Music & Arts

A Swedish Pop-up at Sundance

The largest – and likely most star-studded – film festival in the United States experienced a touch of Swedish flare in 2017.

Attendees braved cold and snowy weather and screened carefully-selected dramas, comedies and documentaries at the Sundance Film Festival held Jan. 19-29 in Park City, Utah. But it was the Swedish Snus Store pop-up on Main Street that brought in thousands of moviegoers to check out a variety of activities including a snowboard artist demonstration.

Organized by Swedish Match, the store featured a premium lounge area with free wi-fi, charging stations, two ski simulator games, a café featuring gourmet Swedish foods and artisanal coffee and beverages. Visitors learned about and purchased General Snus, a smokeless and spitless upper lip tobacco that originated in Sweden more than 200 years ago.

Well-known snowboard artist Jimmi Toro painted snowboards throughout the weekend, which later were awarded to six lucky contest winners.

More than 2,300 festival attendees stopped by the Swedish Snus Store the three days it was open.