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The Essential List: Ann Ystén

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The CEO of Stockholm shop Perfect Fools loves to escape the Swedish weather for some sunshine and always carries around her ‘Swiss army knife’
The Essential List: Ann Ystén
In her three years as CEO of Perfect Fools, Ann Ýsten has transformed the Stockholm shop from a digital-led studio into a full service agency. Prior to leading her pack of Perfect Fools, Ann spent time on the client side at Absolut Vodka, Sweden’s biggest food and drink export - an experience that’s no doubt proved decisive in her most recent venture. 

But what keeps her ticking outside of the office? Her Essential List would suggest that any opportunity to escape the Swedish weather is always welcome!

Check it out in full below.  


o Place of birth: Stockholm
o Hometown: Stockholm
o Staycation: Ett Hem. A must hotel for the picky ones
o Vacation: Miami. I have a sister and a brother in Florida so I go every chance I get. Especially during the winter when the Swedish weather is depressing. Always staying at Soho Beach House - my home away from home 
o Place of work: Perfect Fools 
o Place of workout: Nope. Working out is not my thing
o Mode of transport: With a bad conscious but with great joy I drive my BMW 435 coupé in black but I dream about a Ferrari

“In my dream car”

o Bonus Travel Essential: Nicotine pads 


o Artist: Liv Strömquist. Provocation with a cause 
o Musician: Juliander. Probably the next Swede to make it on the global scene 
o Commercials / music video director: Jens Sjögren. Funny genius
o Film director: Anna Odell. ‘The Reunion’ still makes me think
o Photographer:  Anna Clarén 
o Film: Sami Blood (Sameblod) - not only because I am part Sami

o Series: Bron/The Bridge and Chef’s Table
o Commercial: Europride 2018 - ‘Voice of Change’ by Åkestam Holst 

o Music Video: Does anyone still watch those?
o Video Game: Ratchet and Clank 
o Board Game: Kings Domino and Carcassonne. We have board game Wednesdays every week in the office. One of our creatives and a producer actually just developed their own board game financed by Kickstarter

o Book: Still The New York Trilogy by Paul Auster. Or anything by Paul Auster. And A Tender Bar by J.R. Moehringer 
o Graphic Novel: Tin-Tin (Yes I was born in the ‘60s)
o Podcast: Punani_99 I P3 (Yes, I am trying to get over that I was born in the ‘60s)
o Newspaper (off or online): Aftonbladet
o Magazine: Only at the hairdresser

Food and Drink

o Breakfast: Hmm. Seldom
o Restaurant: Asian as often as possible. In Stockholm: Shibumi, in Miami: KYU
o Cheap bite: Big Mac
o Working lunch: Sushi
o Dish: Fish Tacos

o Snack: Marcona almonds
o Guilty Pleasure: Cigarettes, cigarettes and an occasional cigar
o Bar: In the world: Club floor at Soho Beach House. In Stockholm: Pharmarium in Old Town 
o Booze: Dry Martini on Plymouth with a twist
o Not Booze: Coke Zero


o Phone: iPhone
o Computer: MacBook Pro
o TV: Samsung
o Headphones: Bose
o Camera: My phone
o Soundsystem: Sonos
o Pen / pencil: neither. My phone is my Swiss army knife
o Where you document an idea: My phone
o Casual Clothing:  Åhléns City
o Smart Clothing: Filippa K

o Footwear: Heels
o Watch: My phone
o App: Spotify
o Website: Houzz. Just redecorated the office and got hooked
o Work program: Google Slides
o Digital work tool:  Google Slides
o Analogue work tool: Handbag
o Morning grooming / makeup essential: Mascara Diorshow Pump ‘N’ Volume

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Perfect Fools, Thu, 19 Apr 2018 15:31:23 GMT