Unstad, Lofoten. A place I’ll come back to.

SurfUnstad Beach. A nice wave breaking.

Last weekend I was away on a brand journey to Unstad, Lofoten with Swedish fashion brand Mountain Works. I’m one of the partners of this small yet well known Swedish clothing brand and now it was time for our first ‘Brand Lab’ trip. This is a concept I’ve created where I bring great personalities that in different ways represent the lifestyle Mountain Works wants to enforce.

ClimbingLofotenClimbing one of the peaks with the Mountain Works Brand Lab team

This first trip was chosen with great care by me. I wanted to guide these great people (I’ll let you know more about the team when we start communicating things soon) to a place that blew their and my mind. On top of this I felt the climate was important as we design create state of the art down jackets. The choice was easy. In the north of Norway in Lofoten land there’s a small beach that delivers waves that beats the shit out of most waves in the world. It’s one of the most northern surf destinations in the world and the nature is stunning. This place is called Unstad.

UnstadA welcoming Unstad sign.

WetHappyQuite happy as you can see!

WalkingOn my way back from the surf

Resting on the way up. What a view!

publicWetHang your wetsuit here!

MirrorAhhh…those views…


Note. All pictures showing me was taken by Jacob Wismar. 

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.

  • galveston

    Looks nice, never been there but would like to go :) A few typos: wrong caption on the Unstad house and a strange > that is a link when you are strolling around in the wetsuit + nice jacket :)

  • http://www.ronnestam.com/ Johan Ronnestam

    You should go! It’s fckn great!

    Will check :) Thanks!

  • http://www.ebog.me/ ebog

    This place really looks great. The scenery is beautiful and interesting. I always prefer to peaceful places like this. It really made ??me feel at peace and be freed

  • Erik Lindegren

    Coolt Johan! Norway is the way;)!
    Nu får du ta och lägga till mig på

    Best regards Erik Lindegren

  • http://www.theeurekalife.com/ Swati Chauhan

    Hi Ronnestam, Bumped upon your blog browsing and found it very interesting. I am also from Sweden. Keep up the good work:)