For many years he ran the well-known restaurant Trappaner in Malmö, which won a number of distinguished awards as well as an international reputation, and also put him high up on the list of Sweden’s best chefs. But in the end he’d had enough of complicated food.

“It was important for us to be unique and extreme. It was fun and challenging, but after a while it lost its charm. We were seduced by all of the good reviews and fi ne words, but the more exclusive it became, the further away I moved from myself,” says Tareq Taylor.

In 2008 he soLd the restaurant. Now guests have to make their way instead to Slottsparken to enjoy a some-what simpler culinary philosophy with soups, chicken, caulifl ower puree, mushrooms and beetroot on the menu, or maybe simply a sandwich with fried herring.

“It was useful for me to peel away all the layers and to start by standing and making sandwiches. It was actu-ally a kind of ’sandwich therapy’,” laughs Tareq Taylor.

Tv chef TareQ TayLor is also passionate about the simple aspects of food preparation. In his programme he has a limited number of ingredients, the rest he has to fi nd in the garden or in his nurseries in order to create his dishes.

“As a chef it can be easy to just sit back and play it safe. But I like it when there’s no clear plan. That makes it spontaneous and honest,” says Tareq Taylor.

When he Was sMaLL he loved to experiment in the multicultural kitchen in the fl at at home in Malmö. Inspiration came from his grandmother’s British and his mother’s Swedish home cooking, as well as his

father’s Arabian cuisine. In his profession he has since learned Japanese, French and Italian cuisine. But now it’s all about Nordic cuisine.

“New Nordic cuisine such as the Noma restaurant (in Copenhagen) has come to the fore and opened the eyes of thousands of chefs. It’s something of a revolu-tion for our region. But it’s important that the concept is broken down into something simple, otherwise it risks remaining just a concept. That’s what I’m trying to do on TV,” says Tareq Taylor.

There are noW PLans to further develop the business at Slottsträdgårdens Kafé in Malmö. Plans are in place for an orangery, and sights have been set to attract more companies as customers. He is optimistic about the business opportunities in the region, and feels that the business climate has improved. Malmö has also coped well with the recessions and the latest fi nancial crisis, and tried to identify new, expanding sectors.

“The municipality here has adopted the role of con-sultant rather than authority. It now feels more human when you’re in contact with the municipality. They’ve improved the way they work with entrepreneurs and are happy to give advice and offer support if they be-lieve in a business,” he says.

aT The saMe TIMe Malmö has changed enormously. It’s now a totally different city compared with how things were when Tareq was a child.

“When I grew up Malmö was an industrial city. It was dead in the evening, and many people wouldn’t go into town in the evening. Restaurants were only for the rich. Now Malmö’s developed into a tolerant, open, friendly and multicultural city with pavement cafes and restaurants almost everywhere,” says Tareq Taylor.

As a chef it can be easy to just sit back and play it safe. But I like it when

there’s no clear plan. That makes it spontaneous and honest.

iN WHat WaY is malmÖ a moDerN CitY to YoU?

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“In malmö there’s a lot of investment in young people, and there’s lots to do, es-pecially anything to do with skateboard-ing. among other things, we’ve got the ‘south city surfers’ club. There’s a rapidly expanding longboard scene here!”

daniel schmölkder, 24, works in a skateboard shop.

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“It’s not such a stressed atmos-phere in malmö. a bit calmer, but at the same time there’s a driving force in the city. people seem genuinely interested in one an-other, people are more relaxed and self-assured in a genuine way.”

niklas moutacim, 32, café owner.

“It’s a multicultural city that has the capacity to pick out and emphasise the best of various cultures. That creates a modern city.”

ulrika palander, 34, barista.

Green light for Lindängelundat Lindängelund in the southern part of Malmö, the city is planning a totally new recreational area. In addition to a city park, the area will also include a botanical garden with a tropical greenhouse and cultivation terraces.

The archaeologists have fi nished digging, and it’s now time for the city planners and landscape ar-chitects to start realising their plans for what will be Malmö’s new city park and recreational area.

“With this decision, we’ve taken the fi rst step on a long journey towards a botanical garden in Malmö. When it’s complete, it will off er a number of diff erent environments for recreation, experi-ences and socialising. It will become a popular meeting place for Malmö residents,” says Carina Svensson (Social Democrats), Chair of the City Planning Committee.

The 100 hectare area is the subject of major plans. A large lake, forests, meadows, grassed areas, hills, a high ridge and an area for cele-brations will all help to create a green oasis for Malmö residents and visitors.

There are plans for a greenhouse with environ-ments from tropical, sub-tropical and temperate areas. The botanical garden will contain, among other things, a number of diff erent gardens of the world, with bamboo groves from Asia, a sump cypress forest from America and a European Bosnian pine forest. The area will also contain cultivation terraces to attract associations and institutions to Lindängelund.

