Written by
Louise Bøgeskov Hou
Editorial #06: The ClimateClock
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The ClimateClock — Union Square, Manhattan, New York

The ClimateClock is an open-source project assembled by a team of artists, makers, scientists, and activists based in New York.

The project has recently gotten a lot of attention as the group has reprogrammed the Metronome in Union Square to adopt a new environmental mission.

Now, instead of measuring the usual 24-hour cycles, it's measuring what two artists, Gan Golan and Andrew Boyd, present as the critical window for action to prevent the effects of global warming from becoming irreversible.

On Saturday at 3:20 p.m., messages including "The Earth has a deadline" appeared on the display. Then the numbers — 7:103:15:40:07 — showed up, representing the years, days, hours, minutes, and seconds until that deadline.

The idea is to publicly illustrate the urgency of combating climate change and encourage Governments worldwide to take a stand and act against global warming, reduce greenhouse gas emission, and human-caused global heating.

At the launch Boyd said:

"The clock is telling us we must reduce our emissions as much as we can as fast as we can. The technology is there. We can do this—and in the process, create a healthier, more just world for all of us. Our planet has a deadline. But we can turn it into a lifeline." 

The clock indicates that we only have limited time to undertake bold transformation of our energy system and economy in hopes of keeping global temperature rise under 1.5°C. 

Right before the countdown began, Golan made the following statement:

"This is our way to shout that number from the rooftops!"

"Metronome" is a large public art installation by Andrew Ginzel and Kristin Jones, covering a 10-story-residential high rise located along the south end of Union Square in New York City. The work also includes concentric circles rendered in gold-flecked brick that ripple outward from a round opening. When it was unveiled in 1999, clouds of steam and musical tones were issued from the facade. Over the years, the sound and steam have ceased. However, the numbers kept moving. 

Allegedly, the original artists had already been thinking about reimagining the work to address the deepening climate crisis when they got a letter from the Boyd & Golan in February. Call it magic or beautiful synchronicity.

When asked about why they put the number on public display, Boyd has said: 

"This is arguably the most important number in the world ... A monument is often how society shows what's important, what it elevates, what is at center stage ... We hope this initiative will encourage everybody to join us in fighting for the future of our planet." 

The ClimateClock will be displayed on the 14th Street building, One Union Square South, through Sept. 27, the end of NYC Climate Week. However, the aim is to arrange for the clock to be permanently displayed, there or elsewhere.

On it's stated that the clock is meant to draw the world’s attention to the urgency for action—if we are to survive, we need a constant, public reminder of our deadline—everywhere! The team encourage everyone to join the movement and help them put a ClimateClock in every major city in the world.


This is the only way to ensure our world will suffer less negative impacts on the intensity and frequency of extreme events, resources, ecosystems, biodiversity, food security, cities, tourism, carbon removal, and global economy. IPCC Special Report on Global Warming clearly states that adaptation to change will be less difficult.

Future climate-related risks will be reduced by the upscaling and acceleration of far-reaching, multilevel and cross-sectoral climate mitigation and by both incremental and transformational adaptation.

To put it simply, maintaining the global temperature increase below 1.5°C  is in all our interest as it increases our chances of survival on this beautiful planet of ours—everything we do matters!

This project has inspired me personally, and I want to support the message. Therefore, going forward, you'll be able to see a ClimateClock whenever you enter LULU—LAND to continuously remind all of us to do better. Even the tiniest steps and small changes in our everyday lives count when it comes to creating a better future for everyone. Let's all take part in reaching this goal!







The ClimateClock shows two numbers. The first, in red, is a timer, counting down how long it will take, at current rates of emissions, to burn through our “carbon budget” — the amount of CO2 that can still be released into the atmosphere while limiting global warming to 1.5°C above pre-industrial levels. This is our deadline, the time we have left to take decisive action to keep warming under the 1.5°C threshold. The second number, in green, is tracking the growing % of the world’s energy currently supplied from renewable sources. This is our lifeline. Simply put, we need to get our lifeline to 100% before our deadline reaches 0.

This clock follows the methodology of the carbon clock made by the Mercator Research Institute on Global Commons and Climate Change (MCC) which uses data from the recent IPCC Special Report on Global Warming of 1.5°C. The report states that starting from 2018, a carbon dioxide budget of 420 Gt of CO2 gives us a 67% chance to stay under 1.5°C of warming.

“The concept of the carbon budget is based on a nearly linear relationship between the cumulative emissions and the temperature rise. Nevertheless, this does not mean that the earth would necessarily be 1.5°C warmer at the very point in time when the remaining carbon budget for staying below the 1.5°C threshold was used up. This is due to, among others, the fact that there is a time lag between the concentration of emissions in the atmosphere and the impact thereof on the temperature”.¹

MCC also notes that their calculations assume “that the annual emissions of years to come will be close to those of the year 2017, while latest numbers show that emissions are still on the rise.” If this trend continues, the time we have to act will be reduced. Furthermore, it is unlikely that earth’s climate warms at a linear rate. For example, potential climatic tipping points have been identified in Earth’s physical climate system that would cause large and possibly irreversible transitions in the state of the climate.² These uncertainties are why the IPCC report states there is a 67% chance that the carbon budget will limit warming to 1.5°C.

The IPCC Special Report on Global Warming is largely based on a research paper called “Global Carbon Budget 2018” published in 2018 by Corinne Le Quéré et al.³ This paper estimates the carbon budget in the units of GtC.⁴


1. Mercator Research Institute on Global Commons and Climate Change. “That’s How Fast the Carbon Clock Is Ticking.” MCC Carbon Clock. (accessed September 22, 2019).

2. Lenton, Timothy M., Hermann Held, Elmar Kriegler, Jim W. Hall, Wolfgang Lucht, Stefan Rahmstorf, and Hans Joachim Schellnhuber. "Tipping elements in the Earth's climate system." Proceedings of the national Academy of Sciences 105, no. 6 (2008): 1786-1793.

3. Le Quéré, Corinne, Robbie M. Andrew, Pierre Friedlingstein, Stephen Sitch, Judith Hauck, Julia Pongratz, Penelope A. Pickers et al. "Global carbon budget 2018." Earth System Science Data (Online) 10, no. 4 (2018).

4. IPCC, 2018: Global warming of 1.5°C. An IPCC Special Report on the impacts of global warming of 1.5°C above pre-industrial levels and related global greenhouse gas emission pathways, in the context of strengthening the global response to the threat of climate change, sustainable development, and efforts to eradicate poverty [V. Masson-Delmotte, P. Zhai, H. O. Pörtner, D. Roberts, J. Skea, P.R. Shukla, A. Pirani, W. Moufouma-Okia, C. Péan, R. Pidcock, S. Connors, J. B. R. Matthews, Y. Chen, X. Zhou, M. I. Gomis, E. Lonnoy, T. Maycock, M. Tignor, T. Waterfield (eds.)]. In Press.

Written by
the LULU—LAND Team
Puori = Pure Origin
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At LULU—LAND, we have a soft spot for great entrepreneurial stories and love to share them.
Honestly, when we first got to know about Puori, we were a bit skeptical; were these products really any different than all the other supplements out there? However, when we looked into how they are made and tried the products ourselves, our skepticism was put to shame.
Today, we wouldn't recommend any other dietary supplements. We admire Puori's strong commitment to environmental sustainability and how they have managed to use their ambitious standards for product quality and safety as a competitive advantage.

Puori was founded in 2009 by the two Danish entrepreneurs, Oliver Amdrup and Julius Heslet, who had a strong desire to supplement their own active lifestyles. The problem; finding products that they could actually trust to be safe and of high quality.

The mission was clear from the beginning: to be the best at offering pure, clean, and superior products that make a difference to people's health and wellbeing.

The first product they launched was a high-quality, potent omega-3 fish oil - a gap in the market which no existing product was able to fill. Since then, the product portfolio has grown to address the main nutritional deficiencies in the developed world in the most uncompromising way possible.

The ambitious adventure has grown into a global company with many dedicated employees, partners, and loyal customers. The two young men attribute their success to the fact that there has always been a great deal of boldness and innovation in Puori. Put in their own words:

"Without the boldness and our innovative mindset, we would never have set out on this amazing journey. It now means that we cultivate a culture within the company to foster open innovation and change. Those who dare to think aloud and differently are rewarded."

Another factor for their success is transparency and third-party testing. Initially, Puori used IFOS testing of their fish oil supplement, which expanded into full transparency testing across the entire product portfolio that guarantees the safety and quality of all their products. Every single batch is tested!

Puori's initial surge in growth has been through the success of CrossFit® - the exercise methodology that spread throughout the 2000s and since evolved into a profound competitive sport.

The CrossFit culture is still an essential part of Puori's heritage. However, everyone has their own unique exercise strategies, and they try to address the needs of all physically active individuals. They consider health an ever-evolving journey centered around making quality decisions within the four cornerstones of a good life: a healthy diet, physical activity, recovery, and balance.

Puori don't sell quick fixes; they help people understand their origin and show them how to achieve their natural potential. They strongly believe in a preventative lifestyle and a holistic approach to health. When the modern diet falls short of providing the nutrients we need, Puori provide the purest natural supplements for a healthier future.

We are fortunate to be able to offer Puori supplements in our shop and got the chance to ask one of the founders, Oliver Amdrup, a couple of questions:


OA: I was an entrepreneur in the health and wellness space. I went from being a personal trainer to the owner of a CrossFit gym to create a corporate training app and work as Regional Director for CrossFit HQ in Europe.


OA: Julius and I both had trouble finding the perfect fish oil = free from environmental toxins based on lab reports, caught sustainable, high amount of Omega-3, and always fresh. After researching for a long time, without finding exactly what we wanted, we decided to embark on a journey ourselves.


OA: I think when you ask most entrepreneurs, they will tell you that it is a journey of challenges, not a single event. It all boils down to your passion for the vision and values, as well as your dedication to never surrender.


OA: We have always shared the same vision and values but very different capabilities. Julius is more of a Specialist, and I’m more of Generalist. Thus we have tried to use each other strengths and weaknesses along the way.


OA: The US market is one of our main markets. Therefore, we obviously see uncertainty at the moment, which has affected our future growth investments. On the other hand, we also see tendencies that people are focusing more on preventative health, which is the key to our brand – many of our products are developed with this in mind.


OA: We are launching a major new brand-line extension which targets the needs of a growing consumer population, combining our clean and 3rd party tested product and development competencies, with specialist and experts within a new segment of consumers. Stay tuned post Summer 2020.


OA: It always starts with a need or an opportunity to improve something. We find inspiration from many directions, not just within the health and wellness space but also within consumer movements and other industries.


OA: We want to play a significant role in changing the supplement industry towards more transparency around environmental toxins and products' quality. One day, our transparency project, created in collaboration with The Clean Label Project, will become the industry standard for consumer goods to ensure safety and quality in all areas of food consumption.


OA: Keep your focus on your key differentiator and continue to develop your brand around it, so everything you do supports your uniqueness and makes more unique and you stand out to your target audience.


OA: Set a clear direction of where you want to go, but don’t expect your path will be what you expected. Stay true to your values, your strategies will change, but values should not. And finally, never-give-up and never stop learning.




FOUNDERS Oliver Amdrup & Julius Heslet


INSTAGRAM @puorilife


Written by
Roxana Niculescu
Chance Croall
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You know when you see someone on stage, and you just know they were born to perform? Chance Croall is a force of nature like that – a solo rapper, musician, and drawing artist, based in tiny Lund, Sweden.

Music has always been his thing. Two years ago, his brother and two of his friends asked him over to a jam session. It's enough to see them live once to understand why they went from jamming to form the rap group, Mundane Experience.

Their raw talent, endless drive, and ability to stay focused on collaborating, developing, and creating, even in the toughest times, is something I believe we all can learn from.

The first time I got theMundane Experience was when they performed in a country house barn, somewhere wild and free in the very flat, but also very pretty Southern Sweden. You know that vibe when you've had all the food you could eat at the party, and it's hard to move? Everyone lazy-lounging with the countryside skyline all around, drinking drinks and talking talks. Everything changed when they started playing. The party resembled a "before and after" makeover experience. They give new energy—wavy jazzy hip-hop goodness.

Chance curated a badass playlist for us, and we're so thankful — a playlist for uncertain times. We hope it can bring out your inner strength, but also let you embrace things exactly as they are happening. Enjoy!

Oh, and by the way this year Chance also released his solo EP, Split Mind.


NAME Chance Croall

INSTAGRAM @chancuu & @mundaneexperience

SPOTIFY Chance Croall & Mundane Experience

SOUNDCLOUD Mundane Experience

YOUTUBE Mundane Experience

Written by
the LULU—LAND Team
Ieva Vi
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Say hi to Ieva Vi. She's an incredibly talented designer, digital content creator, and visual communicator. In the coming months, she'll help us develop our email marketing strategy and step up our motion graphics and GIF game big time.

Everyone knows that you are supposed to receive a welcome email immediately after you have signed up for a newsletter—It's been on our to-do list forever—Ieva is totally going to make this happen. If you're already signed up, she's also the one who will make sure that you'll receive that occasional update that won't make you forget about us.

