Nordic culture is more than symbols, ornaments and traditions.
It is a living heritage that continues to shape the way we build, communicate, create, work and live together.
Sólfar (The Sun Voyager) is a modern work of art in Reykjavík harbor with clear roots in traditional Nordic ships and graphic art.
Our mission is to work with companies, organizations and individuals to express this heritage – through modern design, education, cultural guidance and experiences.
Whether you are developing a visual identity, seeking a stronger organizational culture or exploring the values that have shaped the Nordic people for over 1000 years, we provide knowledge and tools to bring a distinct Nordic perspective into the modern world:
Traffic lights in Aarhus
Viking-age Nordic society stood out from the rest of the world with gender equality, egalitarianism, popular sovereignty, self-reliance and a social safety net.
The same can be said of today’s Nordic countries.
But for about 500 years – from the 14th century to the 19th century – these values were ignored by the church and nobility, with inspiration and pressure from the rest of Europe.
Now the Nordic countries are once again the envy of the world, but the concepts are not new. They were revived in a new and modern way, while the rationale is the same as it was 1,000 years ago: everyone is important, worth listening to and worth caring for (read also the page about Felag).
After all, we are still Vikings.
Hof Ásatrúarfélagsins is Iceland’s first large Hov (temple) for the Nordic gods since the Viking Age.
Nordic ethics is not about saying it nicely, but clearly. Direct and clear communication prevents and solves most challenges – and requires a certain robustness to honest messages.
Honesty, sincerity, timeliness, composure and courage are central virtues.
In business contexts, getting to the point is valued rather than starting with small talk, charm or flattery. Small talk naturally comes after the business is over.
A promise should only be made when it can be kept – and once it has been made, it is expected to be kept, even when it becomes more expensive or more difficult than expected.
Emotions and faith can have their place when they do not displace rationality or are imposed on others. Missionary work can therefore be experienced as one of the most un-Nordic things there is.
Courage is highly valued – including the courage to openly acknowledge one’s fears. Therefore, Nordic upbringing is traditionally associated with independence, responsibility and problem-solving from an early age; Children cycle to school alone from the first grade.
Interest in the historical Viking Age has never been greater. Museums and exhibitions are popping up everywhere, Viking plays and role-playing games, TV series and computer games, and webshops with Viking jewelry…
Frederikssund Viking Open Air theatre: vikingespil.dk
Netflix Vikings: netflix.com/dk/title/70301870
Odins Klinge (viking jewelery): odinsklinge.dk
Sail on a Viking ship in Roskilde Fjord:
modernevikinger.dk/oplevelser
Ride with a Viking: modernevikinger.dk/oplevelser
To understand the present, you need to know the past. The Nordic countries have a short but fascinating history, which nicely explains the society we live in now.
The fact that the Nordic countries always top the lists of least corrupt countries, happiest countries, and so on, has roots back to the Viking Age, and is primarily due to open-minded rational thinking and mutual trust.
Storyteller and author Hasse “Hassan” Sørensen has written a number of books that easily provide a detailed and thorough introduction to the history and traditions of the Nordic countries.
Hasse can also be booked for café lectures and talks by contacting him on 31 50 20 15.
Almost a millennia after the Viking Age, the Vikings are everywhere.
In our museums and movies. In music, tattoos, fashion and design. In tourism, politics and popular culture. But perhaps even more present in something less visible: the way we think, work, communicate, trust each other, and navigate the duality of fierce independence and a strong community.
Modern Vikings explores the fascinating space between history and identity, and what “Viking” means today.
This is not a book about going back. It’s about looking forward. It’s about the heritage we reinterpret and build upon.
After all, we are still Vikings.
ISBN: 978-91-990143-8-8
Paperback in English, E-book in English, Danish, Norwegian, Swedish and Icelandic.
COMING SOON
You’ve seen the movies, now read the book!
We’re peeling back the layers to reveal the real Vikings.
Expect a thrilling mix of new underground archaeology and historical facts that are anything but boring.
And because you’re here for the good stuff, we’re also diving headfirst into the mythical sagas and epic tales that truly defines the Norse world.
Prepare for a longboat trip that’s equally enlightening and entertaining.
ISBN: 978-91-990142-4-1
If you only want to read about the Norse Mythology:
Ásatrú, also known as Norse Paganism, Norse Mythology or Forn Siðr, is not like other faiths.
Most faiths and religions are aimed at the afterlife – often at the expense of this tangible present life.
Most faiths and religions teach about scrutiny and judgement.
Most faiths will discriminate between good and evil, leaving no gabs for real life.
