Behind the greatest discretion sometimes lies the greatest daring. Sweden is a perfect illustration of this paradox. Since the invention of the match, the zip fastener and dynamite, this country of barely 10 million inhabitants has made a habit of offering the European market some of its most innovative products. Better still! This distinctive blend of practicality and inventiveness is now carried around the world by brands such as Ikea, Ericsson, Electrolux and H&M.
As the headquarters of the majority of national companies and almost half of the multinationals operating in Scandinavia, Stockholm is the centre of gravity - but also of lightness - in this land of innovation. The Swedish capital has a taste for research and a feel for the market. As a result, many investors are placing their capital in this stable region, in fields as varied as life sciences, information technology, clean energy and financial services.
With its consumers keen to discover new things, Stockholm is one of the world's most popular cities. "test market ideal for sophisticated concepts. And this department stores' has its own showcase: Norrmalm. A business district where the patina of time in no way excludes a taste for change.
How to get there
SAS offers three daily flights between Paris Charles de Gaulle (terminal 1) and Stockholm, as well as a direct flight from Nice. The Scandinavian airline was recognised by Flightstats as the most punctual in Europe in 2010.
Further information : 0825 325 335 or www.flysas.com
Air France also offers three daily flights between Paris and Stockholm.
Further information : 3654 or www.airfrance.fr
Getting to the city centre
The Arlanda Express, which links the airport to the central station in 20 minutes with a train every quarter of an hour - and even more so at peak times - is the most efficient way of getting to the city centre. But it's certainly not the cheapest, costing SEK 240 (€27) one way and SEK 460 (€51) round trip! There are alternatives, such as the Flygbussarna shuttle bus (www.flygbussarna.se), which takes you to the central station in 40-45 minutes for SEK 119 (€13) one way. Another option is to take a taxi, which costs around SEK 400 (€45) one way.
Getting around
It should come as no surprise that Stockholm's public transport system is one of the most efficient in the world. The easiest way to make the most of it is with the 24h and 72h passes, sold by Storstockholms Lokaltrafik (www.sl.se). Another option is the Stockholm Card, which also offers free admission to 80 museums and some boat trips.
Further information : www.stockholmtown.com
Shopping
First option: department stores, if only for the powerful impression their architecture leaves. Top of the list: the"monsters Åhléns and NK. Next door to both, the Gallerian shops offer an alternative for younger shoppers. Continuing eastwards, on the outskirts of Nybroplan, Scandinavian design seekers will find their paradise at the Design House Stockholm and fashion lovers will suddenly remember that Sweden is THE country of skinny jeans when they visit the flagship shop of the pioneer in the field, Acne.
For the ultimate in chic shopping, take to the streets of Östermalm, between Nybrogatan and Sibyllegatan, where you'll find an army of antique dealers and small boutiques with a sense of luxury, such as the jeweller Silversmeden Rey Urban or the interior design shop Asplund. It is also in these few blocks that you can discover the world's oldest auction house: the Stockholms Auktionsverkfounded in 1674.
For trendier - and cheaper - shopping, head south to Södermalm "la bohème and its central Götgatan thoroughfare to the glittering paradise of DesignTorget (number 31), from the delicate paper manufacturer Ordning&Reda (No. 32) or in the plugged-in tote bag on the Bruno Gallery (number 36).
Bars
Alongside the most attractive hotel bars - T/Bar at the Diplomat Hotel, Gold Bar at the Nobis, Cadier Bar at the Grand Hotel... - Norrmalm is not short of alternatives, particularly around Stureplan with Sturehof, Spy Bar or Riche... For thrill-seekers - short of real thrills... - Stockholm also has its Icebar located in the Nordic Sea Hotel, a great classic for small business groups.
If you have...
An hour or two
Stockholm is a magnificent city where it's very easy to get around on foot. The walk usually leads first to Gamla StanThe old town, with its cathedral and royal palace. Lovers of sailing and history won't want to miss a diversion to the VasamuseetThe huge warship Vasa, which ran aground in Stockholm harbour just minutes after its maiden voyage in 1628, is on display.
One afternoon
A visit to Gamla Stan can be complemented by a visit to the chic streets ofÖstermalmto the north, or the trendy streets of Södermalm. But it would be a shame to discover this city of water without using the most pleasant way to explore it: by boat. The most popular stopping-off point : Stockholm Sightseeingwhich offers a wide range of options and themed tours ("canal royal, "under the bridges of Stockholm, "archipelago tour...). The option "hop on - hop off is also a great place to stop and discover some of the city's most amazing attractions, such as the Tivoli Gröna Lund and above all the immense green reserve of Djurgården and Skansen, in particular the fabulous "open-air museum of Swedish life. To choose between all these options : www.stromma.se.
Services
Car hire with driver
Limousine Stockholm > Tel: +46 8 650 90 80 - Internet : www.limousinestockholm.com
Limousine Service AB > Tel: + 46 8 22 22 80 Internet : www.limousineservice.se
Limousine Aktiebolaget Hyrverk > Tel: +46 8 640 40 40 - Internet : www.hyrverk1.se
Bike hire > Stockholm City Bikes (www.citybikes.se) offers attractive packages, including three-day hire for SEK 125 (€14). Practical: the bike can be picked up and returned at any of the 70 points in the network, including a dozen at Norrmalm.
Taxis
Taxi Stockholm 15 00 00 > Tel: +46 8 15 00 00
Taxi 020 > Tel: +46 8 33 66 99
Kurir Taxi > Tel: +46 8 30 00 00
Business centres
Regus Stockholm Stureplan > Stureplan 4c - Tel: +46 8 463 10 00 - Internet : www.regus.se
Regus Stockholm östermalmstrog > Krejaren 2 - Tel: +46 8 5025 65 65 - Internet : www.regus.se
World Trade Center Stockholm > Klarabergsviadukten 70/Kungsbron 1 - Tel: +46 8 700 45 00 - Internet : www.wtc.se
Kitts Kontorshotell > Drottninggatan 71c Tel: +46 8 411 89 20 - Internet : www.kitts.se
Hotel Residence
Gülgrand Hotelsapartments > Guldgränd 5 - Tel: +46 8 641 40 64 - Internet : www.guldgrand.se
Information
Stockholm Visitors Board > Vasagatan 14 - Tel: +46 8 508 28 508 - Internet : www.stockholmtown.com
Economic information
Stockholm Economic Mission > Storgatan 11 - Tel: +46 545 89 150 - Internet : ubifrance.fr
Stockholm Business Region Development > Tel: +46 8 508 280 00 - Internet : www.investstockholm.com