Ieva is originally from Lithuania but lives a digital nomad; working with what she loves the most, while traveling. She is curious and always ask interesting and well-informed questions that make us think and reflect.

In her spare time, you might find her with a camera at hand; she loves connecting with people and documenting memorable occasions.

Ieva is inspired by everything from scents like perfumes and the smell of Spring to calm and positive people, long walks in nature, and well … social media. However, like most of us she is painfully aware that it's a super powerful tool that can overwhelm you if you don't use your time wisely!

We hope that you'll notice the quirky motions on our platforms and smile next time you receive our newsletter, thanks to Ieva.


NAME Ieva Vi

INSTAGRAM @iamnotieva, @vilcinskaitee & @ievaviphoto



Written by
the LULU—LAND Team
Instagramlove #05
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#instagramlove is a series of posts where we share some of the accounts we enjoy following. We love accounts that leave us feeling inspired, motivated, and curious. Read more about the series and our view on Instagram here.

Most importantly,
don't forget to unfollow accounts
that make you feel like shit! 

Douglas Coupland is probably one of Canada's most celebrated contemporary artists, writers, and thinkers. Lately, his Instagram account has been filled with pieces from his exhibition "Everywhere Is Anywhere Is Anything Is Everything," and we simply love it. Coupland's work inspires you to question contemporary issues and suggests new ways of seeing the world with incisiveness and humor.

#instagramlove @purienne

Purienne is the Instagram account of the South African born, LA-based, Creative Director & Artist, Henrik Purienne. You'll find natural beauty, warm and exotic ambiance, interwoven with domestic and voyeuristic sexual imagery, converging between provocation and inspiration.

#instagramlove @lastresortgallery

Last Resort Gallery is a little contemporary gallery hidden in the back of the courtyard, in Borgergade 16, in the heart of Copenhagen.

Peter Amby, the owner of the gallery, has a knack for creating unexpected and eye-catching art experiences and wondrous spaces. You can schedule a visit to the current exhibition ‘Stay At Home’ here ...

... and buy most of the pieces by among other Andrés Reisinger (AR), Balder Olrik (DK), Established & Sons (UK), Fish Design & Gaetano Pesce (IT), Gun Gordillo (SE), Jinyeong Jeon (KR), Magni Moss (SE), Mandalaki Studio (IT), Manuel Tainha (PT), Oneseo (KR), Philippe Malouin (CA), Ry David Bradley (AU), WrongWoods (UK) in the online shop.

#instagramlove @thepangaia

PANGAIA is a materials science company on a mission to save the environment and environmental problems in the fashion and apparel industry. They describe themselves as a global collective of scientists, technologists, and designers who bring breakthrough textile innovations and patents into the world through everyday lifestyle products. PANGAIA's products are made with innovative smart technology, bio-engineered materials, and as many sustainable and recyclable elements as possible. But this isn't it, their vision is to drive change even further by sharing available technologies and materials with companies across different industries and take part in designing a better future.

PANGAIA; pan | pæn — gaia | gīə  — Pan: all-inclusive, especially in relation to the whole of a continent, racial group, or religion — Gaia: Mother Earth.

#instagramlove @jeppehein & @breathewithmeandtheworld

Jeppe Hein is a Danish artist based in Berlin. He is widely known for his production of experiential and interactive artworks positioned at the junction where art, architecture, and technical inventions intersect. Unique in their formal simplicity and notable for their frequent use of humor. Jeppe Hein's works often feature surprising and captivating elements which place spectators at the center of events and focus on their experience and perception of the surrounding space.

Breathe With Me is Jeppe Hein's latest project, where he invites everyone to breathe with him while painting their own individual breaths in watercolor lines. Conscious breathing, yoga, and mindfulness became important elements in Jeppe's life after he experienced a personal breakdown almost ten years ago. He firmly believes that the awareness of his breath enables him to balance out the body and mind in all circumstances of life.

"Life begins with an inhale and ends with an exhale. In-between, we all breathe and live different lives. And yet, each breath keeps us together, connected, sharing the same air." — Jeppe Hein


Written by
the LULU—LAND Team
Nike: You Can't Stop Us
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... in a way that makes us trust and like them even more. They officially unveiled the third installment of their "You Can't Stop Us" campaign with an incredible short film, comprising dynamic split-screen footage.

By detailing 36 pairings of athletes and relating the kinetic movement of one sport to another, they underscore commonalities shared by athletes around the world and unify the world's elite athletes, incl., Megan Rapinoe, LeBron James, Naomi Osaka, Eliud Kipchoge, Caster Semenya, Cristiano Ronaldo, Giannis Antetokounmpo, Serena Williams, Colin Kaepernick, and Kylian Mbappé, with everyday athletes through the spirit of competition.

Narrated by the American soccer player Megan Rapinoe, the spot celebrates sport as a source of inspiration for equality and change.

"We are never alone. And that is our strength. Because when we are doubted, we'll play as one. When we're held back, we'll go farther ... and harder. If we are not taken seriously, we'll prove that wrong. And if we don't fit the sport, we'll change the sport. We know things won't always go our way, "and the world's sporting events are postponed or canceled," but whatever it is, we'll find a way. And when things aren't fair, we'll come together for change. "We have a responsibility to make this world a better place." And no matter how bad it gets, we will always come back stronger. Because nothing can stop what we can do together. [You can't stop sport]"

Closed gyms and empty stadiums haven’t stopped athletes from pushing forward and using their platforms to help create change. Through those actions, sport shows us what an equal playing field looks like — and reminds us that a better future is possible.

“Players may be back on the pitch, but we are not going back to an old normal. We need to continue to reimagine this world and make it better,” says Rapinoe. “We have all these people in the streets, using their voices, and those voices are being heard. I ask people to be energized by this moment and not give up. I believe it’s everybody’s responsibility to advocate for change.”

At NIKE, the responsibility to advocate for change remains central to their purpose. They strive to bring innovation and inspiration to every athlete* in the world.

(* If you have a body, you are an athlete.) 

Their mission is what drives them to do everything possible to expand human potential; by creating groundbreaking sport innovations, making their products more sustainably, building a creative and diverse global team, and making a positive impact in communities where we live work.

At LULU—LAND, we admire their courage and are inspired by their work.

For more information on Nike efforts to make themselves, their teams, their communities, and the world better, visit










Written by
the LULU—LAND Team
Will Nguyen Cao
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Will Nguyen Cao is a New York-based Vietnamese/American fashion designer focused on sustainable development within the fashion industry. He is from the Bay area and studied fashion design in Los Angeles at Otis College of Art & Design.

With ACRMNY, his personal brand, he doesn’t just want to promote sustainability as a culture, but he lives and breathes it. His supply chain is 100 % traceable, and he is relentlessly working on ways to lower the impact of the production. The identity of the brand is driven through dialogue and narrative - check it out here @acrmny. The first drop of jackets & hoodies will be launched online A/W 2020!

We've met Will online though our community and immediately seemed to connect - we are inspired by his masculine, raw and functionalist aesthetics as well as his courage to follow his own path and pursue his dreams whatever it takes.

Will’s parents are refugees from the Vietnam War and inspire him every day as they have taught him to be resilient and never give up.

We recognize a lot of ourselves in Will. He is a stubborn fighter, and juggle many projects at the same time. His creativity never seems to run out. We share an inexplicable love for New York City; the pace, the diversity, and the endless possibilities in the city that never seems to sleep.

We feel very fortunate that Will agreed to curate this playlist and hope that we will have the chance to meet up with him next time we are in New York. A mix of explicit Rap, Hip Hop & Soul – Enjoy!


NAME Will Nguyen Cao



INSTAGRAM @willnguyencao & @acrmny

FACEBOOK @willnguyencao

LINKEDIN in/willnguyencao

Written by
the LULU—LAND Team & Roxana Niculescu
Roxana Niculescu
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Say hi to Roxana Niculescu, aka Roxy, the latest addition to our team. In the coming months, she will be creating content for the LULU—LAND Journal and Instagram.

Roxy is an incredible writer, with her characteristic personal style; she makes people reflect and laugh. Don't be surprised if you suddenly find a Harry Potter reference in her writing on just about anything.

Roxy is one of the most diehard Beyoncé fans we've ever met, and she loves everything that involves performing, acting, and dancing. Her dream is to make it her full-time living, and we truly admire her persistent work towards her goal.

We love Roxy's childlike curiosity and her innate fight for equality and justice, whether it comes to issues on race, gender, or sexuality. We hope that you'll be as inspired as we are by her thoughtful, positive, and charming, yet unapologetic nature.


Roxana Niculescu (Roxy is the regular drill)

Birth month/year:
May 30, 1991


Currently located in:
Malmö, Sweden

What do you do for a living?
Isn’t it funny, how strongly we associate living with working?

But to actually answer, I work as a housing coordinator at a rental management company – basically, I find long-term (and pretty) homes for ex-pats who moved to Sweden and work at IKEA, TetraPak etc. I coordinate the entire process, from their initial preferences to supporting them during their stay.

The rest of the time, I do all kinds of things to live. Hanging out in the bathroomwith candles is definitely one thing.


What is the first thing you do in the morning?
Lately, I’ve created the habit that the first thing I do is taking a few conscious breaths and speaking out what I’m grateful for. I’d lie if I said that I see the effects very obviously, but I fully believe that it’s much more about long-term joy than the usual instant gratification stuff we do. But the first more active thing I do is wash my face with cold water. Several splashes. I just wouldn’t be a person without doing that.

"I do my best to roll out of bed and onto my yoga mat or into a meditation. But then there’s those other days when I end up browsing through clothes instead and being late."

What is a typical day like for you?
I do my best to roll out of bed and onto my yoga mat or into a meditation. But then there’s those other days when I end up browsing through clothes instead and being late. Breakfast is a MUST, I’m usually (almost) starving. A book usually keeps me company. After breaking into a dance or two, I go to work, though not the last three months when I’ve been working from home and I LOVE it (more yoga and me time, yes please!). I dedicate evenings to friends, cooking, working on acting pieces, writing, watching shows, thrift shopping, buying ice cream - you know, life essentials.

And now that we're at it – what are the last things you do before bedtime?
Tea, though not as much during summer. Maybe yoga, shower, and more writing - recently started a gratitude journal where I’m writing every single thing from the day that I feel grateful for - or something that I appreciate about myself. And watching my current show/reading my current book.

How do you spend your weekends?
Sleeping in is just my favourite. Not too crazy late, but late for most others I’ve heard. Breakfast in bed. Lazying around. Quality time with friends. More thrift shopping. Reading. Nature trips or city trips or trips to my candy shop. 

"I fully believe that life’s a party."

When was the last time you celebrated?
I fully believe that life’s a party. I love celebrating being alive in any small “random” moment, so it’s pretty tricky answering this question. But it was my bday recently and that was a 2in1 celebration because I saw some friends for the first time in a few months.



What is your guilty pleasure?
Whenever I get suddenly and temporarily obsessed with pop celebrities and I end up watching their interviews/videos late into the night. Shoutout to Ariana Grande, my latest binge.

What is your superpower?
Seeing through people. I don’t need to know things about others to see them for who they really are.



What could you spend all day talking about?
Beyoncé, self-development practices, healthy habits, food, movies, actors, books.


What inspires you?
Virtually any form of art, but specifically music, films/theatre, books, paintings and ancient sculptures. I also find infinite inspiration in things that appear to be common, but aren’t, like the movement of leaves or the look in a baby’s eyes.



Repeat or shuffle? What have you been listening to lately, and what are you humming in the shower?
Repeat AND shuffle. Lately I’ve been digging more into grime, it’s really helped me process some powerful emotions that have been surfacing - Skepta is such a king and the genre is mad good. Neo-soul always - Erykah Badu is a daily mantra. Also some badass female rappers - Nicki, though mainly Leikeli47 right now. A song that I can’t stop playing is the remix Megan Thee Stallion did with Beyoncé - “Savage”. In the mornings/evenings I mix it up with ancient Japanese meditation music or Indian classical, sometimes Ludovico Einaudi who is a master of my heart and my favorite classical musician.

Poster or collectors’ items? If we gave you a million, what would be decorating your walls?
I’d definitely buy a few authentic Greek/Roman sculptures, or maybe I wouldn’t afford more than two with that money. I’d love to get original artwork by Ivan Alifan, Mikael Owunna, Anne Barlinckhoff just to name a few.

Newspapers, journals, magazines, online platforms, digital media, podcasts… you name it – how do you keep yourself updated, and what are your news sources?
Al-Jazeera is a newssource I admire and trust most, The Guardian is also great. A magazine I’ve started collecting is 32C, everything they do is just *goals*.

If you could have lunch with one person, alive or dead, who would that be?
Beyoncé - both a hard and easy question. 

Books, movies, and/or series – what can you recommend?
The books of my young womanhood are The Neapolitan Quartet by Elena Ferrante, she is unbelievable and so are these novels, though they’re brutally real at the same time. There are four books spread over a few decades, about an epic friendship between two women against the heavy backdrop of a very poor neighborhood in Naples, Italy. Recently I read “Girl, Woman, Other” by Bernadine Evaristo, just the most unique style and extremely powerful voice for both black culture, women and the LGBTQ community.

Some of my favourite movies that everyone just needs to watch are Call me by your name, Parasite, Joker and Mommy.

