It’s not easy growing up in Stockholm’s shadow…

But this west-side city’s managed to ditch its Volvo and shipbuilding rep and embraced its alternative side.

Stockholm’s like the class prefect; hair slicked back and shirt tucked in. Gothenburg's the kid that sold Pokemon cards out their locker. Swap fine dining for no-fuss fish, and high culture for upcycled cafes and converted studios.

Say Hallå to Gothenburg…

DESIGN - HDK School is where design starts in Sweden. Stockholm might have the big names (IKEA) but this Gothenburg school makes the stars. Head to the Vasa area for pop up galleries and installations.

No, you will never out-design the Scandis.

COFFEE - Both cities are kings, with Fika (coffee time) being a daily ritual in all of Sweden. There’s coffee shops breeding like hamsters across Gothenburg. Try Alkemisten for world class roasts or Publik Cafe for alco-coffee and street-garden vibes.

Drop is your boy in Stockholm.

RAVE SCENE - Yep the summer forest raves in Stockholm were pretty good, but now it’s time to retreat indoors to Gothenburg’s new underground concept club - LUMA.

Find it in the Högsbo factory quarters. They have secret DJ guest acts at each event.

Gothenburg’s onnit. It’s treading a new creative path from Stockholm - less polished, less pretentious, and fashion and art are booming in a relaxed grassroots way.