Stockholm recently received a prize at the MIPIM awards ceremony this year for having been voted by FDI Magazine as overall winner of the European Region of the Future 2012/2013. It should come as no surprise then to imagine the enormous success Stockholm-The Capital of Scandinavia had at MIPIM this March when their collaborator Step2Communication developed the idea together with magicians Charlie Caper and Erik Rosales to present the future of this trendy city how else…but through the screen of an IPAD. Make that seven IPADS.
Whilst other stands displayed their modern touch with flatscreen TV’s and USB Key handouts, Stockholm took “innovative” to a whole new level and lived up to their reputation as European Region of the Future as they put the IPAD to use in way that has never been seen before.
Monica Ewert, Director of Communications for Stockholm Business Region says, “Our aim was to show that Stockholm is a hub for new technologies, especially ICT. We wanted to get our message through in a playful way that Stockholm is just Plug’n Play for investors, and hopefully we succeeded.” She was overjoyed at the unexpected buzz of the viral video, exposing Stockholm almost overnight, to an audience of over 1,000,000 people. “We had initially planned to use the video only as documentation.”
I had the chance to speak with Charlie Caper about the development of the act itself. He claims that they spent days doing research and fact checking before writing the script, adding the magic and getting it all choreographed. Upon asking if I’d have the pleasure to see them again, he smiled and said, “Hopefully, we’ll see you at MIPIM 2013.” All I know is that I better get to the Stockholm stand early next year. Their show is likely to draw quite a crowd! He couldn’t have been happier to work on the project, as he and both Erik, Swedish born natives, moved to Stockholm out of love for the city.
Stockholm is Scandinavia’s economic center with the largest gross regional product and most multinational companies. Known for its sustainable development, it is one of the world’s largest ICT clusters, one of Europe’s largest biotechnology clusters, and northern Europe’s financial center are also located here. Stockholm is Scandinavia’s trendsetting cultural city with its unique selection of galleries and museums, international food culture, and music production.