These days I’m obsessed with the TV-show “Insecure”, a hilarious and very insightful comedy/drama sitcom about black women (and occasionally men), by black women, and for anyone to enjoy to the max. Other all-time favorites are Better Call Saul (a masterpiece) and The Office (US) is by far the most epic comedy material ever.  

Which three Instagram accounts should everyone follow?

@annebarlinckhoff - my new love in photography

@youvegotnomale - super mega witty and pro-all-freedom meme genius Sebastian Tribbie

@indyamoore - my favourite actress from the show POSE and such a fierce representative of the trans community.



Who was your first big love?
Can I answer Beyoncé here as well? Kidding (not entirely). It was my first proper boyfriend when I was living in Romania. I was 15 and crazy in love. 

What's the single best realization you have ever had?
That everything significant we feel can be traced back to our childhoods, and healed the same way.

What's the best bad or crazy decision you have ever made? That moment that seemed so wrong but turned out so right. If you don't make bad or crazy decisions, have you then ever made a decision that changed your entire life?
One (most) glorious summer back in university, when my best friend and I decided we needed to live in Greece. We found jobs online, we’d be working at the same bar, and even though it seemed alright, there was next to no security about it. I had to travel alone for the first time, sleeping in the airport waiting for the ferry, and moving to an island all by myself. My best friend joined only later. It was the single most defining experience, not only in terms of freedom and pure joy, but more significantly in terms of the unknown and the kindness of strangers.


"I am truly enjoying and appreciating all the heavy emotional processes I’ve had come at me lately. True change, healthy change, necessary change."

How are you, really? It's nice to check in every once in a while. 
I love this question, and love asking myself this in meditation too - so important. It’s been a very intense time but I am truly enjoying and appreciating all the heavy emotional processes I’ve had come at me lately. True change, healthy change, necessary change.

When are you the happiest? 
WhenI'm performing on stage/in front of the camera. When I take the first swim of summer. When I kiss my boyfriend. When I eat delicious foods. When I’m inItaly. When I eat gelato. Pay me and I still wouldn't be able to choose only one.

What scares you the most?
The thought of serious illness ... 

What keeps you up at night these days?
The show I’m watching (Insecure) cuz it’s perfect and addictive. And the long summer nights of bliss.


Tell us one thing people would never know about you by just looking at you?
That I can be as introverted as I am extroverted.

What habit would improve your life?
More exercise (duh). Gotta say that I am at least trying, honestly.

We all have qualities that don't really have any rhyme or reason. What is one thing you don't understand about yourself? 
It’s a long time ago now that I gave up understanding the self. It’s such a paradox, because life is synonymous with experience and so are we. So I experience it all, instead of understanding. But a thing that frustrates me sometimes, is the laziness/procrastination I notice I fall into even though I know my passions and what I need to do for them. 

What works for you at the moment, and what doesn’t?
I have a lot more time to myself and my career paths, and that’s so necessary right now when I’m juggling different things. My late sleeping schedule isn’t the best though so I’m working on improving that. 

When do you feel the most comfortable in your own skin?
When I dance my booty off and whenever I put my outfits together.

What makes you feel insecure?
Both the acting and the creative industry, when thinking about them as big monsters that I can’t conquer. And the eternal problem of comparing myself to others, which is still a work in progress.


What's the best thing about the next thing you are during?
That I’m finally taking some real action towards my next career move, and LULU—LAND itself is the catalyst for it. And my next career move means to design my own life in the creative industry. The same goes for my acting career, that I feel real badass determination for my next steps.

"When it comes to writing, I’m slowly paving my way for what I imagine being a fabulous freelance career."

"Plans are worthless– but planning is everything" – Dwight D. Eisenhower. What does the future look like for you – what are your dreams and goals?
I was born to be a mother in every sense of the word, and more so than many girlfriends I have, so a family is something that I am dying for. When it comes to acting, I’ve decided that I will get an agent by the end of the year. When it comes to writing, I’m slowly paving my way for what I imagine being a fabulous freelance career. 


What (or who) motivates you in difficult times? 
My boyfriend and my closest girlfriends are the best supporters. And I mean it when I say this, Beyoncé too. She has helped me in some of the toughest times. Her godly power and monster work ethic can drive me forward.

Good advice is priceless. What is the best piece of advice you’ve ever gotten?
Just anything that ever came out of Eckhart Tolle’s mouth. He is my forever greatest spiritual teacher. To paraphrase maybe the biggest thing, and the core of his teachings, is that our true joy and peace depends on always distinguishing between what is/what the mind says about it. It’s also the root of all suffering, and of living a life lost in thought. It’s the foundation of perspective and of true acceptance of even the “worst” thing.

What is the kindest thing anyone ever said to you or the best compliment anyone ever gave you? 
That I spread light to everyone around me.

"I don’t believe in heartbreak - there is pain, and grief, and they are natural."

How do you heal a broken heart?
I don’t believe in heartbreak - there is pain, and grief, and they are natural. The only way is through.



What is going to be the next big thing? (concepts, businesses, ideas, mega trends, etc.)
Can’t help thinking of fashion, and you know this new trend of wearing sport shorts over pants when working out? I predict that the next step will be wearing that outfit to go out, to restaurants or other regular walks of life. And it will develop to all kinds of combinations of shorts/long pants. I’d literally die laughing if that ever happened.

But on a more serious note, I actually fear a future when the much-explored concept of self-love as we see it now, will develop so much that it will turn into a whole industry and my fear is that it will be so monetized that it will cease to serve its real purpose.

We would love to find out about cool new places and things to do in your area. What are your favorite places? Where do you like to go to have fun? 
I live in the real heart of Malmö, a neighborhood called Möllan. I live next to a park (Folketspark) where I’m sure any kid would want to permanently move into, but this park also has perks for adults too - my absolute favourite summer bar is right in the middle of the park, and it’s called Far i Hatten. It’s THE must-do here during summer, I’m so in love with it forever and ever. I also adore what is by now the best falafel spot in town, and it’s right around the corner from me - Mr. Falafel (SO LUCKY).. The beach is also so much fun, especially for magical sunsets.


"My favorite object is my projector. Straight-up my most valuable possession in every sense of the word."

What is the most favorite, most useful, and most useless object you own, respectively?

My favorite object is my projector. Straight-up my most valuable possession in every sense of the word. I really do have a mini-cinema in my living room andI’d never go back to a TV.

Most useful - my electric toothbrush because hello, brushing teeth, but also because it completely changed the whole game. It’s not the typical round one that you see everywhere (those suck), but a normal shape (from Philips). We’re close friends by now.

Most useless - Hair rollers that I bought a million years ago and still haven’t touched.

What was the last thing you searched for on your phone? Be careful: you might be required to show proof. 
Hair rollers. Had to make sure it was the correct word (even though I knew it was hehehe).

Call or text? Which is better, and why?
I honestly can’t choose, because it so depends on the situation. But in true writer fashion, if I had to choose, I’d go with texting. 

What is your pet peeve?
Self-entitled pretentious God-complex people. 

What is the most interesting thing in your trash can?
Pieces of paper we used last night for Pictionary - I tried drawing X-Men and it turned out VERY interesting.


You’ve been given an elephant. You can’t give it away or sell it. What would you do with it?
Love it forever. Provide it with the best life I could, in my Möllan backyard.



What is the meaning of life?
There isn’t, we are here to experience everything and that’s what life is to me.

Look, mom, I made it! – How do you define success? 
Arriving at the place where you have the courage to be who you really are, at any given moment.



Name three people you would like to answer these questions?

Beyoncé (SURPRISE), Obama and one of my close friends (any).

How would you describe LULU—LAND?
Is this a trick question?

It’s an ambitious start-up for creating a wonderful, inclusive and inspirational online/offline community, where creators can thrive and grow, where more of the world can get to know and learn from their awesomeness. It’s an inspiring little world.



NAME Roxana Niculescu  

INSTAGRAM @roxifixation

LINKEDIN Roxana Niculescu




Written by
the LULU—LAND Team
Read more
Photo @rolandsvarsgergs

UPDATED 06/07—2020

Copenhagen is an endless source of inspiration – and it will probably always feel like home. This is where the idea of LULU—LAND was born.
The tiny capital has become known for its excellent taste in everything from architecture, furniture design, interior, fashion, and—of course—food. In recent years, there has been a surge in bars, restaurants, shops, and fashion designers insisting on a less formal, lighthearted way of doing things, which makes it a lot of fun too!
Abroad, Denmark is known to repeatedly rank as one of the happiest countries in the world, most likely due to high levels of equality and a strong sense of shared responsibility for social security and welfare.
More recently, The World Economic Forum also found that the tiny northern country ranks in the top, as best-performing, when it comes to the environment and sustainable development; virtually all waste is recycled, composted, or incinerated, and the country is world-leading when it comes to climate change commitments. Aiming to cut greenhouse gas emissions by 70% by 2030.
Visiting Copenhagen might give you an idea of why this is. It's one of the busiest bike cities in the world. Biking is, without a doubt, the easiest and cheapest way to get around. Most hotels have bikes you can borrow, but if not, there are bike rental shops all over the city. There's literally no better way to explore Copenhagen than on a bike.
This is a collection of our favorite areas and places, some more know than others. Whether you live in Copenhagen or are traveling, we hope you'll get inspired to explore the city.

Copenhagen K (City Center)

Beau Marché
French interior shop, wine bar & intimate date spot ($$)

Ny Østergade 32, 1101 CPH K

Always crowded upscale bistro, bar & hangout spot ($$$)

Borgergade 16, 1300 CPH K

Bottega Barlie
Local neighborhood café & natural wine bar ($$)

Fredericiagade 78, 1310 CPH K

La Glace
Elegant cake & pastry café est. in 1870 ($$$)

Skoubogade 3, 1158 CPH K

Stilleben No. 22
Interior design, craftsmanship & peculiar objects

Niels Hemmingsens Gade 3, 1153 CPH K

High-end urban food market with local produce, gourmet food & beverages ($$$)

Frederiksborggade 21, 1362 CPH

Time's Up Vintage
High-end vintage clothing

Krystalgade 4, 1172 CPH K

Another Nuè
High-end woman's clothing

Krystalgade 3, 1172 CPH K

Local street with small shops, affordable second-hand clothing, and bars.

Vera's Vintage  (Affordable)
The Log Lady (Dive bar $$)
Cosy Bar (Gay bar $$)
Atlas Bar (Local restaurant $$)

Local coffee bar & eatery ($$)

Rådhusstræde 5, 1466 CPH K

Kunsthal Charlottenborg & Apollo Bar
Contemporary museum & vegetarian bistro ($$)

Nyhavn 2, 1051 København

Hey Captain
Copenhagen canal tours

Kvæsthusbroen 1, 1252 CPH K

Cosy and casual restaurant ($$$)

Ny Adelgade 3, 1104 CPH K

Concept store, art studio, design & flowers

Store Kongensgade 50, 1264 CPH K

Classic & creative cocktail bar ($$$)

Nybrogade 10, 1203 CPH K

Hotel Sanders***** & TATA Cocktail Bar
Breakfast, lunch, dinner & rooftop terrace ($$$$)

Tordenskjoldsgade 15, 1055 CPH K

Late-night eatery & bar ($$$)

Strandgade 20, 1401 CPH K

Classic cocktail bar ($$$)

August Bournonvilles Passage 1, 1055 CPH K

Classic & nerdy cocktail bar ($$$)

Niels Hemmingsens Gade 32, 1153 CPH K

Luxury second-hand & vintage clothing

Købmagergade 5, 1150, 1150 CPH K

Rosy Vintage
Perfectly worn and affordable vintage clothing

Kronprinsensgade 9, 1114 CPH K

Modern functionalist furniture & apothecary

Fredericiagade 57, 1310 CPH K

Atelier September
Art café ($$$)

Gothersgade 30, 1123 CPH K

Palæ Bar
Local dive bar ($$)

Ny Adelgade 5, 1104 CPH K

Wood Wood Museum
Wood Wood fashion outlet

Frederiksborggade 54, 1366 CPH K

Norse Projects
Men's & women's clothing

Pilestræde 39, 1112 København

Men's & women's sneakers & streetwear

Rådhusstræde 7, 1161 CPH K

Jack's Hole in a Wall (Chain)
To go or to stay coffee shop ($$)

Jorcks Passage 1, 1162 CPH K

The Union Local
Modern cocktail bar ($$$)

Lille Strandstræde 16, 1254 CPH K

Aamanns 1921
Traditional Danish "smørrebrød" (The rye-bread thing with topping)

Niels Hemmingsens Gade 19-21, 1153 CPH K

A sustainable sea life focused restaurant ($$)

Peder Skrams Gade 15, 1054 CPH K

CUB Coffee Bar
Copenhagen underground brewers

Boldhusgade 6, 1062 CPH K

Etage Projects
It’s more a museum than a store and a great place to gather inspiration — but everything is up for purchase. A fusion of interior and art.

Borgergade 15, CPH K

A highly curated concept store (ridiculously expensive) but worth a visit

Borgergade 17, 1300 CPH K

The Royal Library Garden
Located on Slotsholmen, between the Christiansborg Palace and the Royal Library, the garden constitutes a small oasis in the heart of the city. It’s a great place to escape the noise of the city and get some rest during the day. Bring a book.

