Haglöfs Unvisited Sweden explores less-visited places
Unvisited Sweden brings together 24 destinations. A look at the data behind the campaign and how to use its map as inspiration.
A map can be the beginning of an outing. With Unvisited Sweden, Haglöfs wants to draw attention to less-visited parts of the country.
On the project website, the company describes 24 destinations selected using sources including aggregated mobile data from Telia and satellite imagery. This is Haglöfs’ analysis of digital traces, not proof that the places have no human history. The map forms part of the company’s campaign and should be read with that context in mind.
Treat the map as inspiration
For your own trip, the next step is to move from a campaign overview to practical planning. Where can the walk begin? What is the terrain like? Are there established trails nearby and a return route that suits your group’s experience?
Do not choose somewhere only because it looks empty on a map. Find current visitor information and local rules, consider wildlife and reindeer herding, and leave margins for weather and distance. Work out how you will navigate and adapt your plans without depending on mobile reception.
The reward need not be reaching an exact coordinate. A different entrance to a familiar forest or a quieter stretch of an established trail can offer the same room for curiosity. Let the conditions shape the outing, rather than an ambition to tick off destinations.