“We want to be a role model and develop a demonstration facility in the fi eld of large-scale biotope design and plant composition for an ur-ban environment. We hope to be able to create an ecological arena here,” says Camilla Ander-son, landscape architect at the Streets and Parks Department.

The botanical garden will be totally unique and will supplement nearby gardens, which are of a more scientifi c nature and for educational purposes.

“We want to show plants in their natural en-vironments and allow the visitor to encounter nature and learn more by means of experiences and teaching,” says Camilla Anderson.

It was back in 1997 that the idea of a botani-cal garden in Malmö was born, by the politician Emmanuel Morfi adakis (Social Democrats), but it was ten years before the municipality invited architects with an interest to design it.

>> tareq taylor

Has worked as a chef for 25 years, with french, Italian, Japanese and swedish cuisine. organic, locally produced items are close to his heart.

speaks and participates at events on organic and climate-smart food.

2000-2008: owner of restaurant Trappaner together with Jonas Klasén Head chef at slottsträdgårdens Kafé. Tv chef in programmes “Trädgårds fredag” and “sommarlov” [summer Holiday] in 2010 and 2011.

named aquavit fellow of the Year in 2010.

named “skåning of the year”, by skåne magazine.

Personal: aged 42. married to researcher stina Taylor. The couple have one daughter, ellen.

In his spare time: surfi ng, old cars, growing produce in his kitchen garden outside malmö.

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Four out of ten people in Malmö cycle to work or school. This means that tHe CitY leaDs tHe WaY iN sWe-DeN in terms of the propor-tion of cyclists on the roads, on a par with Copenhagen. But the city intends to be-come even more cycle-friendly and has ambitions to be an international leader.

iN WHat WaY is malmÖ a moDerN CitY to YoU?

he cycLe neTWorK in Malmö cov-ers no less than 460 kilometres, which is more than they have in, for example, the much bigger

neighbouring city of Copenhagen. But there are going to be even more and better cycle paths. At the same time, initiatives involv-ing electric bikes, cycling blogs and attitude campaigns all aim to make the city even more cyclist-friendly.

Malmö – best on two wheels

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“It feels as if malmö has a great maelstrom of people and ideas, with lots of new blood being pumped around. not least of all, the university feels extremely modern and unconservative, with an interesting format that makes it easy to put together courses to achieve an education that suits you.”

Jonatan sersam, 25, student at the academy of music.

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“Bike & ride”is being extended in MalmöThe “Bike & ride” facility in the new district of hyllie has made life much easier for all cy-clists. The concept is now spreading to the central station and Triangeln.

Hyllie was fi rst in line when the so-called “Bike & Ride” facility was opened in connection with the opening of the City Tunnel. The facility has made life much easier here for all cyclists, rail commuters – and even car drivers. With room for no fewer than 1,000 bikes and car parking for 1,500 cars, it’s easier to switch between diff er-ent forms of transport.

4 out of 10 cycle into malmö. This means that the city leads the way in terms of the proportion of cyclists.

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“We’ve drawn up a cycling programme containing 50-60 concrete items, with eve-rything from improving snow clearance to cutting back bushes and continuing to ex-tend cycle lanes and cycle parking facili-ties,” says Olle Evenäs, traffic planner at the Streets and Parks Department.

one exaMPLe – which no one who has cycled in the evening along Fersens Väg and Helen-holmsstigen in the centre can have failed to notice – is the solar-powered lighting re-cessed into the road. The lamps are not only maintenance-free and environment-friendly, they also turn cycling into an experience.

Other examples include pumps that have been installed at certain locations and rails that have been set up for cyclists to hold on

to when the traffic lights are at red.“It’s important that cyclists feel appreci-

ated, that they are being given a good serv-ice,” says Olle Evenäs.

At the same time it is important to work on soft issues, attitudes. The Internet, social media and not least of all a number of pri-vate cycling blogs support the city in being an important lobbyist on cycling issues.

ThIs auTuMn, for the fifth year in succes-sion, the “No silly car trips” campaign will be held. The concept, which has been a major success and has been “exported” to a number of other cities, attempts to encourage people not to use their cars for short – and silly – journeys. The competition for the sil-liest car trip has attracted the interest of lots of Malmö residents, and has also produced a lot of laughter and raised eyebrows down the years. Last year’s winner made her silly car journey every day as she drove her children to nursery school, 70 metres from her home. As there was so much traffic around the school, she often ended up having to turn round and park almost outside her own house and walk

from there. Project manager Nina Hansson believes that this kind of campaign works best with tongue firmly in cheek.

“She was happy to have the bike, and her children were even happier when they were able to go to school on their bikes,” says Nina Hansson.