Storm · Design · Art · Fashion
High-end, sporty, and globally influenced street style

Store Regnegade 1, 1110 CPH K

Ved Stranden 10
A wine bar & shop ($$$)

Ved Stranden 10, 1061 CPH K

Nikolaj Kunsthal
Copenhagen Contemporary Art Center

Nikolaj Plads 10, 1067 CPH K

Botanical Garden
A perfect escape in the middle of the city

Gothersgade 128, 1123 CPH K

Copenhagen N (Nørrebro) & NV

Assistens Cemetery
A combination of a cemetery and a park where people run or come to hang out during summertime.

Local street with small shops, restaurants & bars

Manfreds (Vegetarian restaurant + tartar $$)
Istid (Smooth ice creme made from nitrogen $$)
Markers & Pens (Markers & pencil shop)
BANANA (Ice creme made from ripe bananas $$)
The Coffee Collective (Coffee shop chain $$)

Local street with antique shops, restaurants & bars

A20 (Restaurant $$)
Kind of Blue (Dive bar $$)
LULU (Bar & cocktails $$)
Det Ny Scala (Dive b $)

Elmegade & Sankt Hans Torv
Local street and square with small shops and bars

Ølbaren (Draft beer $$)
Carhartt WIP Store (Men's & women's workwear)
Acne Archive Store (Acne outlet)
Packyard (Men's clothing)
Wulff & Konstali Food Shop (Café & brunch chain $$)

Local street with small shops, restaurants, bars, and a cinema

Paloma (Vermuteria & café $$)
Snacks & Blues (Casual restaurant $$)
Mirabelle (Café & bakery $$$)
Bæst (Organic pizza $$)
BRUS (Food & draft beer $$)
Ninos (Italian pizza $$)

Local street with small shops, galleries, budget restaurants & bars

Gao Dumpling ($)
Limited Works (Gallery)
Café Blågårds Apotek (Bar & live music venue $$)

Late-night food ($$)

Refsnæsgade 32, 2200 CPH N

Plant-based café; with an amazing breakfast & to die for cakes ($$)

Birkegade 21, 2200 CPH N

Cool natural wine shop, bar & snacks ($$)

Møllegade 3, 2200 CPH N

Mahalle (Chain)
Lebanese food ($)

Birkegade 6, 2200 CPH N

The Barking Dog
Cozy cocktail bar ($$)

Sankt Hans Gade 19, 2200 CPH N

Minas Kaffebar
Budget coffee shop ($)

Nørrebrogade 72, 2200 CPH N

Andersen & Maillard
Hyped and crowded (but great) coffee shop ($$)

Nørrebrogade 62, 2200 CPH N

Multiple tiny pizzas ($$)

Skyttegade 3, 2200 CPH N

Da Gallo Pizzeria
Real italian pizza ($)

Glumsøvej 44, 2700 Brønshøj

Mikkeller & Ramen to Bíiru
Ramen & beer restaurant ($$)

Griffenfeldsgade 28, 2200 CPH N

Baka d'Busk
Vegetarian & vegan plant bistro ($)

Rantzausgade 44, 2200 CPH N

Asian inspired food ($$)

Ryesgade 25, 2200 CPH N

Restaurant Safari
Cosy and casual late-night dinner and wine-handout ($$)

Baggesensgade 9, 2200 CPH N

Copenhagen V (Vesterbro)

Prolog Coffee Bar
The nerdiest of coffee shops

Høkerboderne 16, 1712 CPH V

Siciliansk Is
Without question the best ice creme shop in the city

Skydebanegade 3, 1709 CPH V

Tivoli Gardens
World’s oldest amusement park (expensive, but worth a visit)

Vesterbrogade 3, 1630 CPH V

Old red light district that has undergone extensive gentrification and turned into one of the trendiest areas with small shops, restaurants & cafes

Es (Women's Clothing & Slow Fashion)
DANSK (Furniture & interior)
A Door (Tiny interior shop)
KYOTO (Men's & Women's Clothing)
Skydebanegade Legeplads (Outdoor playground)
Falang (Asiateria $$)
Sticks & Sushi (Sushi chain $$$)
Jagger (Burger chain $$)

French street with small shops, cafes & coffee shops

Granola (French Café $$)
Rist (Coffee Shop $$)
Dora (Interior)
Les Trois Cochons (French Restaurant $$)

Kødbyen (The Meatpacking District)
Old Meatpacking Districts turned into a cultural, creative hub with galleries, restaurants & bars.

Gorilla (Restaurant, bar & hangout spot $$)
VH1 (Contemporary gallery)
Fiskebaren (Seafood restaurant $$$)
Tommy’s Burger Joint (Burger bar $$)
NOHO (Co-working, café & bar $$)
1656 (Cocktail bar $$$)
Paté Paté (Restaurant & wine bar $$$)

H15 (Cafeteria, bar, studio & scene $$)

Mesteren & Lærlingen (Dive bar $)

Local boulevard, with a lot of hangout spots, basket and soccer courts, small shops & cafés

K I H O S K H (A modern grocery store with specialties and a great selection of magazines and beer $$$)
Dyrehaven (Café & Bar $$)
Volatil bar (Natural wine bar $$)
Absalon (Old church turn into community space)
Edison & Co. (Vintage interior and design)

Sustainable & slow fashion made by women in prison

Oehlenschlægersgade 36, 1663 CPH V

Modern cocktail bar ($$)

Vesterbrogade 72B, 1620 CPH V

Books, magazines, gallery & café

Tullinsgade 11, 1618 CPH V

Bevi Bevi
Italian food & wine bar ($$)

Oehlenschlægersgade 53, 1663 CPH V

Minimalistic Italian restaurant ($$)

Bagerstræde 9, 1617 CPH V

Vester Vov Vov
French-inspired art cinema & café est. 1975

Absalonsgade 5, 1658 CPH V

Central Hotel*** & Café
1 room hotel & café ($$)

Tullinsgade 1, 1618 CPH V

Coco Hotel****
Boutique hotel ($$$)

Vesterbrogade 41, 1620 CPH V

Manon Les Suites*****
Hotel & spa ($$$$)

Gyldenløvesgade 19, 1600 CPH V

Sporting Health Club/ SHC Søerne (Chain)
Gym with boxing

Gyldenløvesgade 19, 1600 CPH V

Østerberg (Chain)
Ice creme science ($$)

Tullinsgade 25, 1618 CPH V

Osteria 16 (Chain)
Italian restaurant ($$)

Haderslevsgade 16, 1671 CPH V

Italo Disco
Italian Restaurant ($$)

Oehlenschlægersgade 5, 1663 CPH V

Pasta & Wine Bar ($$)

Helgolandsgade 2, 1653 København

Steel House
A luxury hostel in the middle of the city

Herholdtsgade 6, 1605 København V

Copenhagen Ø (Østerbro)

Juno the bakery
Modern bakery, known for their cinnamon buns

Århusgade 48, 2100 CPH Ø

Old navy base & one of the best-preserved fortresses in Northern Europe (great for a stroll)

Oz Men's Store & Oz Women's Store
Men's & women's clothing

Østerbrogade 116-118, 2100 CPH Ø

Gro Spiseri
Nordic self-sustained rooftop restaurant ($$$)

Æbeløgade 4, 2100 CPH Ø

Hønen & Ægget
Local café with breakfast & lunch ($$)

Øster Farimagsgade 16, 2100 CPH Ø

At the Counter
Local café

Randersgade 45, 2100 CPH Ø

Ice creme shop

Randersgade, Bopa Pl. 43, 2100 CPH Ø

Reinventing the Danish butter cookies ($$$)

Ryesgade 118, 2100 CPH Ø

Hos Fischer
Italian restaurant & pizza ($$)

Victor Borges Pl. 12, 2100 CPH Ø

Svanemøllen Strand
Beach & wooden pier

I Blame Lulu
Preloved women's clothing store

Rosenvængets Allé 8, 2100 CPH Ø

Coffee Store & Showroom

Ryesgade 88, 2100 CPH Ø

Amager & Islandsbrygge

Amager Standpark
Beach park

Copenhagen Cablepark
Wakeboard park & hangout spot

Kraftværksvej 24, 2300 CPH S

Il Buco
Organic Italian restaurant & café ($$)

Njalsgade 19C, 2300 CPH S

Harbor Baths
Yes, you can swim in the harbor!

Ice cream & coffee shop

Markmandsgade 1, 2300 CPH S

Christianshavn, Inderhavnsbroen & Refshaleøen

Freetown established in 1971 in an old abandoned military area. Christiania is known for its alternative housing, acceptance of artists, addicts, and vulnerable minorities, Green Light District/pusher street, and a liberal view on cannabis and psychedelics.

Classic old bath house, sauna & spa

Sofiegade 15, 1418 CPH

GANNI Postmoderne
GANNI fashion outlet

Overgaden Oven Vandet 40, 1415 CPH

French inspired Danish cuisine ($$$)

Wilders Plads 2, 1403 CPH

The Apartment
Cult-favorite interiors store

Overgaden Neden Vandet 33, 1.sal, 1414 CPH

The Corner (Next door to 108*)
Coffee & wine bar ($$)

Strandgade 108, 1401 CPH K

Restaurant Barr
Northern European restaurant ($$)

Strandgade 93, 1401 CPH

Quality food in relaxed surroundings ($$$)

Strandgade 87 E, 1401 CPH

Baby Baby Bar -> Empirical Dock House & Iluka
Summer chill, swim, hangout spot & concrete beach ($$)

Refshalevej 151, 1432 CPH

Blocs & Walls
Rock climbing gym

Refshalevej 163D, 1432 CPH

Lille Bakery
Hyped bakery ($$)

Refshalevej 213A, 1432 CPH

Airy, industrial dining room serving global dishes, made from produce sourced from own kitchen garden ($$$$)

Refshalevej 153, 1432 CPH

Broens Gadekøkken
Street food court ($)

Strandgade 95, 1401 CPH

La Banchina
Food, wine, swim, summer chill & hangout spot ($$)

Refshalevej 141, 1432 CPH

B & W Marked
Antique 4,000 m2 flea market (mostly furniture)

Refshalevej 171B, 1432 CPH


Hart Bageri
Another hyped bakery ($$$)

Gl. Kongevej 109, 1850 Frederiksberg

Copenhagen Zoo
Good for kids

Roskildevej 32, 2000 Frederiksberg

Tiny French bistro

Martensens Allé 16, 1828 Frederiksberg

Jerome Vintage
Luxury vintage clothing

Gl. Kongevej 105, 1850 Frederiksberg

Cosy & casual restaurant in the heart of Frederiksberg ($$)

Gammel Kongevej 96, 1850 Frederiksberg

Underground art experience

Bag Søndermarken, 2000 Frederiksberg


Louisiana Museum of Modern Art
Contemporary museum with an amazing garden (worth the 1h train trip)

Hornbæk Strand
Beach & surf spot

Arken Museum of Modern Art
Contemporary museum

Bakken & Dyrehaven
Old amusement park & natural resort

Experimental science museum

Chalk cliffs overlooking a beach

Small inhabited island with beautiful nature - good for a weekend getaway

Lynæs Surfcenter
Café, surf & sub school, burger joint, bakery, bar, office community, events, accommodation, and more!

Stay in luxury tents under the stars with the ocean in front and the forest behind you. Experience nature, enjoy delicious food at @madro_dk, and hop in the sauna after a swim.

Ro Naturcamp
Here you can relax in the middle of the most beautiful nature, surrounded by orchards and water. Opens July 2020.


Fine dining restaurant

Scandinavian restaurant

Holistic cuisine

Local Nordic cuisine

Kadeau Copenhagen**
Fine dining restaurant

Fine dining restaurant

Søllerød kro*
Classic French cuisine

Kiin Kiin*
Contemporary Thai fusion

Formel B*
Fine Dining Restaurant

Kong Hans Kælder*
Fine dining restaurant

Marchal* located in D'Angleterre
Modern European restaurant

Contemporary cuisine

Fine dining restaurant

Farm to table

Seasonal kitchen

Danish restaurant



Written by
the LULU—LAND Team
Tyler James Koenig
Read more

Tyler is a dear friend of ours and an incredibly talented American copywriter. For the past couple of years, he's been traveling the world while doing what he loves - writing!

Our paths crossed at Dojo in Canggu, Bali, last Summer. Tyler was curious about "Popcorn Brain" as he had been introduced to the concept by a mutual friend. Somehow, we immediately connected and have kept contact since then. We were supposed to meet up again in Barcelona before the world went crazy, and most nomads were forced back to their respective home countries. For the time being, he is located in L.A., California, U.S., and like the rest of us, try to make the most out of being back home with family and old friends.

Tyler helped us immensely when it came to defining and describing what LULU—LAND is. He is a genius at giving critique and putting creative ideas, thoughts, and concepts into words that actually make sense and persuade people to continue reading. Without much explanation, he understood exactly what kind of platform and community we wanted to create.

While you are at it, don't forget to sign up for his daily newsletter. It's good. Like really good – intelligent, entertaining, inspiring, unpretentious, and funny.

