Trade Show

Swedish Affair and #NordicMade (Booths 1521 and 1515)
Sunday, March 13 - Wednesday, March 16
(10 am - 6 pm, except on Wednesday, March 16th, when the Trade Show ends at 2 pm) On Sunday March 13 at 11 am we welcome you to the opening of the Swedish booth and launch of Showcase Sweden at the trade show with opening remarks by Oscar Stenström, State Secretary to the Swedish Minister for Enterprise and Innovation. The Swedish booth will be a venue for Swedish acts and companies as well as a hub for business meetings and your hangout at the trade show.

Enjoy music by the Swedish artists Linda Lundqvist (March 13–15, 1 pm); Sofia Talvik (March 14, 2 pm); Adée (March 14, 3 pm) and Paul Rey (March 15, 3 pm).

Nordic Light House

Saturday, March 12

6 pm Grand Opening Night
Nordic Light House turns on the lights. Swedish Affair and Nordic Made open the doors.

Opening Remarks by Mr. Oscar Stenström, State Secretary to the Swedish Minister for Enterprise and Innovation.

Welcome to the most exciting interactive hangout and event space at SXSW! Come rub elbows with artists, designers, game makers, creators, innovators, companies, start-ups and global brands. Experience art installations and showcases and a gaming wall. Watch showreels and videos. Eat at a Nordic-style food truck and imbibe at the bar. Dance the night away at a DJ/VJ contest, and listen as Austin and the Interactive Choir say hello!

Opening remarks by Oscar Stenström, State Secretary to the Swedish Minister for Enterprise and Innovation. RSVP here.

Before the doors open, take part in one of two invite-only workshops:

10 am Musical Collaboration: How do we Tell Stories with Music?
Presented by Mirror Music

Take part in musical storytelling as the talented sound design team at Mirror Music demonstrates new ways to create, perform and use music. Join an in-depth discussion about how music affects us, then collaboratively create music and witness the premier of “The Sound of Southern Sweden Creatives at SXSW.”

RSVP here.

3 pm - 6 pm Analog 2.0: Interactive Enhancement of Life
Presented by ustwo, creators of Monument Valley, PAUSE and Party Pooper

What is a digital stone and how can it make the world a better place? In this interactive collaboration you will be challenged to imagine the digital equivalents of analog objects and give them a purpose on a global scale. Digital producers ustwo invite you to join a creative group of strangers to co-create mind-boggling and inspiring items that have never been seen before. After an energizing kick-off and introductions we will prototype and brainstorm in cross-functional groups.

RSVP here.

ustwo is also hosting welcome drinks at 5 pm, so don’t miss out!

Sunday, March 13
Focus on Design & Film

10 am - 1 pm + lunch Our Future Selves
Presented by Swedish design and innovation studio Topp

By invitation only, a small group of domain experts and passionate people will come together for an intimate workshop session around the big question, “Who will we be in the future?” We are already connected around the clock, but in the future a flow of data will be part of every experience we have. Each day there are more and more scenarios that challenge our relationship with ourselves and the world around us. Just as third parties are developing a deep understanding of our behaviors, we can use these scenarios as tools for self-reflection and growth.

  • Can we really own our data?
  • Will machines know us better than we know ourselves?
  • Is the master/slave relationship between people and machines inverting?
  • Will AI services anticipate our needs?
  • What are the implications for the creative person of the future?

At 1 pm we will share our findings over an open lunch session.
Request your invitation here.

12 - 2:30 pm Venture Capital / Start-Up Lunch
A select group of Nordic investors and startups will gather for an invite-only networking and relationship-building lunch. This event, which will be a closed community of industry peers, promises to be a quintessential SXSW experience: an opportunity to grow your network with new and exciting contacts.
Please contact for an invitation.

