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The Nordic Nomad

Nordic tastemakers

My Nordics, as told by entrepreneurs Jonas Lundmark & Gustaf Berggrensson

The Nordics • Insider guides • My Nordics, as told by entrepreneurs Jonas Lundmark & Gustaf Berggrensson

An insider’s guide to the Nordics with Jonas Lundmark and Gustaf Berggrensson

How far would you go for a perfect pizza? For Gustaf Berggrensson, the answer was: all in. He left his job at Apple, built a wood oven in his garden and moved to Vitemölla, a seaside village in southern Sweden. In 2021, he and Jonas Lundmark – a former HR strategist from Stockholm’s tech scene – opened Gustafs, a seasonal pizzeria in nearby Kivik, serving Neapolitan pies straight from a traditional Acunto oven.

Two years in, a frozen pizza leftover sparked something bigger: the frozen pizza revolution. In spring 2023, they launched a frozen line using the same dough, toppings and oven as the restaurant. The results spoke for themselves – nearly 100,000 pizzas sold in the first year, now stocked in over 100 grocery stores across Sweden.

In this feature, the entrepreneurial duo shares their go-to Nordic escapes – unsurprisingly, often guided by appetite.

Top photography courtesy of Gustafs på Österlen

“[Österlen] is safe, welcoming, generous and powerful in its simplicity. ”

In the Nordics, my favourite country is …

[Lundmark] … Denmark. They’ve got a great vibe going, with Copenhagen leading the charge. I enjoy the more liberal attitude and their appreciation for craftsmanship, which you can find everywhere. The Danes seem to lean into spontaneity more as well – it all adds up to a perfect mix for the good life.

[Berggrensson] … Sweden. I’d love to explore the other Nordic countries more deeply – I find them all fascinating. But if I have to choose, I’ll go with my home country. Together with our Nordic neighbours, Sweden stands out globally, consistently ranking high in everything from education and innovation to empathy and quality of life. And within Sweden, I truly believe Österlen – where my family and I moved five years ago – is one of the best places in the world. Safe, welcoming, generous and powerful in its simplicity.

For a dose of urban pulse, I head to …

[Lundmark] … Stockholm. It’s hard to say anything else. Beyond the hidden-away places and rabbit holes I dive into, there’s so much to indulge in, especially with such a developed food scene. The city is also authentically beautiful.

[Berggrensson] … Malmö. It’s just an hour away and perfect for a quick hit of city life. But when I plan a proper trip, I go to Stockholm. I’ve recently fallen in love with the city. The mix of history, architecture, food culture and sheer energy is incredibly inspiring. It’s a city that says yes to new things – it brings out creativity in people. While there’s still some playing-it-safe, there’s also a real openness toward those who try something different. That makes it an exciting place to visit and create in.

Photography courtesy of Carolina Romare, Visit Sweden and Gustafs på Österlen

“The light out here is something else. Nature is diverse, dramatic and unforgiving in its seasonal shifts.”

For the perfect close-to-nature experience, I visit …

[Lundmark] … the Provence of Sweden: Österlen. The scenery offers both deep reflection and major sights. It’s generous with both time and space.

[Berggrensson] … the area of Haväng in Skåne. It’s endless, untouched coastline and open nature – one of the most beautiful areas in Sweden. They call Österlen the Swedish Provence for a reason. The light out here is something else. Nature is diverse, dramatic and unforgiving in its seasonal shifts. Hiking at Stenshuvud or swimming at Knäbäckshusen is a world-class experience.

For a memorable getaway, I check myself into …

[Lundmark] … a couple of nights at one of Sweden’s top spa destinations. Ystad Saltsjöbad or The Lodge are great, but Ästad Vingård is the perfect spot to hide away and enjoy presence, scenery and great food.

