Day 3: Discovering Stockholm
We woke up to the warm weather and bustling energy of Stockholm. The day was dedicated to exploring this beautiful city, known for its picturesque archipelago, historic sites, and vibrant culture.
We started with the vist of the Museum of Spirits and learned about the fascinating Marketing History behind the brand, and the man behind many successful campaigns: Michel Roux, well known for his collaboration with Andy Warhol. The Absolut Warhol campaign was followed by one with Keith Haring, Kenny Scharf, Ed Ruscha, Leroy Neiman and Arman. All totaled, Roux estimates that he worked with around 3,000 artists, including musicians and choreographers.
“My philosophy,” explains Roux, “was that I was not doing things to get something out of somebody. We would do risky things, for instance back then we did so many things with the gay community. I did it to fight the bigotry… The press would pick it up. His philosophy was, is, "if you’re doing good you’ll do well. This is what Absolut did. We were always involved for the good
Afterward, we took a leisurely stroll through Gamla Stan, Stockholm’s old town, with its cobblestone streets, colorful buildings, and charming boutiques. Lunch on the boat was a delightful affair where we savored traditional Swedish cuisine.
It was a perfect day to soak up the sun and the beauty of Stockholm.