BuT deveLoPIng a feasIBLe infrastructure that suits environment-friendly means of transport requires more knowledge, for ex-ample, of how traffic habits are changing. The City of Malmö has therefore joined forces with E.ON and the Swedish Energy Agency to initiate a research project, E-mo-bility. The project involves 20 or so people testing electric cars, electric mopeds or elec-tric bikes for a few months, after which they will be interviewed by researchers.

as More and More PeoPLe cycLe in Malmö, demand for parking facilities is increasing. The “Bike & Ride” cycle parking facility in Hyllie has been a success, so the concept is now being transferred to both Triangeln and the Central Station.

Malmö – best on two wheels

It’s important that cyclists feel appreciated,

that they are being given a good service.

“I’ve never given any thought to whether malmö is a modern city. but malmö is a multicultural city and I like the feel of the city, which is all about the people who live in the city.”

maja Qvarnström, 24, artist.

“after all, it’s through malmö that sweden is connected with the rest of europe. a lot of what comes from europe flows this way, which means we’re first with lots of things.”

reza sharifi, 25, studying social an-thropology and working as a waiter.

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“We’re definitely seeing a major interest in the facility. About 500 people are using it every day. The aim is that the facility will make it pleas-ant and easy to switch between different kinds of transport,” says Tina Giannopoulou, project manager at the City of Malmö.

In the autumn it will be time for building work to start at Triangeln, and a little later also at the Central Station.

“ “Bike & Ride” was designed by architects, and is a modern, bright and attractive facility. It’s also safe. There’s little risk of bikes being stolen here,” says Tina Giannopoulou.

At the station there are storage boxes – for helmets or rain clothes – DIY surfaces on which you can quickly repair your bike or even rinse it off, toilets, showers and a lounge, signs showing bus and train departures and, last but not least, compressed air.

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The modern meeting placeWe are increasingly going to cafes for work meetings or to use as an office for the day. We meet Filip Åkerblom at lilla kaFFerosteriet to talk about the cafe as a meeting place.

he aroMa of freshly ground, newly roasted coffee greets me as I walk into the Lilla Kafferosteriet coffee shop, which is in charming, old

premises in the centre of Malmö. The cafe and roasting shop started in 2006, and owner Filip Åkerblom wants not only to raise the status of coffee, but also to see the cafe used as a venue for meetings, temporary jobs and con-ferences. He is seeing a trend at the moment for many people to take their work meetings away from the office and into a cafe.

“It’s a change of environment from the workplace, and it feels more relaxing to meet in a cafe. For many young people it’s also about a lifestyle,” says Filip Åkerblom.

over The years that Filip has had Lilla Kaf-ferosteriet, the number of visitors working on their laptops in the cafe has doubled.

“Nowadays more and more people are working freelance and looking for new places to spend time. Many don’t want to be tied down, so there have to be new places to make it more suitable for various individuals’ needs.”

In The InforMaTIon socIeTy of today, it’s more common, usually among the younger generation, for people to be more flexible with jobs, often trying out a number of dif-ferent jobs before deciding what to do.

“This means that more premises are needed to host this group of people.”

aT LILLa KafferosTerIeT they recently arranged the layout on the third floor to enable freelancers to sit there for anything from one day to several months, depending on their needs. No one has their own desk, but the office is flexible and people simply come and go as they wish. One room has also been set up as a conference room, pri-marily for use by companies.

“It varies from day to day, sometimes it’s busy and sometimes there are fewer people, we haven’t marketed it very much, it’s mainly been by word of mouth.”

The deMand for this kind of place in Malmö is high, according to Filip, and he is aware of a number of cafes that are mak-ing plans to open this kind of cafe/office within the next few months.

“Demand has been far from satisfied in Malmö, which is such an expansive region.”

There are forerunners of the cafe/office in Berlin, where cafe/offices have become incredibly popular and many use the ca-fes for networking, where they also mar-ket themselves by writing their company name on their laptop.

“It’ll be a few years before we reach that stage in Malmö, but we’re on the way. The younger generation in particular wants a more lively workplace that’s less strict. That’s part of the modern Malmö.”

filip åkerblom

age: 34.Job: Has been running Lilla Kafferos-teriet since 2006.Why did you start up Kafferosteriet? I found inspiration when I was in Melbourne in Australia, and I visited a cafe with its own roasting facility where they served fresh coffee. I brought the idea back with me and started Lilla Kafferosteriet.favourite coffee: Pacamara, which is full-bodied with an extremely concen-trated flavour.filip’s view of coffee: My view of coffee has changed down the years, and I want us to view coffee as a fresh product. In Sweden we have a great coffee culture, and we’re the second big-gest coffee-drinking country in the world. All people have such personal connections with coffee, it’s all about finding something for everyone. Then of course it’s about trends, half of those who ordered latte when we first opened have now moved on to filter coffee. That doesn’t have to be so dif-ficult, freshly ground coffee has been something I’ve long wanted to strike a blow for, and it’s grown tremendously in recent years. Society has also become much more open to different kinds of coffee and interested in this kind of cafe business, it’s made our company a success factor.