Ásatrú is different; a celebration of life and love; the might of nature and all the emotional encounters life will throw at you.
This book is not written to convert you to this faith, but to place you in front of a buffet, where there might be a tempting snack you can sneak out, without buying the whole seating.
That’s how it works, because Ásatrú is not a religion but a tradition; not a philosophical framework but thousands of years of real life experience; not a commitment but a toast dedicated to Skaði, one happy evening down the pub.
232 pages
12 x 19 cm
Paperback: DKK 149
Ebook: DKK 65
ISBN: 978-91-990142-5-8 / 978-91-990142-6-5
Rockstar Stories from a thousand years ago
I’m not here to tell you the truth. I’m here to tell you some bloody good stories. Most of the people and events I share in this book lived about a thousand years ago. None of them wrote a diary, and not even the people around them wrote about them. The only written accounts we have are from their enemies, and Danish or Icelandic saga-writers several hundreds years later. We have a few archaeological finds to back some of them, but only their presence, not any details of events. So I’ll do what saga writers have always done: Retell the story to the best of my ability, and for your entertainment.
144 pages
12 x 19 cm
Paperback: DKK 149
Ebook: DKK 65
ISBN: 978-87-977640-0-8
COMING SOON
Everyone needs a Viking experience from time to time.
That’s why we offer different experiences – something for everyone.
Norwegian Viking Queen Evie Louise Madsen and Vikingologist Hasse “Hassan” Sørensen are holding the seminar “Viking Soul” together to clarify how pan-European concepts such as “feminine and masculine values” have crippled and obscured the perception of equality that is natural in the Nordic world.
Women can do what men can, and vice versa, but that does not mean that we should be clones of each other. Many men in particular have gotten lost in this complex and are looking for a guide in the gender jungle.
We do not aim for equality but for equal worth – and mutual respect.
Date and place will follow soon. If you want more information, you can call Hasse on +45 31 50 20 15.
The word “Viking” itself has changed meaning over the years, from “From-the-Bay” (Vik or Vig means bay), to pirate or expedition, and to Nordic culture; everything from souvenir shops to bus companies and fitness centers.
Viking is not linked to a specific ethnicity, as immigration and emigration have always been a large part of Nordic culture, but to the landscape of the Nordic region and certain character traits such as mutual respect, hospitality, independence, integrity and self-sufficiency (read also about Felag).
Viking is also not linked to a specific religion, as the historical Viking Age was actually a slow transition from Asatru to Christianity, and most modern Vikings are atheists.
Relatively reserved, respects other people’s privacy, hospitable, self-reliant, confident, hard to shock, and at the same time completely cold to “cultural sensitivities”.
Public breastfeeding, public nudity, public drinking, etc. are what we call “an ordinary Tuesday”.
If others have a problem with religious caricatures, they have a problem. We don’t. Should they burn the Danish flag in protest, we don’t care.
Often described as the “Law of Jante”, a humble attitude is ingrained in the Nordic people, and even a billionaire would rather die than drive a Ferrari or wear big gold jewelry. The general perception is that if you brag, you are covering up some doubts about yourself; if you claim to be wealthy, we assume you are in financial trouble, and if you claim to be tough, we will perceive you as fragile and anxious.
We cannot be intimidated, and we are very difficult to impress.
Trust is given by default, respect is earned.
We leave sleeping babies in a stroller outside the restaurant, and our phones are on the table when we go to the bathroom.
We trust our neighbors and strangers, we trust the government, educational institutions, and public health care. More than 90% of the time, our trust is rewarded.
We hesitate to make promises, but when we do, we deliver or die trying.
Time is important, money is not. Being fifteen minutes late is more insulting than setting money on fire.
Everyone has equal value. From the Bronze Age village to the modern IT company, this is a timeless fact: the CEO of the company and the guy sweeping the floor will show mutual respect, and no decisions will be made until all opinions and ideas have been taken into account (read also about Felag).
Gender equality is so obvious that we barely talk about it.
Having a temper is acceptable if you are developmentally disabled – otherwise not.
Like everyone else: Jeans, shirt and smartphone in hand.
The Nordics are not a big Iron Age festival.
Pork, fish, chicken, rye, wheat, potatoes, milk and eggs are the main ingredients in our diet. In Iceland we replace pork with lamb.
Bread with a spread of meat/fish and two or three toppings for one meal, and the next meal will be a large piece of meat/fish served with potatoes/rice/pasta, some vegetables on the side and a thick sauce of some kind.