This playlist very much reflects his creative, calm, and thoughtful nature. Enjoy!


NAME Tyler James Koenig



INSTAGRAM @tylerjkoenig

LINKEDIN tylerjkoenig

FACEBOOK @tylerjkoenig & @killercopycritique

TWITTER @tylerjkoenig


Written by
the LULU—LAND Team
"How are we ever going to get out of this mess"
Read more

Today, one of our friends shared this video he and his sister recently did with their dad. A personal insight into the conversations they grew up with around the dinner table in their childhood home. We asked if we could share it with you because it really touched us deeply. More than ever, these are the conversations we need to have and listen to.

"The key to moving forward is what we do with our discomfort. We can use it as a door out - blame the messenger and disregard the message. Or we can use it as a door in by asking, why does this unsettle me? What would it mean for me if this were true?" — Dr. Robin Diangelo

"We, Jamil and Julia Fearrington, are siblings and grew up in Denmark with a Danish mother and an Afro-American father. 

Through 25-30 years, we've participated in talks around the table about police brutality and an American system, which didn't protect its black citizens' rights.

We saw Rodney King. We saw Michael Brown, Tamir Rice, and Eric Garner get killed, we saw murders go unindicted and unpunished, we saw many similar cases, and dejected we wondered at the table: 

"How are we ever going to get out of this mess?"

The other we sat at the table yet again, shaking our heads. We decided spontaneously to film - to invite more of you to join the table.

Our wish is that the conversation must take place. That more seek insight into the conditions of America and acknowledge that condition of America might be differently brutal and racially structured than they thought. Maybe we can contribute a little. 

Our father is an Afro-American male, born in Philadelphia in 1944. He's lived in Denmark since 1979 and has throughout life visited most parts of the world as a touring musician and teacher. He travels to the US several times a year for business and to visit family and friends. 

Come. Have a seat with us."





Written by
the LULU—LAND Team & Stephanie Geddes
Stephanie Geddes!
Read more
Self-portrait by Stephanie Geddes

Say hi to Stephanie Geddes. She is the newest addition to our team and an amazing photographer. When we first saw Stephanie's portfolio, we fell in love with the authentic and dreamy nature of her photography.

Stephanie is Australian, has lived in NY for eight years, and recently moved to Copenhagen with her husband, Chris, and is trying to find her way into the creative scene.

We can spend hours brainstorming ideas with her and look forward to work together on a series of photo portraits, showcasing the inspiring paths of some of our community members. Don't hesitate to reach out to her if you would like to hear more about her work.


Stephanie Geddes

Birth month/year:
4 April, 1984


Currently located in:

What do you do for a living?
I’m a freelance photographer and general all-round creative in the fields of production, producing, and problem-solving!


What is the first thing you do in the morning?
Since moving to Denmark, I open the blinds and pray for sunshine. Then I check my phone - definitely a habit I’m trying to break, but I can’t help it. Then it’s onto breakfast and a caffeinated beverage!

"As a relatively new to Copenhagen creative I’ve still very much hustling hard to get my foot in the door and meet as many new people as possible."

What is a typical day like for you?
There really isn’t a typical day, which is a blessing and a curse. As a relatively new to Copenhagen creative, I’ve still very much hustling hard to get my foot in the door and meet as many new people as possible. My day can consist of meetings, research, a photoshoot, location scouting, or emails (and more emails).

And now that we're at it – what are the last things you do before bedtime?
Put my phone on silent, arrange my pillows into a weirdly specific pile and shape ideal for sleep, and then read a book until I fall asleep. I’m not a great sleeper, so I go through a lot of books! 

How do you spend your weekends?
My husband works Monday - Friday so despite being freelance myself I like to try to stick to a similar schedule, then we have our weekends together which usually start with eggs of some sort - we’re currently perfecting our homemade breakfast burritos, then bike rides, walks through Assistens Kirkegard, dinner at our local Greek restaurant, Taverna Kreta and if I’m honest the occasional Netflix marathon.


When was the last time you celebrated?
I’m actually not sure (which I admit doesn’t sound great). I do try to celebrate little things, but they’re never really about myself! The last mini-celebration dinner we had was the first time restaurants opened after COVID - it was lovely to visit our favorite local place and support it after such a long time.



What is your guilty pleasure?
Caffeine and wine, and since moving to Copenhagen - pick and mix candy shops. Being able to pick out a whole bag of only red and purple gummies is a dream.

What is your superpower?
Empathizing with other people - and remaining calm in a crisis (I'll freak out and replay it over and over again afterward though).



What could you spend all day talking about?
Photography, art, and the current state of the world - pondering how it’s possible to course correct the path we’ve found ourselves on. And if we’re being our truest selves, you can get me talking for hours about true crime (I’m not proud, but it’s a strong side interest - I’m not a weirdo I swear).


What inspires you?
Beautiful art in all forms, but of course, photography. Dance always inspires me, watching dance and also dancing myself. I’m not good, but it brings me so much joy. I also love chatting with people who have drastically changed career/life paths - tell me your stories!



Repeat or shuffle? What have you been listening to lately, and what are you humming in the shower?
Repeat repeat repeat. I will listen to a song or playlist over and over depending on what mood I’m in, and I have multiple playlists that suit different chores or times of day (my cleaning playlist is on point). Current repeated songs include “A Pale” by Rosalia, “Ride It” by Regard, and all songs by the angel Chet Baker.

Poster or collectors’ items? If we gave you a million, what would be decorating your walls?
A mix of prints, paintings, and photographs - my sister Kelly Geddes is a very talented photographer and makes beautiful handprints. There is an amazing initiative in Copenhagen called KunstSalonen that curates an art show every couple of months (in normal times), and the work is always so diverse and a great mix of affordable and aspirational pieces - I would probably stop by and take my pick! I would also buy vintage prints from the late Francesca Woodman - the most beautiful photographer and the woman who inspired me in my work from a young age.


Newspapers, journals, magazines, online platforms, digital media, podcasts… you name it – how do you keep yourself updated, and what are your news sources?
My New York Times subscription keeps me in the loop, as well as their “The Daily” podcast - for my local news in English, I read the aptly titled “The Local.” A lot of my personal inspiration and finding of new artwork and people comes through Instagram, I love to see what my fellow local photographers are sharing and creating - Mia Jorgensen, Josephine Al Humaidan and Petra Kleis are all amazing and talented women. Podcasts are almost always playing in my ears when I leave the house - a few favorites; This American Life, Coping in Copenhagen, Real Crime Profile, Crime Junkie, and Someone Knows Something (a theme is emerging with those last few).


"I’m very lucky to have such a wonderful family, and despite nobody being able to frustrate me in the same way, nobody can make me laugh as hard."

If you could have lunch with one person, alive or dead, who would that be?
Can I combine 3 people into 1? My parents and my sister, we all live in different countries, and so we don’t see each other as often as we’d like, and may not for a while in the future depending on how travel pans out. I’m very lucky to have such a wonderful family, and despite nobody being able to frustrate me in the same way, nobody can make me laugh as hard. Give us some wine and access to Spotify, and by the end of the night, a sing-a-long of Queen, Elton John, and George Michael will 100% be happening.


Books, movies, and/or series – what can you recommend?

Books: “The Lovely Bones” by Alice Sebold, “House of Leaves” by Mark Z. Danielewski, “The Road” by Cormac McCarthy and “Bird Box” by Josh Malerman are all favorites of mine (don’t let the shitty Netflix movie turn you off Bird Box - the book is great). I love anything that lets my mind take a break - despite being recommended a million ‘help’ books I just can’t get past the first chapters. My brain does enough ‘inward reflection aka anxiety spirals’ on it’s own.

Series: “Killing Eve” and “FleaBag” - if you haven’t watched them I’m not sure we can be friends. I could also literally watch “Law and Order SVU” any time, all the time.


Which three Instagram accounts should everyone follow?

For ultimate visual inspiration, I’m loving @celine and @jilsander - and as a left field third option @madmax_fluffyroad (I’m not proud but it’s cute).



Who was your first big love?
In order to not overshare, I’m going with Pacey from Dawsons Creek.


What's the single best realization you have ever had?
That I’m the only person who can make things happen for myself - it’s something that took me a shockingly long time to fully realize and something that I can slack on, but it’s the truth. Family, friends, mentors, colleagues, etc. can all help, but you are the one that has to put in the work, ask for what you need and put yourself out there. It can be frustrating and defeating, especially in a creative field like photography, but I’m determined!

"When we got the opportunity to transfer to Denmark with my husband for his job my initial reaction was “hell no”."

What's the best bad or crazy decision you have ever made? That moment that seemed so wrong but turned out so right. If you don't make bad or crazy decisions, have you then ever made a decision that changed your entire life?
Moving to Denmark! Not a ‘crazy or bad’ decision per se, just something that was hard and exciting and completely new. When we got the opportunity to transfer to Denmark with my husband for his job, my initial reaction was “hell no.” We had just spent over a year getting my green card paperwork sorted for me to finally be able to work as a freelancer in America and it seemed like all that work was now for nothing, but after the initial reaction and shock wore off, it became an exciting new adventure and something that Chris and I would get to take on together. We would be insane not to take the chance to live together in Scandinavia! Making the move last year was a really tough few months, and coming to a new country with a new language and no network expanded my brain in new ways - it was ... an experience, but we did it! Despite it still being a little challenging to make friends, I genuinely love it here!


How are you, really? It's nice to check in every once in a while. 
Overall, I’m good! Made it through the past couple of months, which (as they were for everyone) super tough and really uncertain. I spent a lot of time questioning my career and what it might look like moving forward. But as things begin to open up again, and the days are longer, I’m meeting new people and starting to get my creative brain back into gear.

When are you the happiest? 
When I’m on set shooting and collaborating with a team - it’s the time I feel most like myself and capable, productive, and creative all at the same time. I am also my happiest walking through the park and pointing at all the flowers I like, and always when sipping on a glass of wine - wait, also when I’m dancing!


"I try not to let fear control me but sometimes it’s hard not to!"

What scares you the most?
Not fulfilling my personal career goals - I try not to let fear control me, but sometimes it’s hard not to! On the non-rational and less serious front, I’m terrified of frogs.


What keeps you up at night these days?
Thinking of new photography projects and how to get my work out there and meet more people - I think about this too often, my brain is always buzzing. Should I have just chosen a more stable profession, have I failed, have I made a mistake? Should I go to nursing school (the profession I see as truly noble and a genuine way to help others), but then practically, I am very squeamish about blood so it wouldn’t work. The joys of taking a chance on a creative career!


Tell us one thing people would never know about you by just looking at you?
That I’m a pretty serious introvert - I love being social and can chat with almost anyone, but I need a lot of alone time to recharge.

What habit would improve your life?
So many habits I logically know would improve my life, but doing them is another thing! I think the simplest one that I’m doing a lot more of now is making sure I get outside whenever the sun is shining - it vastly improves my mood and outlook and helps my brain open up to new ideas.

We all have qualities that don't really have any rhyme or reason. What is one thing you don't understand about yourself? 
The fact that I can still be fearful and reluctant to do things I know will be good for me, or that I’ll enjoy.


What works for you at the moment, and what doesn’t?
Actively reaching out to people works, making mood boards, writing lists, getting outside, and taking a dance class! What doesn’t work for me is staying inside all day and going down an Instagram spiral. I currently do a ‘healthy’ mix of both things that work for me and those that don’t!


"I also feel my best after showering off a long day, and doing an extended skin care routine with a glass of pink wine and an ice cube (because I’m classy like that)."

When do you feel the most comfortable in your own skin?
When I’ve got on some of my favorites music, and I’m dancing - or when I’m in a dance class (back when we had those!). I also feel my best after showering off a long day and doing an extended skincare routine with a glass of pink wine and an ice cube (because I’m classy like that). Any time I’m wearing a robe is a good time.

What makes you feel insecure?
Comparing myself to other people - especially other people doing the jobs or having the career that I would like for myself. This isn’t an attractive quality, but I know I’m not alone in feeling this way. It’s something I’m actively working on, and I’m trying to use these people’s work as inspiration rather than a reason to feel ‘less than.’


What's the best thing about the next thing you are during?
The best thing is being able to take photos with other humans! I have a couple of shoots lined up, and some creative ideas in the works. Putting those into practice will feel amazing.

"Plans are worthless– but planning is everything" – Dwight D. Eisenhower. What does the future look like for you – what are your dreams and goals?
Being a full-time photographer here in Copenhagen - I dream of having a diverse and supportive network of friends and colleagues, as well as a team of creatives that inspire me and that I get to create work with. I dream of traveling more with my husband and exploring more of our new home. I also have a goal to learn Danish - my official lessons begin at the end of June! Being able to converse just a little bit more with my new Danish neighbors will make me feel so much more at home.



"Stepping back and taking a moment to remember the ‘big picture’ and what I want for myself and my family motivates me and helps me get back on track when I feel overwhelmed with self-doubt or rejection."

What (or who) motivates you in difficult times? 
Stepping back and taking a moment to remember the ‘big picture’ and what I want for myself and my family motivates me and helps me get back on track when I feel overwhelmed with self-doubt or rejection. I also know that I respond well to a deadline - I will get shit done if you give me one!

