SAS Presents the ‘House of Scandinavia’ Lounge Experience #SXSW


To further foster the creative and professional growth opportunities present at the South by Southwest®  (SXSW®) Conference & Festivals—the premier destination for discovery—Scandinavian Airlines (SAS) hosts an intimate pop-up lounge entitled ‘House of Scandinavia’ during the Interactive & Film Festivals from March 9, 2018 through March 14, 2018. In partnership with American ExpressVisit DenmarkInnovation Norway, and Scandinavia’s leading brands—such as CarlsburgOsosArcusHimkokThe North Alliance (NoA)DobermanDansk Markedsføring, and Swims—the House of Scandinavia is the official meeting point for global travelers, festival/conference-goers, and media alike to recharge, refuel, debrief, and, in the spirit of SXSW, discover.


SAS and AMEX, alongside Scandinavia’s leading brands, present the House of Scandinavia—a series of curated events conveniently located across from the Austin Convention Center. Programming includes private dinners showcasing New Nordic cuisine from Chef Mads Refslund (Co-founder, Noma), among others; daily recaps on innovation highlights from the day’s conference and festivals; industry panels and meetups hosted by the region’s leading brands; and more.

 Launching two, new direct flights between Stockholm (ARN) and Austin (AUS) on March 8, 2018 and March 12, 2018, SAS is the first airline to fly directly from Scandinavia to Austin. To commemorate the inaugural flight and kick off the start of the SXSW Music Festival, Swedish singer-songwriter and Sony Music recording artist, Kim Cesarion, plays the world premiere of his new, highly-anticipated single Call On Me onboard flight SK6953 from Stockholm to Austin on March 12. Bringing unique and exclusive experiences from 0 to 30,000 feet, Cesarion performs at the House of Scandinavia on March 13.

For more information on the House of Scandinavia please visit

WHEN:                    Friday, March 9, 2018 to Wednesday, March 14, 2018; 8 a.m. to midnight

                                Events of note include –

  • Scandinavian Breakfast | Daily, 8-10:30 a.m.
  • Today’s Highlights from SXSW: Presented by The North Alliance (NoA) | Daily, 5-6 p.m.
  • House of Scandinavia Opening Party with a DJ set by STARGATE | Thursday, March 8 at 9 p.m.
  • SXSW/ATX Startup Crawl | Friday, March 9 at 4 p.m.
  • Social Mixer: Presented by the Royal Norwegian Consulate General Tuesday, March 13 at 8 p.m.

WHERE:                  House of Scandinavia

Café Blue Downtown Austin

340 East 2nd Street

Austin, TX 78701

(At the intersection of Trinity Street and East 2nd Street)

MEDIA:             Media are invited to welcome the arrival of the first direct flight from Scandinavia to Austin on March 8, 2018 at 1:30 p.m. for interviews with airline executives and photo opps with SAS pilots, cabin crew members, etc.

SAS executives will be available for interviews at the House of Scandinavia throughout the SXSW Conference & Festivals during the following dates –

  • Rickard Gustafson, CEO | March 8-10, 2018
  • Mattias Forsberg, CIO (IT & Digital Innovation) |March 8-12, 2018
  • Didrik A. Fjeldstad, Vice President Brand Marketing | March 8-14, 2018

DETAILS:           If you’d like to request an interview with an SAS executive or attend a special event at the House of Scandinavia, please RSVP to Anjelica Magee (anjelica@wagstaffworldwide.comby Tuesday, March 6, 2018 to ensure that you are added to the guest list.

Scandinavian Airlines—the leading airline between the U.S. and Sweden, Denmark, and Norway for more than 70 years―carries more than 29 million passengers annually with nearly 800 daily flights to 117 destinations in 36 countries in Scandinavia, Europe, the U.S., and Asia. SAS is a member of Star Alliance™, and together with 27 partner airlines, offers more than 18,450 daily flights to 1,300 destinations around the world in more than 190 countries. The airline’s new, world class cabins include SAS Business Class, Plus, and Go services. To book travel please visit or call 800.221.2350. Follow SAS on FacebookTwitter, and Instagram.