Stockholm Schedule
Welcome to Stockholm
Ten years ago, in October 2015, Nisse Hallberg stood on the stage at Skandia Bio and said these words for the very first time: “Welcome to Way Up North.” Fer Juaristi followed as our first presenter.
It was a reckless idea born from a simple question: why not create something that doesn’t exist yet?
Now, a decade later, we’re back where it all began. Same theatre, same energy, same belief that the best things happen when you stop overthinking and start creating.
This year’s theme, “Why Not,” celebrates those reckless moments that change everything. The leap you took without knowing where you’d land. The project you started despite having no idea how to finish it. The decision that seemed crazy until it became brilliant.
Our presenters will share their “why not” stories – the bold moves that traded safe choices for something extraordinary. For our 10-year celebration, we’ve gathered past Way Up North presenters who understand that creativity lives in that beautiful space between “this is crazy” and “let’s do it anyway.”
They’ll remind us that the most powerful question isn’t “what if I fail?” but “why not try?”
Welcome back to Skandia Bio. Welcome back to where it all started. Welcome to Way Up North Stockholm – ten years of asking “why not?”
Fall 2025 Tickets
€395.00 +VAT
October 27th
Canon–Profoto Styled Shoots, 12:00 – 16:00
Hotel Berns
Information on how to sign up and join the boat cruise will be released in early September.
To celebrate 10 years of Way Up North, we are going all out and partnering with Canon and Profoto to bring our most ambitious Style shoot yet. Both teams will be on site to offer support and guidance as well as dedicated educational hands-on sessions. To be held at the luxury Berns hotel in the centre of Stockholm, a range of sessions will be available from those wanting to learn something new to those who just want to shoot.
IMPORTANT: These styled shoots are available by pre-registration ONLY. Access will be strictly limited to photographers who have successfully registered during the sign-up period early September. No on-site or walk-in registrations will be permitted. Confirmed participants will receive detailed instructions via email before the event.
Event Registration, 17:30 – 20:00
Bio Skandia
Start your WUN experience with a welcome drink at registration! Here’s everything you need to know:
- Come as you are—no printed tickets or invoices needed.
- Upon entering Bio Skandia, note that we’re using only the lobby area; not the cinema itself.
- Badges are organised by first name on tables (e.g., A–G, H–M); locate the table for your first name initial range and pick up your badge there.
- We’ll check you in against our guest list and get you your badge.
- Once you have your badge, grab a drink from the cash bar, enjoy the music, and mingle with others.
- Registration closes at 20:00, after which we’ll exit Bio Skandia—but the evening continues, with many great spots in Stockholm to explore next!
- Keep your badge handy—you’ll need it to access the cinema throughout the event.
Missing evening registration?
- Collect your badge at Bio Skandia during the event.
- Or send a friend to grab it for you.
👉 Important: No badge, no entry to Bio Skandia.
October 28th
Doors Open, 08:00
Bio Skandia
Doors open at 08:00. Come in, connect with fellow attendees, and visit our sponsor booths. If you missed registration the night before, pick up your badge now.
Cinema doors open just before 09:00, with the show starting promptly at 09:00.
🚨 Critical: You must wear your badge to enter the cinema. No exceptions.
Seating is first come, first served with no reserved spots. Use the lower level only. The upper balcony is strictly off-limits. If anyone sits in the upper section, we’ll have to stop the show until they move down. This is non-negotiable for insurance reasons.
Block One, 09:00 – 10:45
Maria Broström
Why Not Just Live
I may not be able to give you the inspiration you want, but perhaps I’ll give you the insights you need.
Karin Lundin
Holding Space Without Losing Yourself
Emotional presence is power, but without boundaries, it burns you out. Learn to hold space for others without losing yourself in the process.
Block Two, 11:30 – 12:30
Linda Broström
Why not – BECAUSE!
What lessons have I learned after 13 years working as a lawyer and 14 years as a full time photographer? Many or any at all? I’ll give you some of my key insights on two dramatically different businesses and talk about in what ways a professional photographer can benefit from the strategic thinking of a lawyer? I’ll also share some of my never ending struggles and why I keep doing what I am doing.
Fabio Mirulla
Level Up
This year marks 20 years since I started photographing weddings. In this short talk, I’ll share 5 simple but important lessons I’ve learned along the way — things that helped me grow not just as a photographer, but as a person. Through a playful visual journey, I’ll talk about inspiration, happiness, and why what we do matters more than we sometimes think. I hope to remind you that photography isn’t just what you do — it’s who you are.