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This entire insert is an advertisement from the City of Malmö

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This entire insert is an advertisement from the City of Malmö ADVERTISEMENT

TocKhoLM, goThenBurg and uPPsaLa are ahead in terms of volumes. But hardly when it comes to the prospects for the in-

dustry to expand. So says Sofi e Tervaniemi at Malmö Convention Bureau.

“We have the infrastructure. And now we’re better able to compete with estab-lished venues for conferences and meetings like Stockholm, Gothenburg and Uppsala.”

MaLMÖ aLready has Malmö Arena, Swed-bank Stadium and new conference premises in Slagthuset. There will soon be the new conference and concert hall in the city cen-

tre, and a totally new trade fair venue is tak-ing shape in Hyllie.

The bridge and not least the City Tunnel link the city with Denmark and make travel easy within the Öresund region – with its 3.7 million inhabitants – and Copenhagen’s international airport is only around 20 min-utes away by train.

The Malmö region has already become established as an important venue for con-ferences, especially in the fi elds of envi-ronmental technology and medicine. One example is the regular Consultants of the Future conference, which is something of a fl agship event and attracts about 1,500

delegates to the city every other year. An-other is Spotlight on the Elderly – about healthcare in the fi nal stages of life – which will be held in 2013.

“The meeting in-dustry, and in partic-ular the major inter-

national conferences, bring a lot of money into the city. These kinds of visitors usually spend quite a lot, about SEK 3,200 a day,” says Sofi e Tervaniemi.

congresses and conferences in malmö 2011-2012

6th Beacon conference on Waste-to-energy/Thermal Treatment (3-4 November 2011)6sight Mobile Imaging summit (15 Nov 2011)5th International fair Trade Towns conference (19 Nov 2011)swedish academy of cosmetic dentistry (1-3 December 2011)IcseI 2012 (5-9 Jan 2012)csrsyd 2012 (15 March 2012)senior doctors’ society (4-6 May 2012)gastro days (8-11 May 2012)ecsd 2012 The 11th congress of the european society of contact dermatitis (13-16 June 2012)

Issva 2012 (The 19th international workshop on Vascular Anomalies) (16-19 June 2012)Melanocytes and Melanoma (19-20 June 2012)european dermato-epidemiology network eden (26-28 Aug 2012)european colloid and Interface society congress, ecIs 2012 (3-7 Sept 2012)ePaM (5-7 Sept 2012)consultants of the future 2012 (5-7 Sept 2012)scandinavian congress of Medicine and science in sports (19-22 Sept 2012)cleanMed europe, creating healing environments, 2012 (26-28 Sept 2012)cPuP days (15-16 Oct 2012)World federation of Medical education (14-16 Nov 2012)european college of sports science (1-4 July 2015)

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The meeting industry is expected to grow rapidly

Sofi e Tervaniemi

Photo: Jörgen Lindström

The meeting industry in Malmö is really on the move. The infra-structure is now in place.

The meeting industry in Malmö is in its infancy. Several new areNas, a traDe Fair VeNUe aND CoNFereNCe FaCilitY and twenty minutes by train to an international airport, have enhanced the city, which is now competing with established conference cities.“Malmö is really on the move in terms of the meeting industry,” says soFie terVaNiemi at malmÖ CoNVeNtioN bUreaU.

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Residential Offices Commercial Hotel & Conferences Leisure & Entertainment Schools & Service

Almost 30 stakeholders are collaborating in the development of Hyllie, and more are on the way. You can be one of them! Annehem Fastigheter AB | HSB | IKANO Bostad | JM AB | KF Fastigheter | Fastighets AB Briggen | Frans Suell AB | Lustgården AB | Malmö Arena | City of Malmö |

MKB Fastighets AB | Midroc Property Development AB | NCC Boende AB | Nevsten Fastighets AB | Otto Magnusson AB | Parkering Malmö | Parkfast AB | PEAB | Riksbyggen | Roth Fastigheter AB | SBC Bo AB | Seniorgården AB | Setra Group AB | Skanska Öresund AB | Steen & Strøm Sverige AB | Sundprojekt AB | VA SYD | Vasakronan |

Veidekke Bostad AB | Wihlborgs Fastigheter AB | Øyer Invest A/S

Hyllie. [hyl:jε] Savour the name and remember it. Hyllie is the first and last stop in Sweden, and

a quickly growing district of Malmö where everything is possible – starting now.

Givakt.se

www.hyllie.com