Beyond Blond 2008

Beyond Blond, Swedish Lifestyle Month, opened for its fifth year in southern California on April 4 with a series of events focused on the business of sustainable energy, biotech and life sciences, information technology, and the media and entertainment industry.

Symbolized by an apple, this year’s Beyond Blond is pared down to focus on Sweden’s green sensibility and specific business niches with a goal, not only to introduce and enhance knowledge about Sweden and Swedish innovation and creativity, but also to stimulate a business outcome.

The opening event featured a weekend salute to Sweden’s legendary filmmaker, Ingmar Bergman, hosted by the Academy of Motion Picture Arts and Sciences. Five Bergman Academy Award-nominated and Oscar winning films were shown at the Linwood Dunn Theater in Hollywood.

The month-long program moved to San Diego for the Swedish American Chamber of Commerce’s Entrepreneurial Days, offering opportunities for American companies to learn about Swedish business and make contacts with their counterparts in Sweden.

Contemporary Swedish film will be in the spotlight at the Newport Beach Film Festival later in the month, followed by events in Los Angeles for the entertainment sector, with an emphasis on the film and music industry.

Program sponsors include the Swedish Institute, Export Music Sweden, Hästens on Beverly, SAS, Absolut, and Luxe Hotel.

Beyond Blond, now in its fifth year, is a month-long Swedish lifestyle program organized by the Consulate General of Sweden in Los Angeles to promote business opportunities for Swedish and American companies, and knowledge and interest about Sweden in the US.

Sweden is a leading nation in delivering innovative design, scientific achievements, communication technologies, sustainable environmental systems and business prowess in numerous fields affecting contemporary lifestyle and quality of life.