Jenny Hammar
Why Not Follow My Curiosity
Wedding photography teaches you how to make magic in chaos. It forces you to think fast, feel deeply, show up no matter what and always deliver. I now know that these same skills allow me to say yes to almost anything.
Block Three, 14:15 – 15:45
Linda Eliasson
Let’s Try It Anyway
How saying “why not” — to moments, people, and places — led me to real stories, deep connections, and my most meaningful work.
Ingrid Tjernström
The Brand Shift That Changed Everything
From struggling to stand out to creating a luxury brand: an honest journey on how building your identity can transform your business, attract high-end clients, and justify higher prices.
Block Four, 16:15 – 17:00
John Dolan
An Invitation to Create
When I walk into a wedding, I know have been given a passport to a friendly world. I meet willing subjects full of emotions. Instead of providing a service, I see myself as a live performer reacting to important moments lovingly. My job is to use the next 10 hours to preserve this momentous day in 2 dimensions. This is not a normal occupation. This is an invitation to create. Why not make it great?
Pic-Time Boat Cruise, 18:00 – 22:00
Strand Rederi, Gamla Stan
Information on how to sign up and join the boat cruise will be released in September.
Pic-Time just raised the bar for our ten-year celebration: they’ve chartered an entire boat to cruise Stockholm’s waterways.
Picture this: gliding past Stockholm’s iconic skyline, drinks flowing from the onboard bar, and a mystery game that Pic-Time has been secretly planning. Four hours of pure Stockholm magic on the water.
This is going to fill up fast. Limited spots, guest list only.
October 29th
Doors Open, 08:30
Bio Skandia
Block Five, 09:30 – 11:00
Rebecca Carpenter
Impulsive is a Superpower
Redefining impulsivity as a powerful asset in business and life. Through personal anecdotes and practical examples, Rebecca shows how embracing spontaneity can lead to innovative decisions, fresh opportunities, and transformative growth. Learn how to harness your impulsive energy to make bold moves and turn your instincts into your greatest strengths.
Nadja Endler
Why Not Vs. Why Me
The everlasting tension between taking leaps and facing serious self-doubt as a creative.
Block Six, 11:45 – 12:30
Lilly Red
I Wasn’t Ready But I Started Anyway
Everything I’ve built started before I felt ready, but there was always something telling me to go. I made plenty of mistakes along the way, yet those mistakes became the first steps toward something new and exciting. Not everything went the way I imagined, and that’s what sparked the next version of me.
Isabelle Hesselberg
Saying Yes To The Unlikely
15 years into this work, and I’m still surprised by what ends up staying with me. It’s rarely the image I planned for more often, it’s the one I nearly missed.
Sandra Åberg
Why Not Create The Light We Dream Of
Why not create the light we dream of when it isn’t there? I’ll share how bold, simple lighting can turn fleeting wedding moments into timeless magic.
Kate Hampson
We Were There
From warehouse raves to war zones – what the 90s can teach us about being present and making work for the right reasons.
Block Seven, 13:30 – 15:00
Oli Sansom
No Why Now What
A lizard never asks why: now that the robots are here, let’s stop finding our why, and re-find our intuition.
Si Moore
Newness 101
The ever moving bell curve of culture nurses at the breast of newness. And newness loves risk. And risk LOVES to say ‘Why Not!?’
Block Eight, 15:30 – 17:00
Brian Morrow
What I Gained In The Fire
My house burned down this year, and the grief led me to a renewed appreciation for my creativity and a sense of purpose. My presentation is written with the hope that others may gain something from my loss.
Wooden Banana Party, 21:00 – 02:00
Brygghuset
The legendary Wooden Banana Party returns to close out Way Up North Stockholm, and this year’s theme is ABBA.
After two days of presentations and workshops, we’re capping off 10 years in style. Expect absolute chaos on the dance floor with music from WUN Family favorites Michael Antonia, Adriana Mižigárová, and Ondrej Rychnavský (and no, it won’t be ABBA all night, but yes, there will be some).
🎟 WUN ticket holders? You’re already on the list. Flash your badge at the door and walk right in. No badge means door staff have to check your ID against the guest list, which slows everything down.
💥 Friends & Family without a WUN ticket? They’ll need a party ticket. Grab one below and make sure they don’t miss out.
Stockholm, let’s do this properly.
Wooden Banana Party Stockholm
€30.00 +VAT