Good advice is priceless. What is the best piece of advice you’ve ever gotten?

So much good advice and so much of it is not new, but it works. A few personal favorites:

1) Make a list - when things get overwhelming, write down your thoughts to get them out of your head. I'm not a great writer, so a list of bullet points and things to do helps me a lot.

2) Take the first step - even if its a super small one

3) The classic "this shall pass" - this is really helpful to always remember, nothing is 'forever.'

4) Ask for help - one of the lessons of growing up has been learning that nobody can read your mind. If you don't ask for help or for what you want, you will rarely get it.

What is the kindest thing anyone ever said to you or the best compliment anyone ever gave you? 
That I’m a good listener - as an anxious person, I’ve learned that sometimes people just need an ear, someone to listen to them and not offer solutions or try to solve the issue. I’ll also always die of happiness to get a compliment on my work!

How do you heal a broken heart?
I do not have the answer to this - I don’t think you can ever really heal from it. But you can move onwards and upwards, and things will get a little less painful each day, month, year.




What is going to be the next big thing? (concepts, businesses, ideas, mega trends, etc.)
Sustainability in all its forms and across all levels of business and development. I also think micro-businesses and utilizing your local networks, teams, and resources, etc. will become more and more important - especially now as we can’t travel but hopefully also after these pandemic times have passed. Brands, especially in fashion and marketing, often forget to hunt for talent in their own networks and cities.

We would love to find out about cool new places and things to do in your area. What are your favorite places? Where do you like to go to have fun? 
Since we’re all staycationing right now, some places I love in Copenhagen are Assistens Kirkegård for quiet walks, Dürüm Symfoni for the best kebabs ever, Louisiana for inspiration and Colpo Grosso for amazing pizza.


What is the most favorite, most useful, and most useless object you own, respectively?

Most favorite: There are a few items that I cherish and have traveled the world with me … my wedding ring, my passport, my mother's necklace, notes from family and friends that I will always keep.

Most useful: It's not cool, but my computer and phone. There is no escaping the amount of screen time I require to function in the world.

Most useless: There were definitely more than a few items we shipped from NYC to Copenhagen that ended up being recycled or sold as soon as we unpacked them. Moving countries does make you realize how much useless crap you accumulate - never again!  

What was the last thing you searched for on your phone? Be careful: you might be required to show proof. 
I googled the perfect fit for Birkenstock's - not a sexy search but a practical one. I like to research things that are super obvious or very personal (like the fit of a shoe ... you know - stuff that you should be able to figure out yourself).

Call or text? Which is better, and why?
90% of the time, I’m all about the text - it’s quick and to the point, and it eases my social anxiety to not have to talk on the phone. But there is a time and place for a phone call, and sometimes it’s just easier to talk it out.


What is your pet peeve?
Being late to me is the height of rudeness.


What is the most interesting thing in your trash can?
I’ve literally never been asked this - looking into my trash can I guess I would have to say a watermelon rind? It was delicious and makes me feel like summer is here already.


You’ve been given an elephant. You can’t give it away or sell it. What would you do with it?
Do I also have lots of money? I would buy it acres of land to roam free in and possibly some more elephants to keep it from being lonely.



What is the meaning of life?
I don’t think there is a meaning to life - which is liberating! You have to find joy and fulfillment in your own way. This is easier said than done and something I’m striving for and working towards myself.


Look, mom, I made it! – How do you define success? 
I don’t think I’m there yet. I do have some particular goals I’m working on getting to, and in my mind, they ‘define success,’ but the goal post is always shifting. If I can be regularly working as a photographer, taking time to spend with family, and with a lovely network of friends, then I’ll consider myself successful!



Name three people you would like to answer these questions?

Petra Kleis, Photographer (Copenhagen, DK)

Laura Richards, Criminal Behavioral Analyst (UK)

Phoebe Waller-Bridge, Actor/Writer/Producer (UK)

How would you describe LULU—LAND?
A collective of people, thoughts, ideas, and art all rolled into one - it is whatever you want to make of it, as long as you have passion, desire for change, and a love of creating.

"I Might be a photographer, but I can't take a selfie, if my life depend upon it"



NAME Stephanie Geddes



INSTAGRAM @stephgeddes

LINKEDIN Stephanie Geddes



PHOTOS BY Stephanie Geddes

Written by
Louise Bøgeskov Hou
Editorial #05: Social Justice & Equality
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Peaceful Black Lives Matter demonstration in Copenhagen, May 31, 2020. Photo @blacklivesmatterdenmark

Hi, my name is Louise. For those of you that don't know, I'm the Founder & Creative Director of LULU—LAND. I don't usually write personal posts, but these are the times to break habits!


I've taken some time to figure out how to address the current situation of the world in the right way. Honestly, I've been afraid of saying the wrong things. Who am I as a privileged white woman to say anything at all when it comes to racism against Black people and POC? However, I've come to the conclusion that the only wrong thing would be to say nothing at all. We can't be neutral when it comes to racism, discrimination, and inequality. Silence is a quiet acceptance of the status quo.

As a European, when watching an unarmed man getting killed while in police custody, protests against racism, and the overall injustice happening in America, the easy thing would be to dismiss it all as an American problem. But we all know that in truth, racism and inequality are global problems, that come in many different disguises.

As a white female, born in a tiny, wealthy, country (Denmark) with free access to education, a high level of social security, and a passport that allows me to go just about anywhere in the world, I am beyond privileged. I've had advantages and opportunities that most people don't have, and I am well aware of that fact. I make an effort to remind myself not to complain, and I try to use my privileges to the best of my ability. I've never been attacked verbally or physically because of the color of my skin, or as such experienced racism first hand on my own body. I have no idea what it feels like having to deal with racism on a regular basis. I can only listen and try to understand.

For the past week, I've been silent, observing, listening, learning, and reflecting. I am horrified by the things I see and by the injustice that still exists in this day and age. Like many others, I've been trying to get a grasp on how I can use my privileges to support the change that's obviously needed.
I firmly believe that change starts within ourselves. We all have the ability to take small, simple actions that will generate impact short-term as well as long-term – even the largest changes occur in tiny increments.

For me, this means that we have to call out racism, discrimination, and inequality when we see it. We need to look within ourselves to understand any subconscious biases we might have. We must make it a priority to change our thought patterns, our behavior, and our language and work with our friends and community to do the same.

LULU—LAND was founded based on a dream of creating a community for all of those, like myself, who thrive with fluid boundaries and whose restlessness and creative mindset are their greatest strengths. 

LULU—LAND is for EVERYONE who gets it, regardless of ethnicity, gender, color, sexuality, religion, and background! It's about finding your own path, learning from each other's differences, experiences, unique perspectives, and about sharing inspiration to create positive change. It's a platform that forms and grows with us as a community.

This past week has made me realize that it's time for an internal adjustment. As of today, LULU—LAND Journal has a new category; 


It's essential for me that the issues around these matters become an integral part of LULU—LAND for as long as it's necessary. Racism and inequality are deep-rooted problems that we cannot solve before we truly understand the dynamics behind them and how it affects the people exposed to them. Racism, in any way or form, should not exist. Whether it's individual racism, systemic racism, or the so-called casual racism that has become a seemingly innocent part of everyday bantering. We can't ignore it just because it makes us uncomfortable. We need to get comfortable being uncomfortable. The magic"progress," "development," "growth," and "change" happens outside of our comfort zones.

I would like to invite anyone in the LULU—LAND community to inspire positive change by sharing their perspectives, thoughts, feelings, insights, and learnings on topics within this category. At LULU—LAND, we welcome contributions in any form (writing, photography, music, graphics, illustration, video, etc.) that can help create more awareness. I see a lot of rightful anger that needs to be channeled into action and initiatives towards creating positive change. Hate and violence is not the solution.

Through this initiative, we want to take part in sustaining the current momentum and raise awareness in a peaceful, courageous, responsible, and inspiring way. I know this isn't enough. However, It's a small start and our attempt at taking a step in the right direction, not just this week or the next, but for at long as it takes to create real change.

At LULU—LAND, we commit to being part of the solution. The truth is we can all do better. There are no excuses. If you want to contribute to the LULU—LAND Journal, have an idea, or a suggestion on how we can improve –  we're all ears. None of us are perfect. We all make mistakes. It's how we deal with them when made aware and how we move forward, that truly matters.




10 STEPS TO NON-OPTICAL ALLYSHIP by Mireille Cassandra Harper








Written by
the LULU—LAND Team
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Photo @heymrevan

Alana is a Brooklyn-based marketing professional and badass DJ known as LALA. We were lucky to get introduced to her by a dear friend, Carl Carrell, who describes her as a NY homie. We reached out to her, as we would love to promote more awesome and talented females!

Fortunately, she loved the idea of curating a LULU—LAND playlist for you guys on our Spotify. A mix of hip hop, soul, and R&B – feel-good music during and uncertain time. We absolutely love it and hope you'll enjoy it too! We'll definitely go see Alana do her thin' when we are allowed back in NY.

Photo @kinfolk90

Photo @simensez


Photo @cafe.erzulie

Photo @heymrevan

Photo @openingceremony

"The face you make when your song comes on."


NAME Alana "LALA" Garcia

INSTAGRAM @alanitabonita @swapmeetnyc @3rdrailnyc

SOUNDCLOUD lalathedeejay


Written by
the LULU—LAND Team
Instagramlove #04

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#instagramlove is a series of posts where we share some of the accounts we enjoy following. We love accounts that leave us feeling inspired, motivated, and curious. Read more about the series and our view on Instagram here.

Don't forget to unfollow accounts
that make you feel like shit! 

Instagramlove @dsanddurga

D.S. & DURGA is a niche perfume house founded in Brooklyn, NYC, in 2007 by a musician and an architect, D.S. (David Seth Moltz) and Durga (Kavi Moltz). The couple collect herb and floral essences from all over the world and hand craft them into the most incredible perfumes, inspired by music, literature, poetry, travel, history, and fine art.

We discovered the unique brand a little more than a year ago when we walked into their newly opened boutique at 255 Mulberry Street. We immediately fell in love with the universe they have created around their perfumes, the esthetics, and the unique scents. Our current favorite, I Don't Know What – a fragrance enhancer with a transparent radiance that gives any perfume a certain, as the French say, "I don't know what."

Visit D.S. & DURGA in 255 Mulberry Street SUN—WED 11-7 & THU—SAT 11-8 or online on

Instagramlove @carcelclothing

CARCEL — Meet the Danish design duo helping imprisoned Peruvian women find their independence. Since they first began their journey, we have been following these ladies and are genuinely inspired by their way of doing business. They just launched a new initiative; REIMAGINE! Check out their 1st drop launching today, May 20, 2020, at 10am CET here!

"REIMAGINE — The current business model of fashion is broken. We are joining the global movement to re-invent. We are cutting ties with the traditional retail model to avoid stock, seasons, and sales. Instead, we'll be launching drops exclusively online and finding new ways to collaborate with physical stores. This means introducing better prices, limited quantities, and the freedom to act beyond seasons. We are committed to progress. No compromise."

Instagramlove @costarastrology

Co—Star is probably one of the most hyped astrology apps at the moment. We actually don't really know if we believe in astrology or not. However, we've been following the Co—Start Instagram for some time and somehow enjoy the precise daily suggestions that are written in a fresh, quirky, and sometimes extremely brutal tone in the app - it's hilarious! Some days, it doesn't make sense at all; others, it feels like it could fit anyone, but from time to time, it surprisingly kind of makes sense, and it makes you reflect. With its sleek design and graceful illustrations, it's an amusing source of insight and reflection. You can download the app from the Co—Star website here.

Olafur Eliasson. Photo by Alex de Brabant

Meteorological circles, Shanghai, 2016. Photo: Anders Sune Berg

Happiness, Shanghai, 2016. Photo: Anders Sune Berg

Riverbed, Denmark, 2014-2015. Photo: Anders Sune Berg

Studio Olafur Eliasson — Olafur Eliasson's is one of our absolute favorite artists. His art is driven by his interests in perception, movement, embodied experience, and feelings of self. He strives to make the concerns of art relevant to society at large. Eliasson's works span sculpture, painting, photography, film, and installation and not limited to the confines of the museum and gallery. His practice engages the broader public sphere through architectural projects, interventions in civic space, arts education, policy-making, and issues of sustainability and climate change.

The team at Studio Olafur Eliasson comprises craftsmen, and specialized technicians, architects, archivists, art historians, web and graphic designers, filmmakers, cooks, and administrators – art is never boring with these people! While you're at it, check out their kitchen Instagram, @soe_kitchen, and the website

Instagramlove @framacph

FRAMA is a multi-disciplinary design brand that creates lifestyle objects that inspire the senses and encourage mindful living. FRAMA's work connects the imaginative and the practical with an emphasis on natural materials, simple geometries, and uncompromising quality, resulting in a uniquely warm and honest aesthetic. 

We are inspired by the contrasts and simply love the minimalistic design and the comfortable and cozy feeling we get when visiting the showroom housed in the historic St. Paul's Apotek (established in 1878) in the heart of Copenhagen.

Written by
the LULU—LAND Team
Robin Leonard
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Robin is another great friend of ours. He's an adventurer, a professional wakeboarder, an entrepreneur, and a genius at creating a chilled atmosphere and making people feel comfortable around him.

