Jakob Fagerström

Jakob Fagerström has been creative director at Parks & Resorts Scandinavia since August 2022. Since joining, he has successfully renovated and revitalised the appeal of the parks in Sweden's biggest theme park group.

Parks and Resorts owns and operates some of Sweden's most popular theme parks: Gröna Lund, Kolmården (the largest zoo in Scandinavia) including the hotel Vildmarkshotellet, Skara Sommarland (water and amusement park), and Furuvik (wildlife and amusement park).

With over 10 years of experience as an art director in advertising, retail, and leisure sectors, he has collaborated with some of the world's leading brands across fashion, theme parks, cinema, and consumer goods.

Talking to blooloop in 2025 about Gröna Lund, he said that, for a park with such a storied history, preserving its heritage while also continuing to evolve for future generations to enjoy is both a challenge and an opportunity.

“You could start a park today, but you couldn’t buy a 142-year history. Our history is truly our biggest asset. It’s something we’re incredibly proud of, and something we need to cherish.

"We have a legacy, and we have a responsibility, not only to our owners but also to the city, to preserve the historical park that we are. But at the same time, when it comes to creating guest experiences, we always try to look at what’s happening now, what’s happening tomorrow, and what kinds of experiences guests will love over time, while also pushing boundaries.”