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Stockholm with Susanne Holmsäter

STORY BY RACHEL SCHWARTZMANN –FOLLOW SUSANNE –  PHOTOS BY LOUISE CECILIA PALMBERG FOR THE STYLE LINE

Stockholm is truly at the intersection of design,

creativity, and innovation. While we’re still getting to know more about this coveted destination, in the recent months we’ve had the honor of connecting with some of the city’s most promising, designers tastemakers, and innovators – Case in point, today’s Neighborhood Story with the truly dazzling Susanne Holmsäter.

As the PR and Events Manager for Tictail in Sweden, we first connected with Susanne earlier this year during our trip to Stockholm with Away (and Tictail!), where she kindly guided us around the city. As a result, we became enthralled with Susanne’s passion for the city she calls home (both personally and professionally), and found ourselves wanting to discover more of Stockholm through her unique lens. As she mentioned in our interview below, “In recent years, Stockholm has really become a hotbed for innovation, which is something I believe has had a great impact on people’s lust and courage to start their own businesses here.”

From her unwavering passion for emerging makers to her love for both nature and city life, we were thrilled to reconnect with Susanne who kindly took us for a spin around the popular Södermalm neighborhood and shared a few of her favorite local hot-spots. Without giving too much away, discover our full morning with Susanne who shared more on her life in Stockholm, her day-to-day at Tictail, and much more, featuring exclusive photos from our time together captured by Louise Cecilia Palmberg for The Style Line.

Hej (that’s the Swedish “hi”)!

My name is Susanne and I was born in Stockholm and work as the PR & Events Manager for Tictail in Sweden. I grew up with a single dad as the oldest of two sisters — something I think has had a big influence on who I am as a person. I love to explore new places, meet new people, and read sci-fi books. A current favorite is Ready Player One and I’m counting the days until the movie hits the theatre!

Tell us more about your relationship to Stockholm. How has it influenced your life personally and professionally? How has it evolved and what are some things you hope are preserved as the city continues to change?

Stockholm has always been my base, even though I’ve lived in other cities like Milan and New York. Something that I find special about Stockholm is that it allows you to be close to nature — and water specifically, which is perfect if you’re like me and love to go swimming or go on boat rides. Growing up, our dad used to sail with me and my sister each summer and the boat we had became like our summer house. Being on the ocean is such a liberating feeling and because of a law in Sweden called “allemansrätten” (freedom to roam), the general public gets the right to access certain public and privately owned land for recreation and exercise – making the archipelago so accessible. The city itself is also very accessible.
I love walking, and in Stockholm, you can walk basically everywhere. Each area has its own personality and I love the fact that the city is constantly growing, making space for new areas to evolve and be explored. With that said, I also think it is amazing that the city has been able to keep some of its historical places intact — like the Old Town. It can get a bit touristy, but if you venture away from the main streets and walk around, you’ll find these amazing narrow alleys, small restaurants, unique shops and century old buildings that are so beautiful.

Design, fashion, and aesthetics seem to be highly valued among Stockholm dwellers. Would you agree? How would you describe the collective personal style of Stockholm dwellers?

Without a doubt! Three traits of Swedish style would be clean, monochromatic and edge.

Regarding your work with Tictail, how would you describe Stockholm’s small business community and how do you think the city helps foster emerging brands?

In recent years, Stockholm has really become a hotbed for innovation, which is something I believe has had a great impact on people’s lust and courage to start their own businesses here. At Tictail, I have had the opportunity to meet so many amazing people in this community of small business and emerging designers and it inspires me on a daily basis.
Like the designer Ida Klamborn who makes bold pieces for bold women – or Erik Olsson, the designer behind Studio E.O who creates wonderful home decor out of his atelier her in Stockholm. The fact that Tictail helps to facilitate for these emerging designers to meet is also something that I am so happy about; we’ve had brand-meetups both here and in other cities and you can really see the positive effects that this community has.

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Urban Deli

Address: Nytorget 4, 116 40 Stockholm, Sweden

Urban Deli – also at the heart of Nytorget which is really one of my favorite areas in Stockholm. Urban Deli is such a cool restaurant, often showcasing amazing art and also making inspiring and important political statements. Also, their food is amazing. Don’t miss their super cool grocery store that they have next to the restaurant as well, it is so inspiring to just walk around in.”

Shop Susanne’s Look: Eneri Dress $22 and top $148, Greenlaces shoes $99, Atelier Batac bag $288, and Jam + Rico earrings $75

What are a few places throughout Stockholm that you think are worth visiting/blend the city’s historic culture along with its newer/hipper crowd?

I love museums, so I would definitely say that the Modern Arts Museum is a cool place to visit! It is also located on a beautiful island (connected to the city by a small bridge) where you can walk around to view some of the citys historical buildings and their architecture (like Kastellet). On that Island, you can also enjoy one of the best brunches in the city at Hotel Skeppsholmen.

“In recent years, Stockholm has really become a hotbed for innovation, which is something I believe has had a great impact on people’s lust and courage to start their own businesses here.”

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Caroline Hjerpe

Address: Åsögatan 132, 116 24 Stockholm, Sweden

Carroline Hjerpe is a close friend of mine who I am now fortunate enough to also work with through Tictail. She has created the most amazing, inspiring studio at the heart of Södermalm where she handcrafts each and every one of her pieces! It is so inspiring to watch her work and the energy she puts into her craft.”

Shop Susanne’s Look: (Vintage) Levi’s jeans (Similar, $198) Arethé top (Similar, $86), Kuula + Jylhä clutch $222, LAX shoes (Similar, $265) and Caroline Hjerpe earrings $80 and ring $159.

What is one question you wish people asked you more often?

I don’t know if there is a specific question I would like for people to ask, but rather I would love for people to really take the time to listen. To try and understand something that they might be skeptical of at first or challenge their own perceptions on a subject.

“I would love for people to really take the time to listen. To try and understand something that they might be skeptical of at first or challenge their own perceptions on a subject.”

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Gildas Rum

Address: Skånegatan 79 116 35 Stockholm

Gildas Rum – a favorite in the heart of Nytorget in Södermalm. Their staff is so friendly and they have great coffee and the best sandwiches in this part of town!”

Shop Susanne’s Look: Juanma by el Cuco pants (Similar, $106), Elisabeth Stray Pedersen sweater $341, Hypnotic Yellow shoes $367, Caroline Hjerpe ring $159, and Sanktoleono Earrings $212

What is one idea or thing you wish Stockholm would be more known for or associated with? 

I am happy that most people know that Stockholm has such beautiful outdoors, but that’s often associated with the archipelago – and there is so much more. One thing I think is really cool is all of the amazing hike trails both in and outside of the city that you can venture along. Another thing I would love for it to be more known for is how the city is used to bring forward art – a cool example is that the Stockholm subway system is actually one of the worlds longest art exhibition at an astounding 110 kilometers!