During summertime, you'll most likely find him in Copenhagen Cable Park (CCP), somewhere in the city on a skateboard, or welcoming guests in the evenings at the entrance of Gorilla or Pluto – some of the most prominent restaurants and late-night hang out spots in Copenhagen.

When the wake season ends, and the water in Denmark gets exceptionally cold, he usually travels far south to continue doing what he loves.

We know very few people with Robin's level of energy – but we absolutely love it! We admire his way of always being 100% true to himself, his courage to follow his own path, and do what makes him happy.

We feel very fortunate that Robin agreed to curate this week's LULU—LAND playlist on Spotify – a mix of chilled beach vibes combined with a bit of jungle fever. Enjoy


NAME Robin Leonard

INSTAGRAM @robin2hood

FACEBOOK @robin2hood



LAKOR SOULWEAR @lakorsoulwear

ONE OPEN SKY @oneopensky

BODYLAB @bodylab




THE ORGANIC ENERGI PROJECT @theorganicenergiproject

Written by
the LULU—LAND Team
"It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat."
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This quote by Theodore Roosevelt, from a speech at the Sorbonne in Paris, April 23, 1910, resonates with us. We have stumbled upon it several times lately, and thought to share it. It reminds us to be mindful of whom to take critique from and who’s opinion matter. It encourages us to keep doing what we are doing, taking risks, and daring to do things differently.

"It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat."
Written by
the LULU—LAND Team
Jamil James Fearrington
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Jamil is a Danish American soccer player, and a very dear friend of ours, who had a somewhat challenged and interesting path to where he is today.

He is born with music in his blood as his dad is the renowned Copenhagen based-American drummer Norman Fearrington, who played with, among others, Tina Turner, Santana, Billy Paul, David Bowie, and Ray Charles.

Growing up, it quickly became apparent that he hadn't just inherited his dad's knack for rhythm and music. He was also a talented athlete and a promising soccer player. Cutting a long story short, Jamil's soccer career became somewhat turbulent with its highs and lows. However, he refuses to let other people's preconceived attitudes keep him from living his dreams.

When we met Jamil almost 10 years ago, he was rootless, stumbling to find a foothold, and trying to figure his next move.

Today, he is still playing soccer and is educated as a professional coach. He produces music as a hobby and uses his experience and the lessons he learned, as a young adult, to teach challenged kids with difficult backgrounds in Copenhagen.

He has become a recognized voice in the Danish soccer world, not afraid to speak up when something isn't as it should be. For the past 3 years, he has put on his rainbow-colored captain band every time he has stepped into the soccer field to set focus on homophobia and discrimination.

Somehow, Jamil always seems to show up on our path exactly when he is meant to. He is one of the most supporting, loving, and considerate men we know. He didn't hesitate for a second to say yes when we asked him if he would curate a Spotify playlist for LULU—LAND – a mix of rap, soul, and R&B. Enjoy!


NAME Jamil James Fearrington

INSTRAGRAM @ayjustcallmejay

Written by
the LULU—LAND Team
Instagramlove #03

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#instagramlove is a series of posts where we share some of the accounts we enjoy following. We love accounts that leave us feeling inspired, motivated, and curious. Read more about the series and our view on Instagram here.

Don't forget to unfollow accounts
that make you feel like shit! 

#instagramlove @officemagazinenyc // Issue 12 — Spring / Summer 2020

officeoffice was founded as a print magazine in New York City in 2014. Today, it's a global media network designed to subvert convention with an unorthodox approach to fashion and creative culture at large. We have been following office since the very beginning, online as well as offline, they never fail to inspire and always have a quirky and unconventional angle to whatever topic they treat. Check out their website Don't forget to click uncensored while you are there, and make a pre-order if you are interested in getting your hand on Issue 12 — Spring / Summer 2020!

#instagramlove @vermland.cph

Vermland — is based on a refined yet experimenting approach to product design, interiors, and architecture. By intertwining traditional Danish crafts with an investigative interest in new materials, they create nontraditional design rooted in nature. At Vermland, architects and craftsmen work closely together, enabling them to experiment, draw and produce state of the art solutions directly from their workshop in the heart of Copenhagen. They have a way of merging Scandinavian aesthetics with a contemporary elegance that ensures relevance and timelessness at the same time. Check it out – it's simply stunning!

#instagramlove @tableau_cph

TABLEAU welcomes you into a rather unique space in the heart of Copenhagen – a colorful universe of contemporary art, design, and flowers. The studio creates new and innovative objects and vases to showcase flowers and plants in an unpredictable manner. The space functions as a gallery that hosts exhibitions curated by different artists who share the same vision. It's a celebration of craftsmanship and a mix between raw materials and the softness of flowers. Also, check out their beautifully designed website,, and visit the webshop while you are at it.

미식 美識 Meeseek — A remarkable merge between a gallery and a Korean tea house. We love the aesthetics and hope we'll have the chance to visit this tiny gem in Seoul in the future – until then, we'll continue following them in cyberspace. We miraculously found our way to Meeseek, recently, when they did an exhibition streaming with one of our friends, Peter Amby, the owner of Last Resort Gallery in Copenhagen.

#instagramlove @masseykleingallery

Massey Klein Gallery — is a contemporary art gallery located in the Lower East Side of NYC. The gallery supports both local and international mid-career and emerging artists. Husband and wife team, Garrett Klein and Ryan Massey, believe in the collaborative partnership between artist, gallery, and collector. The gallery functions as a meeting place where collectors and the general public can experience carefully curated exhibitions and foster meaningful relationships with art. We'll definitely drop by the next time we are around. Check out exhibitions at

Written by
the LULU—LAND Team
Carl Carrell
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Carl Carrell, also known as CRL CRRLL, is a Denver-based DJ, producer and content creator. He works with everything that moves him and has an open mind and open heart towards creative projects of all kinds.

We meet Carl in a somewhat questionable hostel lobby in Bowery, Manhattan, NY, less than a year ago. He was in the city preparing for a couple of gigs, and we just arrived, jet-lagged out of this world from a 30 some hour flight from South East Asia. Both of us were only there for the night. Luckily, we connected before he went out in the night, and we fell asleep.

We feel very fortunate that Carl agreed to curate our very first LULU—LAND playlist on Spotify – a mix of funk, soul and disco, with a modern twist. Enjoy!


NAME Carl Carrell/ Crl Crrll (Denver, US)


INSTAGRAM @crlcrrll

FACEBOOK @crlcrrll

TWITTER @crlcrrll



Written by
the LULU—LAND Team
Remote Internship Opportunity!
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LULU—LAND is a tiny global community for creative "kids," artists, photographers, designers, musicians, filmmakers, writers, athletes, and entrepreneurs – all of those to whom crazy ideas and thinking differently somehow comes naturally. A community that brings together like-minded creators, thinkers, troublemakers, popcorn brains, nomads, explorers, geeks, rebels, and curious outsiders, who thrive with fluid boundaries and whose restlessness and creative mindset are their greatest strengths.

LULU—LAND allows for fun ventures, collaborations, and crazy ideas at the stage where no one knows if they'll fly or fall. There are no rules. We experiment, we learn, and we grow in the process. We love to challenge the status quo, and we seek to move people. We're inspired by the madness around us and like to share that inspiration.

LULU—LAND is an idea of creating something; we don't know exactly what is yet. A space that emerges, evolves and develops over time, a platform that's able to grow with us. It's our workspace, an office, a creative studio and bureau, a shop, and a journal. It's a collection of ideas, curated inspiration, a pop-up store, events and happenings, an exhibition, a workshop, ... We never completely define it: in that sense, LULU—LAND is continually changing. The overall purpose is to inspire. We firmly believe that happiness is a journey, not a destination.

As a small startup, with limited resources, it's crucial for us that we spend our time right, and that both our interns and we feel like we're getting the most out of the internships we offer. Therefore, we always start by aligning expectations. We create a development plan for the time you are working with us and make sure to set clear development goals together.

As a remote intern at LULU—LAND, you'll get the chance to work with:

· Content creation
· Visual communication
· Graphic design
· Social media
· Copywriting
· Ecommerce
· Digital media
· Community management
· Project management
· Business development
· Research, etc.

If you're interested, please write and tell us;

1) a little bit about yourself

2) what you'll bring to our team

3) why you want to be our intern

4) most importantly, what inspires you?

The internship is unpaid [none of us are getting paid at this stage]. Therefore, we fully understand if you need to have another job or study at the same time, and we are flexible with the hours.

We are currently based in Copenhagen due to the COVID19 outbreak. However, you can work from anywhere you like as long as you have a computer and a stable internet connection :)

Written by
the LULU—LAND Team
Brené Brown: The Power of Vulnerability
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This video has made it into the list of our favorite TED talks, and it seems like we are not the only ones who think that this lady rocks. The Power of Vulnerability is one of the top five most viewed TED talks in the world, with over 47 million views.

Brené Brown is a research professor (/storyteller) at the University of Houston. She has spent the past two decades studying courage, vulnerability, shame, and empathy, and is now using that work to explore a concept that she calls Wholeheartedness.

"Wholehearted living is about engaging in our lives from a place of worthiness. It means cultivating the courage, compassion, and connection to wake up in the morning and think, No matter what gets done and how much is left undone, I am enough. It’s going to bed at night thinking, Yes, I am imperfect and vulnerable and sometimes afraid, but that doesn’t change the truth that I am also brave and worthy of love and belonging."


If you find this TED talk as interesting as we did, you should also check out Brené Brown: The Call to Courage on Netflix.

It's a 2019 documentary film directed by Sandra Restrepo. The documentary depicts Brené Brown as she discusses what it takes to choose courage over comfort in today's culture.


If you still haven't had enough, she is also the author of five number one New York Times bestsellers:

Dare to Lead: Brave Work. Tough Conversations. Whole Hearts (2018)

Braving the Wilderness: The Quest for True Belonging and the Courage to Stand Alone (2017)

Rising Strong: The Reckoning, The Rumble, The Revolution (2015)

Daring Greatly: How the Courage to Be Vulnerable Transforms the Way We Live, Love, Parent, and Lead (2012)

The Gifts of Imperfection: Let Go of Who You Think You're Supposed to Be and Embrace Who You Are (2010)


NAME Brené Brown


INSATGRAM @brenebrown

FACEBOOK @brenebrown

TWITTER @BreneBrown

LINKEDIN Brené Brown


TED – Ideas worth spreading

Written by
Louise Bøgeskov Hou
Editorial #04:
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Image: @squaresayings

... in one way or the other, to find a way through this madness. Everyone is under extraordinary pressure and dealing with an extreme degree of uncertainty. We don't know when this will end and exactly how the world will look like on the other side.

Essential workers and healthcare personal work their asses off, under challenging conditions, to get us through this nightmare. In some places, even without the necessary equipment and protective measures. Thank you!

Exposed elders and those at the highest risk deal with fear, isolation, and loneliness.

Parents have to find ways to manage homeschooling children while working full-time jobs, ordering groceries and cleaning at the same time.

Kids and young people miss their friends and everyday routines – students universities, etc.

No wonder a lot of us feel a sense of unease, restlessness, and even claustrophobia.

People lose their jobs with no safety net. Freelancers and creatives struggle to survive. Entrepreneurs and business owners see everything they have worked hard to built fall apart and are, to say the least, financially screwed.

Politicians are handling a pandemic and health crisis that affect the whole world while trying to avoid sending entire nations into a deep financial depression.

Families have lost, and families are losing loved ones to the virus every day.

I could go on ... but you get the point.

We all struggle in our own way! Be kind. Be considerate. Communicate. Listen. Don't be afraid to reach out if you need a hand and do what you can to help others through this madness.

I am fortunate enough to live in a country (Denmark) with a robust economy and social security system, that has reacted resolutely and without hesitation to the COVID19 outbreak. With a cautious optimism, it seems like we have managed to break the much talked about, curve. We are in lockdown but still allowed to go outside as long as we keep a safe distance and don't gather more than ten people.

However, it touches me deeply to see how other counties have reached and are reaching the limits of what their healthcare systems can handle, people are quarantined and restricted not to go outside of their homes – It's terrifying.

I consider NYC my second home, and it's unbearable to follow how the virus spreads at the speed of lightning, and how thousands are dying. I can't even start to imagine the powerlessness the New Yorkers must feel.

Horrible images from the situation in China and Southern Europe will probably be stuck in my memory forever.

At the same time, I'm blown away and astonished by the helpfulness and compassion I see everywhere around me. How people help each other overcome challenges and come together to fight this. Creativity is flourishing, that's for sure!

I personally worry about family members at risk, economy, my business, etc. For a second, I felt like I was back at square one when borders throughout Europe closed, and my plans to live and work from Barcelona for three months was canceled overnight.

I've been struggling with a sense of restlessness. I suck at being stuck in the same place for too long. I have found it unusually hard to motivate myself and get things done. I can't really figure out why I feel the way I do. I have been tired and not quite like myself, less productive and less inspired, which is kind of a problem when you are trying to make a living out of sharing inspiration.

In the beginning, I was super annoyed with myself and the situation. I felt paralyzed and unable to do anything, but I quickly realized that I had to knock myself out of the paralysis and remind myself that a lot of people are during a lot worse.

