Team Sweden UK: Unexpected Partnerships 2026
05 June, 15:30 - 21:15
The Forum takes place 15:30-19:30 followed by concert attendance 19:45-21:15
Exploring Unexpected Partnerships
Where creativity meets strategy – and collaboration shapes what’s next.
What happens when industries collide? When music meets tech, retail meets gaming, or heritage brands plug into new cultural forces? The result isn’t just collaboration – it’s transformation. Enjoy an inspiring forum, then slip on your dancing shoes for ABBA Voyage’s iconic concert – all in one seamless evening.
As SXSW London returns for its second edition, Team Sweden UK gathers its community to explore how tech, film, music, culture, and sport are remixing the rules of business. This forum dives into the partnerships that break convention, spark new ways of thinking, and places creativity at the heart of the brand strategy. Whether you’re a leader, founder, or creator, this is your chance to see what happens when the usual boundaries disappear.
The question is: where will your next partnership take you?
What to expect
• Insights into cross-industry collaboration
• Real-world case studies from unexpected partnerships
• Perspectives on how creativity drives commercial success
• Conversations shaping the future of business and culture
Ticket information
The Event Package includes:
• Access to the Forum
• Exclusive pre‑concert access to Oceanbird Lounge
• Dance floor ticket for the ABBA Voyage concert
If you have any accessibility or mobility needs, please contact us via events@scc.org.uk to discuss alternative options.
Note: For guests who have purchased the Event Package, you are welcome to bring a family member or friend to the concert at a preferential rate. For more information or to book, please email events@scc.org.uk.
Background
Fuelled by the momentum of SXSW London, Team Sweden UK – a collaboration between the Embassy of Sweden and the Swedish Chamber of Commerce for the UK – partners up with ABBA Voyage for a night where business, creativity, and commerce collide. As Forbes noted about SXSW, “its first European edition marked a shift in how business, creativity, and commerce intersect.” Sweden and the UK are all in on the creative industries – from tech and music to film, culture, and sport – and this event celebrates the cross border, cross industry collaborations that are driving that shift.
Speakers
Paul Harrop
Partner and UK MD
Eidra AB
Featured Speaker
Paul is the UK Managing Director and Partner at Eidra – a 1,400-person global consultancy headquartered in Sweden. He has spent years sitting with organisations at the intersections of plans and reality.
Eidra is a Nordic-born consultancy collective, founded in Stockholm in 2019. It is built on the conviction that real business transformation requires deep collaboration between consulting, creativity and engineering. The collective brings together over 1,400 specialists across 17 offices in Europe and the US under a partner-owned model. Eidra’s London office connects that Nordic heritage – pragmatic, design-literate, engineering-led – with the scale and ambition of the UK market.
Duncan Sanders
Director of Partnerships
Aniara LTD (ABBA Voyage)
Featured Speaker
Duncan Sanders is Director of Partnerships at ABBA Voyage, where he manages strategic partnerships that support the innovative production’s commercial, and wider social and environmental ambitions. With a focus on generating meaningful impact, Duncan oversees ABBA Voyage’s East London local educational engagement, an ongoing initiative supporting schools and community stakeholders to create opportunities for skills development, learning, and pathways for the next generation.
Prior to working for ABBA Voyage, Duncan has worked extensively in the cultural sector, assuming senior roles at Design Museum, Southbank Centre and British Library.
Host Partner
Partners
Location
ABBA Voyage
ABBA Arena, Pudding Mill Lane, Queen Elizabeth Olympic Park, London, United Kingdom, E15 2RU
Delegate
Jan Ståhlberg
Founder & Managing Partner
Trill Impact
Emmie Jones
Partner
White & Case
David Samuelson
Partner
Nordic Capital
Book your tickets
Terms & Conditions
Bookings are non-refundable, but at the discretion of the organiser, you can change the name of the person attending. For this, please contact events@scc.org.uk.
Disclaimer: If you experience any issues when registering, please contact events@scc.org.uk and we will ensure you are registered quickly and smoothly. We are currently rolling out a new event system, so some features may look or behave slightly differently. Thank you for your patience while we complete this transition.
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