Jessica W. Sandberg is a PR strategist, lecturer and DJ. Jessica is responsible for some of the world’s most attention-garnering PR campaigns, including #GoWest, which called out Putin’s views on LGBTQ individuals and violations against human rights; “Bögbyrån”, or “Homo Bureau”, when the major Swedish newsagent Pressbyrån changed names to LGBTQ abbreviations during Stockholm Pride, and How Hetero, which got the world to test how heteronormative their social media channels are. In addition to working with PR, Jessica is a frequently consulted debater and lecturer on CSR, children’s rights issues and communications.
Who inspires you?
Many strong and prominent women have a spot on the list. Two examples are Anna Ryott, CEO of Swedfund, and Tilde de Paula, by far the most capable, pleasant and empathetic television host in Sweden.
If you could spend an entire day in Stockholm with anyone in the world, who would you choose and what would you do?
I would love to spend a day with Michael Moore. We would start the day with a fantastic breakfast at Grand Hotêl. Of course, he would be here during Stockholm Pride and on parade day, he would get to ride on Stadsteatern’s awesome float, on which I’m a DJ. He would get to see a Stockholm that he wouldn’t ever be able to experience otherwise. We would finish the night at “Ett Hem” with hot drinks in front of the fire, talking about the US, Sweden, and the world we live in. During a luxurious brunch the next day, we would decide to come up with a project to work on together.
What is your favorite neighborhood?
Södermalm, especially the area called Knivsöder in Stockholm, with Mariatorget (whatever you do, don’t miss the amazing view of Stockholm’s waters from Mariaberget) and Hornstull as the absolute best places.
What is the best area to take a walk?
Årstaviken is hard to beat, with the beautiful water, the people, the reggae café in the midst of it all, and so many places to pause, enjoy the setting and catch a moment of sun.
Nothing beats Fotografiska in my opinion. Amazing exhibits and something for most artistic tastes.
Best spot for coffee and something sweet?
Gamla Enskede Bageri. You won’t find better cinnamon buns and chocolate balls than there. It’s incredibly worth the 20-minute subway trip. And while you’re there, take the chance to walk around and soak up the beautiful surroundings and lovely houses.
Best lunch spot?
Restaurang Riche on Östermalm. You’re paying for the setting. But the prices are kind of soaring. Delikatessen Bistro Bar on Krukmakargatan is more affordable. It’s a small, intimate place with a friendly staff and fabulous food.
What restaurant do you take your partner to?
For a great and slightly sticky experience, everyone should visit Fondueboden on Vandadisvägen. If you’re not a fondue fan, I recommend Lebanese at Tabbouli – BUT, make sure you go to the one in Mariatorget. Its sister locations don’t deliver as desired.
What is a good host/hostess gift?
I want to stand up for daring to go past the normative and alcohol-enriched bottles of wine. Obviously, it’s always best if you know the host or hostess and can customize your gift, but otherwise I think a particularly nice box of chocolates or a book are nice gifts. Personally, I’m happy with a Coca-Cola Light.
What’s the best bar in Stockholm?
Barbro in Hornstull, Urban Deli on Nytorget and Gondolen (Stockholm’s best non-alcoholic drinks) by Slussen.
What’s your favorite store in Stockholm?
All the small shops with vintage and antique things. This category also has the trendier – and thus overpriced but still wonderful – Brandstationen, Grandpa and Dusty Deco.
Best Swedish artist?
One little gem I recommend to everyone is synth-pop group SAFT, who were active in the 90s; also, Miriam Bryant is an incredible girl who should be on everyone’s playlist.
Last but not least, what are you proud of as a Stockholmer? Or when are you proud to be a Stockholmer?
Our beautiful nature and the archipelago is something we should all be proud of and fight to preserve. We should all take responsibility by being conscious of how environmental destruction and the weakened ozone layer pose a risk of completely robbing us of it in the future – on both a large and small scale; that is, not just in connection to Stockholm and Sweden.