Behind the Scenes of ‘Unplug and Unwind’

In August, we headed to the Lofoten Islands in Norway to shoot our new collection, Unplug and Unwind. This area of the country is full of adventure as it is fairly remote, so we even got to fly in a tiny propellor plane!

This part of the world is absolutely stunning and we were spoilt with an incredible view from our accommodation. With such beauty on our doorstep, one of our shoot locations was just a short walk down the road. We were surrounded by mountains and beautiful cabins. Luckily for us, the weather was great – but it is possible to experience all four seasons in one day! 

We were fully invested in experiencing the Nordic way of life and on one particular day we sailed around the archipelago of Lofoten in a charming pre-war fishing boat. That evening we enjoyed fresh fish which our guide caught for us earlier that day and wild blueberries and redcurrants which we foraged ourselves. 

The whole team embraced the campaign theme of Unplug and Unwind while we were there. When in Norway it is easy to stop scrolling on your phone or turning on the TV, as all you want to do is get out and enjoy the fresh air, be that hiking or swimming, or simply enjoying the epic landscape. A few of our team were brave enough to dip in the very chilly sea – despite the jellyfish! 

Some of our trip highlights included meeting a very talented potter, photographer and artist Cecilie Haaland who let us shoot in her shop Engelskmannsbrygga, we also paid a visit to the famous football stadium in Henningsvær and spent time in a really interesting old Cod Liver Oil factory which has been transformed into a meeting space. 

Most of all, we loved Norway for its sustainability. In fact, it has been awarded the title of ‘The Most Sustainable Country in the World’ as a result of its leadership in governance, innovation, human capital and environmental indicators, according to RobecoSAM. The government are aiming to achieve climate neutrality by 2030 and much like us here at Weird Fish, are making strides in achieving their environmental goals.