SWEDEN. A pioneering exhibition on the ‘(r)evolution’ of souvenirs has opened at Stockholm Arlanda Airport Terminal 5.
Swedish trend expert Stefan Nilsson has selected souvenirs that symbolise what people liked to bring home in the 1960s, 1970s, 1980s, 1990s and 2000s.
The presentation of a selection of souvenirs spanning those decades will operate throughout March. A competition to find the “˜2013 Souvenir of the Year’ opened on 11 March and will run until 14 April.
According to a SIFO market research survey commissioned by Swedavia, the state-owned group that owns, operates and develops eleven airports across Sweden, items purchased most frequently on holiday are alcohol, fashion and souvenirs. The survey indicated that more than 52% of young women, aged 18-29, purchased souvenirs.
“The word souvenir is French for ‘memory’, Swedavia said, adding that “the phenomenon of buying something symbolic to take home from a journey has been around since travel first began”.
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The exhibition presents a selection of souvenirs from the 1960s to the present day |
Commenting on the exhibition, Arlanda Schiphol Development Company Managing Director for Retail, F&B and Commercial Services at Stockholm Arlanda and Gothenburg Landvetter airports Roel Huinink said: “The exhibition illustrates how the souvenir has evolved over the past 50 years.
“Many international visitors at Arlanda buy traditional souvenirs to bring home. By announcing the Swedish souvenir of the year, we want to highlight the selection and broadness of items from well-known Swedish designers available at the airport. These are the modern Swedish souvenirs of today, that are a complement to the classic souvenirs as Viking helmets and Dala horses,” he said.
Details of the Souvenir of 2013 competition are available at www.arlandaairport.se
Note: The Moodie Report will publish a special Sense of Place e-Zine in June. The multimedia publication will use best-of-class case studies to explore how retailers, F&B operators and airports are increasingly drawing on local flavour to differentiate their offers.
The Moodie Report has tracked and championed the Sense of Place concept for several years and this landmark publication will offer a critical examination of the phenomenon at a time when many companies are finally realising its commercial value.
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