We drink water, milk, beer and wine, and occasionally a cocktail. And we drink much more coffee than anywhere else in the world, despite the fact that we do not produce the black gold ourselves.
Traditionally we eat three meals a day: breakfast, lunch and dinner. Snacks are a novelty in the Nordic countries.
For treats we prefer licorice and chocolate, and occasionally pastry or chocolate cake with berries and whipped cream.
The longer you observe us, the more you will notice minor local variations.
Direct, honest and without mincing words. Having your say is more important than peace of mind. Being clear is more important than politeness.
A business conversation does not start with pleasantries and questions to the family, as this is considered bad taste and cheap tricks, but it is usually concluded like this when the business is done, as this shows genuine interest.
Tid! At have tid til familien, fritidsinteresser, ægte engagement, personlige forbindelser.
Penge og statussymboler er af sekundær betydning.
The culture of the Nordic countries is clearly more individualistic than collectivist. That said, it is important to understand that the family is the closest circle around a person, and that friendships that begin in kindergarten often last a lifetime. Friendships and family ties can last despite differences in faith, political differences and moral disagreements.
What is perceived as said in confidence remains a secret that we take with us to the grave.
A promise made is kept, or we die trying.
Honesty, confidentiality and integrity are considered the greatest virtues.
Primarily self-irony and discreet sarcasm.
It is important to understand that Nordics do not reveal sarcasm and irony. This is used, among other things, to measure your intelligence: Can you figure out for yourself when something is serious or ironic?
Secondly, because it’s not fun if we say it’s fun – it’s just lame.
There are no taboos.
Depending on the company, all topics can be discussed, including sex, religion, politics, crimes, illness, and more.
No authority is above scrutiny and questioning.
If you cannot stand being met with skepticism, you must remain silent – regardless of your position and status.
Not particularly. We talk to strangers if there is a specific reason to, otherwise not.
With the obvious exceptions of minorities, the “Viking religion” is actually none at all – de facto atheism.
From about the year 700 to 1300, the Nordic countries slowly transitioned from Ásatrú (Norse mythology) to Christianity, and today about 65% of the Nordic people are officially members of the national Lutheran congregations, although primarily for traditional reasons and to contribute the (very low) church tax for building maintenance. When asked if they believe in God, less than 10% answer yes, and for the biblical creation myth the answer is about 0%.
At the same time, a small Ásatrú community is slowly growing in all the Nordic countries, but the numbers are far from impressive.
But when we talk about folklore, there is a continuing attention to the Norse gods, and especially to the Huldufolket, elves and trolls; we still celebrate Jul/Jól instead of Christmas, and many annual holidays have clear Ásatrú elements (although some of them have Christian names, like the summer solstice which is called St. Hans in Denmark, but is celebrated in a pagan way).
In short: A lot of attention directed at something we don’t really believe in.
Before talking about religion and faith in the Nordic countries, it is important to develop a sense of humor and hang up your sensitivity. Northerners will bully any form of faith without restraint, especially Christianity and Islam.
Even for the strongest believer, the old Norse mindset prevails: Only actions count – thoughts and feelings are duty-free.
For most people: Not much. It could be using the Norse gods as metaphors when it suits, decorating with elves for Jul (Christmas), a troll figurine on the windowsill, and the ubiquitous Mjölnir or Yggdrasil necklaces.
Being indoctrinated with the stories as children probably shapes our perceptions of certain things a bit: what is funny and what is embarrassing, and when it is time to admit a mistake…
Most of all, it probably means that we learn that for gods and humans the same rules apply: problems are solved by action, not by praying or wishing.
The Viking Age began in 1873.
Confused?
You shouldn’t be. Just as the ancient Greeks didn’t know they lived in ancient Greece, the Vikings didn’t know they were Vikings or that they lived in the Viking Age.
But when Jens Jacob Asmussen Worsaae published the book “The Culture of the Danes in the Viking Age”, everyone in the Nordic countries got stars in their eyes and started calling everything something Viking.
At about the same time, set and costume designer Carl Emil Doepler had the fantastic idea to give the Vikings horns in their helmets, for the Bayreuth Festival production of Richard Wagner’s opera “Der Ring des Niebelungen”.
Now it is up to far too many disparate historians and archaeologists to define when the Viking Age began and ended, and the bids range from between 300 and 793 AD, to between 1066 and 1350 AD.
In reality, we are living more in the “Viking Age” now than ever before.
There is certainly a dark side to the historical Viking Age: pillaging, slavery, wars and other shenanigans.
There is a whole page where you can read about it here: The Dark Side.