3 pm Meet the maker of Broen/Bron ("The Bridge")
Lars Blomgren, Executive Producer, Filmlance

Lars Blomgren is Co-founder and Executive Producer at Filmlance, one of Scandinavia’s largest scripted production companies. His hit series Bron/Broen was nominated for a BAFTA Award in 2013 and awarded the Swedish TV award, Kristallen, for Best TV Drama in 2014. Bron/Bron III was awarded at the C21 Drama Awards in London in 2015. The series was sold to more than 130 countries and two re-makes were made with Filmlance/Lars Blomgren as Executive Producer - The Tunnel (Kudos, France/UK) and The Bridge (Shine America, USA/Mexico), and both have had great international success.

3:45 pm To Whom It May Concern
Created by Olof Berglind and produced by B-Reel in collaboration with Stockholm Academy of Dramatic Arts.

To Whom It May Concern is a collaborative documentary, created through video submissions from people all over the world who share their “CV of weaknesses.” These fascinating and deeply personal portraits form a reflection of the times we live in. The project touches upon themes such as exhibitionism, personal branding and how we create images of ourselves online. Watch, share and upload your own CV of weaknesses:

4 pm My Urban Playground
Created by film agency, Luckyday

MY URBAN PLAYGROUND is a documentary about Video Games and Urban Planning - and how games can change the world and the way we will build our future cities.

4.45 pm Nordic Noir - A Panel about the Phenomenon from the North
Organized by Scandinavian Locations and the Swedish Institute

What is is all about? Why is it so popular? Is it just a trend? Come listen to this panel discussion between Lars Blomgren (Executive Producer Filmlance), Gudrun Giddings (CEO/Producer at G4C Innovation) and Tero Kaukomaa (CEO/Producer at Blindspot Pictures). The panel will be moderated Emma Estborn.

5.45 pm Indie Filmmaking in Southern Sweden - A Case Study on the Movie LFO
Organized by Film i Skåne and Southern Sweden Creatives

LFO is a science fiction movie written and directed by Antonio Tublén. The plot revolves around a man who discovers he can hypnotize with sound. What he finds out is that this has major implications for mankind.

7 pm - midnight Nordic Genre Night: First it was Nordic Noir, now it's the Nordic Genre Invasion!
Organizer: Nordic Genre Invasion

More genre movies are coming out of Scandinavia than ever before and they are gaining huge fan bases around the world. The sci-fi adventure Iron Sky: The Coming Race and the slasher-thriller Bodom are now among the most anticipated upcoming films from the Nordic region, with many more productions to follow. On the night before our official SXSW panel, join us to celebrate the Nordic genre films that are taking the world by storm and meet the people behind the movement.
RSVP here.

On stage: Rebstar(6 pm), Sofia Talvik (7 pm).

Monday, March 14
Nordic Design and the Nordic Way

8:30 - 9:50 am European Government Agencies and the Creative Industries
Breakfast & workshop

If you work in Europe, in government or otherwise publically, supporting sustainability or the cultural and creative industries; do not miss this breakfast meet-up. You will take part in the formation of "Creative Powers for Europe: an Idea convention on the value of CCIs for sustainability", an exciting event which will take place on Nov. 22nd in Malmö, Sweden. At this breakfast we will discuss and vote on a number of items: like what key issues should be on the agenda, who should participate, and more.
RSVP here

10 am Creative Fika
Hosted bySouthern Sweden Creatives

Do you work within cultural and creative industries and want to know more about Swedish creative companies? Or maybe you’re a Swedish talent working with games, film, media or design? If so, come share in the Swedish “fika” tradition followed by an exciting panel discussion including esteemed guest, State Secretary, Oscar Stenström, about Southern Sweden Creatives and the fantastic growth currently taking place in greater Copenhagen and Malmö. A sizzling-hot place for creative and tech companies, the region is considered among the top 5 in the world on innovation indexes
RSVP here.

12:30 pm The Innovative Landscape
Presented by Business Sweden

What does it take to enter the U.S. market? With examples from around the world, we will discuss critical factors affecting entry for Northern European companies.

