He is a man of many titles, Stefan “Trendstefan” Nilsson. Trend guru, trend hunter, trend expert, lecturer, journalist, gallerist, designer, and blogger are just some of them. With his big smile and distinctive glasses, he has appeared on many stages, in magazines, and on TV sofas over the years. Constantly traveling through trends, always on the hunt for the latest—or rather, what’s just around the corner. And it’s all about what we dream of, he says.
Stefan Nilsson has, in many ways, invented his own profession. He scouts for new phenomena in design, interiors, fashion, food, and lifestyle, and then packages his insights so others can understand, be inspired, and keep dreaming. To look into the future, he mainly uses four tools: statistics, interviews, historical comparisons, and travel. Lots of travel.
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It all started on the radio.
Even before our interview, he warned me that he can talk a lot — which turns out to be true. I catch him during a walk with his beagle, Juli, in central Stockholm just before Christmas. His headphones are at home, but that doesn’t slow the flow of words.
“I’m just about to start formulating my thoughts more clearly about the trends for 2026, so this interview is perfect practice,” he laughs.
Stefan Nilsson has a background in the event and meetings industry and also ran a vintage shop for a period — naturally before it was called vintage and became trendy. But his real trend journey began at a dinner table. Sitting next to him was Kajsa, a producer and host at Sveriges Radio. Their conversation revolved around life — the difficult, the fun, the strange. After dinner, she called and suggested they continue talking. On the radio. Once a week.
“That’s where the conversation about why we think the way we do began. Why do we want to live in the city with children? Why are we drawn to vegetarian food? Why do we choose all-inclusive? So it was on the radio that I learned to talk and reflect at the same time — that became my school.”
Testing around the world
And that conversation has simply continued ever since — but in different forms, on different platforms, and with different people. Always from Stefan’s own perspective.
“I’m always very clear that I’m the sender — that these are my analyses that I share.”
And it’s not just about design, color, and form — trends exist in everything. In the food we eat, the trips we book, or the TV shows we get hooked on.
“I mainly talk about what’s happening in the design world, but I try to keep a broad perspective. Trends are about what we want to do, what we want to have, what we dream about. That dreaming is a central part of my definition of what trends are.”
He spends around 100 days a year traveling in cities like London, Paris, Milan, and New York. He stays at design hotels and eats at design restaurants — and tests different things.
“My job is precisely to test, experience, and analyze. Swedishness also becomes clearer when you see it through international eyes.”
When he’s not out in the world, his base is at Helio Slussen.
“It works really well — above all thanks to the people here, who are social, friendly, and active. That means everything. And dogs are allowed,” he smiles.
Colorful counterreactions
So, what’s happening right now? What’s trending — what are we dreaming about? According to Stefan, for example, it’s not particularly trendy for Europeans to travel to the U.S., while Tokyo is highly appealing. Another strong longing for many going forward is to stop having their noses buried in their phones all the time.
“There is clear frustration over our mobile dependency,” he notes.
There are still no obvious solutions, however — and that’s where status steps in as a driver, he continues.
“The person who manages to put their phone away wins — that person gains the highest status. Maybe it will become like smoking, something people quit once they understand better.”
So many people dream of a life with less screen time, but the direction is still unclear, which is why Stefan is closely following developments in Australia, among other places.
At the same time, Stefan sees a growing need to protest — that protest itself is the new energy. The color red is on its way back, along with more direct language and stronger positions. At the same time, he senses a strong European counterreaction to what is happening in the U.S.
“Pink is also stepping forward as a charged color — not least as a counter-movement after Trump’s statements that men cannot wear pink.”
Meeting face to face becomes important
But meeting in person is the strongest driving force right now, Stefan believes. It is closely linked to our desire to put our phones away and instead meet new people for real.
“Coworking spaces like Helio, which actively create the conditions for meetings, will be winners.”
He also speaks enthusiastically about the app Time Left, which he has of course tested. You create a profile, and the app then books a restaurant dinner together with people you have never met before.
“I tried it once. It turned into dinner at a Chinese restaurant in Gamla Stan with a wonderfully mixed group of people. No one talked about work, and it was absolutely wonderful. I will definitely do this again. And since the app is international, maybe the next dinner will be in Paris. This is something that gives both status and energy.”
Ready for 2026
When Stefan isn’t working, it often means long dog walks in the forest — although, in a way, that’s exactly what he’s doing.
“A two-hour walk gives me plenty of time to think. And thinking, analyzing, and reflecting is actually a central part of my work.”
His free time is also happily spent at the summer house in Roslagen, his and his husband’s sanctuary. There, he puts his fingers in the soil — something that both forces him away from his phone and reminds him of the value of patience. Flowers and plants, as we know, grow slowly.
During our interview, darkness has fallen outside, and Stefan Nilsson and Juli begin heading home again. Once there, he will continue testing new things, analyzing, reflecting, checking statistics, conducting interviews and historical comparisons — and, not least, planning new trips. 2026, bring it on!
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Behind every Helio member is a story. Someone building, scaling, testing something new — or changing direction entirely. Helio Faces is our series about the people who fill our spaces with ideas, energy, and entrepreneurship. It’s not just about what they do, but why — about the paths that brought them here and where they are heading next.
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