[Berggrensson] … Ystad Saltsjöbad nearby – a seaside hotel and spa just down the coast from us. It’s a beautiful place with a great atmosphere and a fantastic spa experience. Even a simple day pass is enough to recharge, but staying overnight makes it feel like a proper mini-vacation.

Photography courtesy of Ystad Saltsjöbad

“ … I just commit to Eden for the whole night – a late-summer session in the heart of the city.”

For a great meal, I go to …

[Lundmark] … Bananas in Stockholm. It always brings back great memories. In Österlen, Talldungen offers a great experience with both world-class wine and food – all in a setting that feels straight out of a fairytale.

[Berggrensson] … Lyran in Malmö. Their ever-changing tasting menu is always fresh, fun, simple, elegant – and full of surprises. Closer to home, Talldungen in Brösarp is another favourite. The atmosphere is warm, the wine list is amazing and the combination of food, people and setting makes it a place we keep coming back to.

For a fun night out, I head to …

[Lundmark] … Bar Portal or Tjoget in Stockholm with a Boulevardier cocktail or one of their signature creations. Then it’s on to Solen for a shared meal and off to a venue around the Slaktis area. Or I just commit to Eden for the whole night – a late-summer session in the heart of the city.

[Berggrensson] … the Möllan neighbourhood in Malmö. Back in the day, we used to treat restaurant Metro as our second living room – great food and a wide selection of beers. We’d catch jazz jams at Moriskan and grab a late-night falafel before heading home.

Photography courtesy of Talldungen

“… I slow down, stroll around and let the place speak.”

For a dose of retail therapy, I shop at …

[Lundmark] … Vinted, an online second-hand marketplace. Being able to change your whole wardrobe and find unique items smoothly is unbeatable. For offline, stepping into Suitsupply for a proper session of tailoring a great look is always a great experience.

[Berggrensson] … places that feel worth it. I don’t shop as much as I’d like to – so when I do, it’s usually for something special. What I really appreciate about the Nordics is the variety: from big retail chains to charming corner stores, second-hand online markets like Blocket, Tradera and Vinted, or online auction houses for vintage lovers. If I’m just browsing, I might walk the side streets of Copenhagen where the vintage furniture shops are or do some watch-watching in Stockholm.

For a dose of culture, I head to …

[Lundmark] … museums. Take your pick – but the one I revisit most is the Vasa Museum in Stockholm. When I read up on history, I always end up fascinated by both timeless ideas and the progress of our society.

[Berggrensson] … old churches or other points of architectural interest, with GPT as my guide in my pocket. I like places that carry authenticity and history, even if they’re touristy. They’re touristy for a reason. Gamla Stan in Stockholm, Lilla Torg in Malmö or Nyhavn in Copenhagen – they’re all living pieces of cultural legacy. Whenever I end up in spots like that, I slow down, stroll around and let the place speak.

“… the moment you turn it around and invite them, you’ll often find they’ve been waiting for that chance all along.”

For a hidden gem, I recommend …

[Lundmark] … Matateljén just outside of Stockholm – absolutely worth the detour. I love seasonal produce and any place that embraces it deserves credit.

[Berggrensson] … Mrs Saigon, a Vietnamese restaurant in Malmö that’s been around forever, but still feels like a best-kept secret. Their pho is unbelievable. The place is simple, clean and easygoing, but the depth of flavour is top notch. Our 8-year-old daughter is really picky with food, but she absolutely loves it.

For me, a quintessential Nordic experience is …

[Lundmark] … seasonality and contrast. The endless days of summer, the exceptional harvests of spring, sauna in the autumn and skiing in winter. But the one that stays with me is the light in early or late summer – as a photographer, nothing beats the vibrant, accessible sunrises and sunsets of May and September.

[Berggrensson] … interacting with its people. Scandinavians might seem a bit reserved at first – maybe hesitant to ask someone to dance. But the moment you turn it around and invite them, you’ll often find they’ve been waiting for that chance all along.

Photography courtesy of Unsplash and Matateljén