Welcome remarks and introduction: Björn Olofsson of Business Sweden and Oscar Stenström, State Secretary to the Minister for Enterprise and Innovation.
Industry panel: Markus Bereflod, Managing Director, Nansen; Ann-Christine Langselius, Miraculum Applications; Dr. Mark Ollila, Head of Innovation, Verve Mobile; Patric Palm, CEO Hansoft; Björn Jeffrey, CEO of Toca Boca.
Moderator: Per Strömbäck, spokesperson for Kreativ Sektor and the Swedish Computer Games Industry.

2:30 - 3:30 pm Panel Discussion: Discovering the Nordic Design DNA
Hosted by Denmark’s national design organization, the Danish Design Centre.

Since the 1950s, Sweden, Norway, Denmark, Finland and Iceland have paved the way for a globally recognized product design tradition. Join us as top Nordic design-driven business leaders explore the Nordic region’s unique design DNA and examine how this cultural heritage has become a competitive advantage that’s fueling innovation in many other fields such as digital, services and manufacturing.

Moderater:Danish Design Centre CEO Christian Bason.
Panelists: Ulrik Feldskov Juul, Creative Director, LEGO Group; Thorkild Bjerre, CEO, Another; and Aylin Kanpak, Strategy Director and Partner of the Hello Group.

3:30 pm Collaborative Creativity: How Stockholm Promises a Better Future
Hosted by Symposium Stockholm, the festival of ideas founded by Daniel Ek & Ash Pournouri

This hour will focus on the forward-thinking energy of Sweden, as well as how the Nordics’ unique cultural and technological success can be translated globally.

On stage: Lisa Parfelt from Spotify; Patric Palm, CEO of Hansoft; Anders Frostenson, Managing Director, Doberman New York; Lotta Marlind, Creative Director and Partner at Garbergs adversing agency; and other guests TBA.
Moderator: Benjamin Costantini, curator at Symposium.

4.30 - 5 pm Meet the Artist: A Conversation with Simon Stålenhag
The juxtaposition of Swedish landscapes and everyday life with technological curiosities, gadgets and mysterious devices has gone viral and fascinated the world. Simon Stålenhag joins The Swedish Affair in Austin to share his thoughts about inspiration, work methods and the importance of lamp posts.

5 - 6:30 pm‪ Exclusive first look: Bodom & Iron Sky The Coming Race
‪‪Organizers: The Finnish Film Foundation and the Nordic Genre Invasion

‪Get the exclusive first look at Bodom and Iron Sky: The Coming Race, two of the most anticipated Scandinavian genre feature films currently in post-production.

Iron Sky: The Coming Race
Presented by Director Timo Vuorensola and Producer Tero Kaukomaa

Presented by Director Taneli Mustonen and Producer Aleksi Hyvärinen

By invitation only, for industry professionals.

7 pm Exclusive Screening of: The Hundred-Year-Old Man Who Climbed Out the Window and Disappeared

We're hosting an exclusive screening of the Academy Award nominated Swedish film "The Hundred-Year-Old Man Who Climbed Out the Window and Disappeared" by Felix Herngren. The film will be screened with English subtitles, and the event is open to the public side by side with the Creative Unite-event.

‪7 - 10 pm Creators Unite!
Hang out and lounge with us! Expect surprise spotlights, showcases and pods while you rub elbows with international creatives and appease your appetite at Svante’s food truck.

On stage: Rebstar (5:30 pm), Linda Lundqvist (6 pm), Adée (6:30 pm), Vulkano (7 pm), Sofia Talvik (7:30 pm), Ceasetone (8pm).

Tuesday, March 15
Nordic Music

11:30 am An interview with journalist John Seabrook and composer Robert Levin
A look at the music industry, and in particular at the Swedes and others at the mixing tables. John Seabrook, author of “The Song Machine,” talks about what happens when an industry is catastrophically disrupted—spurring innovation, competition, intense greed, and seductive new products.

Host: Per Strömbäck, Editor of Netopia and spokesperson for the Swedish Games Industry.

1 pm 10 pm Nordic Music Pop-up
Feel the beat! Get there early, lounge and listen to some of best new Scandinavian bands

On stage:

Plus, the Interactive Choir will sing “Bye-bye Interactive and Hello Music!”

RSVP here.