The hidden Swedish gems behind those weird IKEA product names

Bolmen, Järvfjället, Skärhamn, Kallax and Toftan. For years now the world has marvelled at and struggled to pronounce, IKEA product names*. What most don’t realise is that the worldwide furnishings big typically names their wares for actual locations in Sweden. Now Sweden desires to ask the world to go to these improbable areas.

What does a bathroom brush and an exquisite Swedish lake have in widespread? They each share the identical identify, however for years Bolmen has been higher often called a bathroom brush bought by international furnishings big IKEA, INSTEAD of a picturesque lake in southern Sweden. Sweden is campaigning to reclaim its improbable areas throughout the nation and assist travellers uncover the Originals.

From beautiful nationwide parks to stunning buildings, 21 iconic locations throughout Sweden have impressed the names of well-known and liked furnishings and home items. Nevertheless, this has resulted in guests to the nation lacking out on experiencing the beautiful gems of Sweden as on-line searches of those iconic spots reveals towels, sofas, and waste bins.

With over two thirds (68%) of travellers searching for a European escape subsequent yr[1], Go to Sweden has taken motion to disclose the reality behind these often-funny sounding Swedish product names to supply travellers extra alternatives to discover the nation.

“In Sweden, we’re happy with IKEA and in a method, you may say that they helped us make Swedish locations world-famous by the names they borrowed for his or her merchandise. Now we wish, with heat and a twinkle in our eye, to point out the originals behind the product names and invite the world to find the entire of Sweden,” says Nils Persson, Chief Advertising and marketing Officer, Go to Sweden.  

With its diverse and spectacular pure atmosphere, almost 270,000 islands and 95,700 lakes, beneficiant Proper of Public Entry (‘Allemansrätt’), wealthy tradition and lengthy historical past, Sweden affords a smörgasbord of locations and memorable experiences. These embody every thing from Viking monuments to picturesque cities, castles, and silver mines, with actions from white-water rafting to canine sledding, fly-fishing and ice swimming.

One such place is lake Bolmen, positioned in a scenic nook of the province of Småland, not removed from Agunnaryd the place IKEA’s founder, Ingvar Kamprad, grew up. Right here guests have ample alternative to benefit from the attractive pure environment canoe, hike and bike on trails, or decide mushrooms and berries. As part of this marketing campaign Bolmen is launching a brand new slogan: ”Bolmen – greater than an IKEA bathroom brush”.

“We do admire that IKEA has named a product for our stunning lake and that Go to Sweden is bringing international consideration to this. However now we want to present the world that Bolmen is a lot greater than an merchandise with which you clear your bathroom. It’s an extremely stunning place, a lot liked by us locals. We want to invite the entire world to spend time in our fantastic, unspoiled pure atmosphere, displaying the identical care we do and having fun with the crystal-clear water.” Says Magnus Gunnarsson, Chair of Smålands Sjörike and municipal council member in Ljungby.

Different examples of locations highlighted by this marketing campaign embody Järvfjället in Lapland, which affords grand outside experiences together with climbing and cross-country snowboarding on trails alongside Lapland’s distinctive fauna. The picturesque fishing village Skärhamn, on the island of Tjörn, is the place one can take pleasure in freshly-caught seafood and expertise worldwide artwork at Nordiska Akvarellmuseet. The coastal city of Kallax in Norrbotten, the place you may cruise between hundreds of small islands throughout summer season nights lit by the midnight solar, in addition to partake in certainly one of Sweden’s extra “fragrant” culinary traditions throughout the city’s annual fermented herring events. And lake Toftan in Dalarna, the place artwork lovers can paddle a canoe the size of the lake earlier than visiting the home on the lakeside in close by Sundborn, as soon as owned by artists Karin and Carl Larsson, identified and liked for his or her influence on Swedish inside design.

21 locations reclaimed by Sweden:

  • Bolmen, a big lake within the Småland area of southern Sweden (bathroom brush)
  • Järvfjället, a mountain in Swedish Lapland (gaming chair)
  • Extorp, a suburb of Stockholm (couch)
  • Skärhamn, a fishing village on the island of Tjörn off the coast of West Sweden (door deal with)
  • Stubbarp, a manor home within the Skåne area of southern Sweden (cupboard legs)
  • Kallax, a coastal village close to Luleå in Swedish Lapland (storage shelf)
  • Höljes, one of the sparsely populated areas in Sweden, a forest within the Värmland area (pendant lamp)
  • Hemsjö, a village within the Blekinge area (block candle)
  • Toftan, a lake within the Dalarna area (waste bin)
  • Mästerby, an historic battleground on the island of Gotland (a step stool)
  • Voxnan, a river with waterfalls and rapids within the Hälsingland area (bathe shelf)
  • Himleån, ravines within the Halland area (bathtub towel)
  • Laxviken, a rural village within the Jämtland Härjedalen area (cupboard door)
  • Ingatorp, A village the place you´ll discover certainly one of Sweden’s oldest picket buildings, within the Småland area (extendable desk)
  • Misterhult, an archipelago of two,000 islands close to Kalmar within the Småland area (a bamboo lamp)
  • Vrena, a village close to the east coast within the Sörmland area (countertop)
  • Björksta, a village near the college city of Uppsala (image with body)
  • Norberg, a small city in Västmanland area (folding desk)
  • Askersund, a small city close to Örebro in central Sweden (cupboard door)
  • Rimforsa, a small village within the Östergötland area of east Sweden (work bench)
  • Bodviken, a mountain lake within the UNESCO World heritage space of the Excessive Coast in northern Sweden (washbasin)

For extra data and inspiration for the 21 reclaimed areas, click on right here.