Annual conference in Varberg
Last weekend we held our annual conference in the coastal town of Varberg, just an hour south of our headquarters in Gothenburg. Our base was the distinctive and welcoming Hotell Gästis, the backdrop for two days of work, conversation and relaxation.
Hotell Gästis is no ordinary hotel. Shaped by its owner, Lasse Diding, it has become something of a local institution — a place where vintage furniture, shelves of books and historical curiosities fill every corner. Lasse himself is well known in Sweden for his unorthodox mix of business success and radical politics. He has created cultural prizes, stirred national debate with his outspoken views, and turned Gästis into a reflection of his own character: quirky, intellectual and never predictable.
At the heart of the hotel is the Leninbadet spa. Hidden underground, it is tiled in deep blue and dotted with busts, globes and candlelight. Modelled after a spa in Leningrad (now St Petersburg), it feels more like an eccentric sanctuary than a hotel pool — a memorable place for us to relax together between sessions.
Friday began with lunch at Gästis before we settled into our afternoon conference. Later, we had the chance to meet Lasse himself.
Lasse Diding is well known in Sweden as much more than a hotelier. Born and raised in Varberg, he first made his fortune in shipping before turning his energy toward culture and hospitality. Outspoken and unconventional, he has long supported cultural projects and prizes that champion independent voices, often sparking lively debate in the process.
Meeting him in person was an experience in itself. Millionaire, communist, raconteur — he gave us an unforgettable hour of stories and sharp observations, ranging from politics to the history of Gästis.
Saturday began with a reflective session to build on the previous day’s discussions, before we set off on a guided tour of Varberg Fortress. Standing proudly on the coast since the Middle Ages, the fortress offered us striking sea views and a glimpse into the town’s history — a refreshing way to close the weekend together.
By the afternoon we were on our way home, carrying both ideas for the future and memories of a weekend that is always one of the highlights of our year.
📷 Hotell Gästis and Leninbadet photos courtesy of © Hotell Gästis