Visit Sweden wants you to know that Bolmen is not just an IKEA toilet brush
Sweden is picking up its furniture flat – or at least the names, many of which really belong to beautiful nature destinations.
There is much more to Sweden than its most famous cultural exports – Abba, IKEA, Swedish meatballs – and a new ‘sparkling-eyed’ tourism campaign wants you to know.
What do a toilet brush and a beautiful Swedish lake have in common, he asks? They both share the same name, but for years Bolmen was better known as a toilet brush sold by the furniture giant, instead of a picturesque lake in southern Sweden.
“In Sweden, we are proud of IKEA and in a way you can say that they have helped us to make Swedish places known all over the world by the names they have taken for their products”, says Nils Persson, Marketing Director of Visit Sweden.
“Now we want, with warmth and a wink, to show off the originals behind the product names and invite the world to discover all of Sweden. “
The name of the game: Has IKEA eclipsed Sweden’s natural environment?
The popularity of IKEA housewares means that the Swedish places they are named after are often lost in searches online.
Visit Sweden says there are 21 iconic places across the country that he wants to put back on the map.
With nearly 270,000 islands and 95,700 lakes in total, and a generous public access fee (“Allemansrätt”), there are so many starting points for your vacation 2022.
Some local areas claim their names in unique ways. Bolmen launched a new slogan: “Bolmen – more than an IKEA brush” on a billboard to help travelers find the serene lakeside location.
Magnus Gunnarsson, president of Smålands Sjörike and member of Ljungby city council, points out that Bolmen’s ‘crystal-clear’ water couldn’t be further from the toilet association.
“We love that IKEA has named a product for our beautiful lake and that Visit Sweden is bringing this to the world’s attention. But now we would like to show the world that Bolmen is much more than an item you clean your toilet with.
“It is an incredibly beautiful place, much loved by us locals. We would like to invite the whole world to spend time in our wonderful and unspoiled natural environment, showing the same care as us and enjoying the crystal clear water, ”he says.
21 places won back by Sweden
Like ABBA kicks off comeback tour next year, the Swedish tourism board is looking forward to welcoming tourists again.
Sweden, they say, offers an assortment of memorable destinations and experiences. These include everything from Viking monuments to quaint towns, castles and silver mines, with activities ranging from whitewater rafting and dog sledding, fly fishing and ice swimming.
If you want to get up from your Grönlid (IKEA sofa) and go on a Nordic adventure, here are the 21 places to rediscover.
- Järvfjället, a mountain in Swedish Lapland (gaming chair)
- Bolmen, a large lake in the Småland region of southern Sweden (toilet brush)
19. Ektorp, a suburb of Stockholm (sofa)
18. Skärhamn, a fishing village on the island of Tjörn off the west coast of Sweden (doorknob)
17. Stubbarp, a manor house in the Skåne region of southern Sweden (cabinet legs)
16. Ingatorp, A village where you will find one of the oldest wooden buildings in Sweden, in the region of Småland (extendable table)
15. Höljes, one of the least populated regions of Sweden, a forest in the Värmland region (hanging lamp)
14. Hemsjö, a village in the region of Blekinge (candle block)
13. Toftan, a lake in the Dalarna region (trash can)
12. Mästerby, a historic battlefield on the island of Gotland (a stepladder)
11. Voxnan, a river with waterfalls and rapids in the Hälsingland region (shower tray)
10. Himleån, ravines of the Halland region (bath towel)
9. Laxviken, a rural village in the Jämtland Härjedalen region (cabinet door)
- Kallax, a coastal village near Luleå in Swedish Lapland (storage shelf)
7. Misterhult, an archipelago of 2,000 islands near Kalmar in the region of Småland (a bamboo lamp)
6. Vrena, a village near the east coast in the Sörmland region (counter)
5. Björksta, a village near the university town of Uppsala (photo with frame)
4. Norberg, a small town in the Västmanland region (folding table)
3. Askersund, a small town near Örebro in central Sweden (cabinet door)
2. Rimforsa, a small village in the Östergötland region of eastern Sweden (established)
1. Bodviken, a mountain lake in the UNESCO World Heritage area of the High Coast in northern Sweden (sink)