๐๐ช, ๐ฅ๐ฐ ๐บ๐ฐ๐ถ ๐ธ๐ข๐ฏ๐ต ๐ต๐ฐ ๐ต๐ณ๐ข๐ฅ๐ฆ ๐ฃ๐ณ๐ข๐ค๐ฆ๐ญ๐ฆ๐ต๐ด?
A teenage Swedish girl approached my 11-year-old on the street in Stockholm. I edged away so as not to ruin the bonding moment or otherwise embarrass my daughter.
We were two days and one bracelet exchange into our Sweden adventure.
Though it was our first bracelet moment, it wasnโt our first Taylor Swift moment. At the airport and on the flight to Stockholm, my youngest daughter pointed out each person she saw wearing a TS t-shirt or sweatshirt. Friendship bracelets peeked out from under sleeves, even on those not otherwise declaring their fandom on their clothing.
By the time we arrived at customs, it was clear that most people in line with us were there for Taylor. โWhat is the nature of your visit?โ the customs official would ask. โTaylor Swift!โ was the answer over and over again.
We werenโt in Sweden ๐ค๐ฃ๐ก๐ฎ for Taylor (weโd always wanted to visit), but we were in Sweden at that exact moment ๐๐๐๐๐ช๐จ๐ ๐ค๐ Taylor.
A few observations:
1. Itโs amazing how easily a small city like Stockholm absorbed an estimated 120,000 visitors over a weekend. Other than arriving at and leaving Friends Arena, the city never felt crowded or hectic. It seemed that nearly every hotel and Airbnb was booked, yet the city remained calm and clean (at least to this former New Yorker).
2. Even though weโre โcasualโ Swifties, we definitely felt like we were part of something special while there - there was a palpable undercurrent of Swiftie excitement in the air, even while we were doing the typical sightseeing things. The city of Stockholm capitalized on the moment, temporarily rebranding as โSwiftholm.โ Stockholm residents were patient with and welcoming of (in their reserved way) the thousands of tourists who descended upon their city for anywhere from a weekend to a week. Restaurants and hotels played Taylor Swift music in the background, and there were a number of events and even menus created around the theme.
3. It was surprisingly heartwarming to witness (and take part in) friendship bracelet exchanges, on the street and at the show. Say what you will about the Swift brand, but Taylor and Taylor Nation have created a sense of community and connection that engenders a level of loyalty most brands could only dream of replicating.
Just before we flew out of Sweden, we told the Very Serious man in passport control what we'd been up to. He proudly showed us a friendship bracelet someone had given him.
Another moment, another connection.