I had to do something and hope things would change as I move forward. Getting the LULU—LAND Shop up and running had been on my to-do list for months, but didn't have the time to focus on it. In the first week of the lockdown, I had the limited edition tote bags designed, printed, and ready to ship. In addition, I've tried to make new routines to fit the situation – habits that hopefully will benefit me when this is over as well.

  • I get up early and write down my thoughts every morning.
  • I try to schedule my days and the things that I want to do, to be more productive.
  • I've started to do home exercises. Nothing extensive. Just a few squats, sit-ups, and push-ups every day (My ass was getting flat).
  • I enjoy longs walks, while listening to music, or podcasts.
  • I have been eating healthier and I try to get into the habit of drinking more water (I drank like zero water before).
  • I read every night and try to get at least 8 hours of sleep.
  • I try my best to accept that this is an extraordinary situation, that things are not as they usually would be, and allow myself time for reflection and relaxation without becoming lazy.
  • I help creatives and small local businesses in the ways I can (Engage on social media, buy gift cards to my favorite coffee shops, take away, home delivery of flowers, etc.)
However, there is no one fits all. Really, take a bit of time for yourself to figure out what you need to be okay, even if it is just a few seconds (Breathe). Notice how you feel – it's okay. Do the things that you usually don't have time for. Accept the things you can't or don't get done right now. Let go of what's outside of your control and work with the things that are in your control. Try to be tolerant. Most people are pushed outside of their comfort zones. Everyone is dealing with their own s***. 

Yes, 2020 has been off to a terrible start, but at LULU—LAND, we are full of hope. We firmly believe that things will change for the better. There will be grieving of the past. However, we have been giving an opportunity to recalibrate, find out what's really important to us, and rethink how we do things. We feel confident that it will become easier to create positive and sustainable change in the future.

In the coming months, we will focus on gathering contributors for the LULU—LAND Journal. Creators, writers, artists, musicians, entrepreneurs, athletes, great thinkers, etc. who will love to share their stories, work, ideas, different perspectives and other inspiration. Our goal is to be able to update the journal daily within six months.

Further, we have a couple of exciting new collaborations coming up that we look forwards to share with you. Right now, we are working on a project called the "The Creative Manifest". If you are curious, sign-up to our newsletter and follow us on Instagram

Finally, we'll hopefully be able to expand our team by offering a remote internship. As our intern, you'll have the opportunity to work closely with us on developing LULU—LAND from anywhere you like (with a stable internet connection). Don't hesitate to contact us, if you're interested and want to know more. Write an email to, tell us a little bit about yourself, why you want to be our intern, and, most importantly, what inspires you.


Written by
the LULU—LAND Team
Instagramlove #02

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#instagramlove is a series of posts where we share some of the accounts we enjoy following. We love accounts that leave us feeling inspired, motivated, and curious. Read more about the series and our view on Instagram here.

Don't forget to unfollow accounts
that make you feel like shit! 

#instagramlove @jeromevintage & @rosyvintage_cph

Jérôme Vintage is a Copenhagen based vintage boutique specialized in selecting and selling fine vintage clothing. We love how they make vintage garments look stylish as f***.

Also, check out the little sis Rosy Vintage

"The rebellious and non conformist new girl on the block with immaculate taste and chic sense of style who has taken on the daunting task of changing the way we consume and think about fashion. Her mission is clear; to democratize vintage fashion and make it accessible for everyone regardless of gender, income, or origin without compromising neither the aesthetic appeal nor the exclusive shopping experience.

Rosy, was basically conceived from the wish and need to make consumers more aware of the negative consequences and environmental impact of the fashion industry. It is imperative that we move away from the current paradigm sooner rather than later and make a collective effort to see that vintage and resale, in general, become the norm rather than the exception. This is only possible when vintage fashion becomes more inclusive, more affordable, and more easily attainable."

Rumor has it that they are working on creating an online shop as well, you can sign up to their newsletter here.

Jérôme Vintage: Gl. Kongevej 105, 1850 Frederiksberg, Denmark // Rosy Vintage: Kronprinsensgade 9, 1114 Copenhagen K; Denmark

#instagramlove @rupikaur

Rupi Kaur ( is an Indian-born Canadian poet, illustrator, and author. She started drawing at the age of five when her mother handed her a paintbrush and said—draw your heart out. We love her minimalistic, playful and feministic, yet bold visual poetry.

#instagramlove @jonathanfaust

Jonathan Faust ( is a Copenhagen based designer specialized in typography and conceptual packaging with a primary focus on the consumer category and concept development. We have known Jonathan and been following his work for the past 10 years. His hand-lettering keeps astonishing us. He combines good craftsmanship and graphic design like no one else. Yes, he is left-handed and a typography genius. Jonathan currently works at the Danish strategic design agency, Everland.

#instagramlove @lesparisiennesdumonde

Les Parisiennes du Monde is a dreamy universe of inspirational photos found and reposted from around the worldwide web combined with captivating captions. Careful, you might get an overdose of love. 578t followers, just saying.

#instagramlove @heidarlogi // Photo by @nattesfred

Heiðar Logi is an athlete and cold water surfer from Iceland. His photos are incredible and we find his story very relatable. We first heard about him in a podcast he did with Joel Runyon  a while back (Listen to the podcast here) and later in the video above he did with North66. When he isn't chasing the next wave in Iceland, he travels, have a knack for yoga and wood craft.

Written by
the LULU—LAND Team
Derek Sivers: The Meaning of Life
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What is the meaning of life?

Ouch, that's a complex one. This explanation by Derek Sivers somehow resonates with us, and we hope you'll find it as interesting and inspiring as we do!

"Watch," or actually just listen, and let us know what you think.


There’s a true story about the student who showed up late to math class. He copied the problem that was already written on the board, assuming it was homework, and solved it that week. Only afterwards did he find out the teacher put it on the board as an example of an unsolvable problem.

This question — “What is the meaning of life?” — is the classic unsolvable problem. For thousands of years, people have been trying to figure it out. It’s the punchline cliché of unanswerable questions.

But right now, let’s be the naive ones that don’t know it’s considered unsolvable, and just figure out the meaning of life in under 20 minutes. OK?

LIFE IS __________

What word do you think goes in that blank? Life is what? Any ideas?

Let’s look at some of the different options that philosophers and smarties have said.


Some say life is time. Life is all about time. The definition of life is the time between when you’re born and when you die. So the literal meaning of life is time.

So if life is time, the way to have a good life is to use time wisely.

How can you use time wisely? Five ways.

1. Remember it’s limited

If you find out tonight that you’ve only got one year left to live, you’ll make the most of this next year. If you act like life is infinite, you won’t.

To achieve great things, two things are needed: a plan, and not quite enough time.

Give yourself tight deadlines. Remember you could die at any time. Don’t delay.

How can you use time wisely?

2. Be mostly future-focused

Make most of your current actions serve your future self. Learn, practice, exercise, delay gratification, save and invest your money, and build towards your ideal future. People who do this are more successful and even happier.

But too much future focus leads to being a successful person on your 4th marriage, with no true friends. Too much future focus can take time away from important things that need you to be in the moment.

How can you use time wisely?

3. Be somewhat present-focused

Sometimes, pull your head out of the future, and give your full attention to the present. Relationships, communication, and sex require this.

But too much present focus is hedonism: living only for immediate gratification with as much excitement and novelty as possible.

Too much present focus leads to an empty bank account and no impulse control.

Too much present focus robs you of the deeper happiness of delayed gratification, achieving long-term goals, and developing valuable expertise.

How can you use time wisely?

4. Be somewhat past-focused

To remember your past is to live twice.

Keep your life in the context of the past, to see how far you’ve come.

Put aside time to re-interpret your past events, as a powerful reminder that you can re-interpret your present and future, too.

How can you use time wisely?

5. Get in the zone

You know the feeling of flow — where you’re focused on work that’s not too easy and not too hard — where the work itself has clear goals and is its own reward.

People at the end of their life who claimed to be the happiest with their life were the ones who had spent the most time in this state of flow.

For a good life, pursue the work that puts you in this state, and avoid the things that pull you from this state.

Let’s say life is time. What do you think? Pretty good argument?

Let’s look at another perspective.


Some say life is choice. Life is all about choice. You make a hundred little choices a day, and a hundred big choices in your life. These choices change your entire life. Your life is created by your choices. Therefore life IS choice.

So if life is choice, the way to have a good life is to make good choices.

How can you make good choices? Four ways.

1. Let instinct trump logic

The different parts of your brain started developing at different periods in evolution. The oldest part of your brain, the one that’s been evolving since we were fish, deals with instincts, fears, and gut feelings. The newest part of your brain, the one that’s pretty uniquely human, deals with logic, language, and predictions.

This newest part is still in beta. A $5 calculator can beat it at math. But this oldest part was launched a billion years ago, and has been in production and development ever since.

Everything you observe and learn is first processed by your logical brain, but then the results are permanently stored as instincts, fears, and gut feelings. Your instincts and emotions hold the culmination of everything you’ve ever observed and learned. So you’ll make better choices if you listen your instincts, instead of relying too much on your $5 calculator beta brain.

How can you make good choices?

2. Stop at good enough

You now have more options than ever. You try to choose the best option, the best career, the best school, and the best boyfriend/girlfriend/partner/spouse.

But thinking this way makes you feel worse about the choices you’ve made. You’re more aware than ever of all the options you didn’t choose, and the benefits of each.

So don’t seek the absolute best. Stop when you find an option that is good enough. You’ll make an equally good choice, but more importantly, you’ll feel much better about it. Happiness counts.

How can you make good choices?

3. Set limits

Every choice you have to make causes a little bit of pain. Having choice in life is good, but having more choice is not always better.

You’re happier when you let other people make some choices for you. If you’re very sick, you want your doctor to choose what’s best, not say, "There are dozens of good options. What do you want to do?" This is the appeal of religion. It gives you rules. It makes many of the choices for you.

So set limits to your choices in life. Cut off some options. Give yourself rules.

How can you make good choices?

4. Choose important not urgent

You know the difference between what’s long-term important versus short-term urgent.

What’s urgent are emails, texts, tweets, calls, and news.

What’s important is spending a thousand hours to learn a new skill that will really help you in your life or work. What’s important is giving your full undistracted attention to the important people in your life. What’s important is taking time to get exercise, or to collect and share what you’ve learned.

But none of these things will ever be urgent.

So you have to ignore the tempting cries of the urgent, and deliberately choose what you know is important.

So life is choice? What do you think? Pretty good argument? Let’s try another.


Some say life is memory. The future doesn’t exist. It’s something we imagine. The present is gone in a millisecond, so everything we experience in life is a memory. You could live a long life, but without a lot of memories, you only experienced a short life. If you don’t remember your life, it’s like it never happened. So life is memory.

So if life is memory, the way to have a good life is to make more memories.

How can you make memories?

Change routines. Break monotony. Move. Make a major change whenever you can. These are your chronological landmarks. These are the hooks where you’ll hang your memories.

Document it. Blog it. Not in a company’s walled garden, but in a format you can archive and look through in 50 years, or your grandkids can look through in 100 years. Keep a private blog for your future self, and tell the tales of where you’ve been, what you did, and the quirky people you’ve met along the way. You’ll be surprised how much you forget if you don’t record it.

Socrates said the unexamined life is not worth living. What about the forgotten life?

So life is memory? What do you think? Want to do another?


Both my smart friends and my spiritual friends insist that the meaning of life is learning — that the reason you’re here is to learn. Not just for your own sake, but for everyone alive, and future generations, the meaning of your life is to learn.

So if life is learning, the way to have a good life is to learn a lot.

How can you learn a lot?

Instead of talking about learning techniques, let’s talk about getting the right mindset, so you can learn more than you realize.

You’ve probably heard about the Fixed mindset and the Growth mindset.

The Fixed mindset says, "I am good at this" or "I am bad at this". This starts in childhood when your parents say, "You’re so good at math!" You think, "I’m good at math!" But then when you do poorly on one test, you think, "They were wrong. I’m not good at math.” Most people think this way. You can hear it when they say, “She’s a great singer” or “I’m just no good at dancing.”

The Growth mindset says, "Anyone can be good at anything. Skill comes only from practice."

Two impossibly hard tests were given to hundreds of children. After the first test, all of the students were praised, but half of the students were privately told these 6 words: "You must be good at this." The other half were privately told these 6 words: "You must have worked really hard."

When they were given the second test, the students who were told, "You must be good at this", did 20% worse on the 2nd test. Those 6 words encouraged a fixed mindset that made them feel there was no point in trying. You either are or you aren’t.

The students who were told "You must have worked really hard", did 30% better on the 2nd test. Those 6 words encouraged a growth mindset that made them feel that working harder made all the difference.

So that’s a +-50% difference in performance because of 6 quick words by one teacher.

Multiply that by all the people in your life, all the days you hear feedback, and all the things you tell yourself, and you can see how this simple difference in mindset can make or break a life of learning.

Parents, pay attention to this. You may be harming your kids when you tell them they’re good at things.

Successful people, pay attention to this. You may be harming yourself if you believe the praise that people give you. People tell you you’re great at what you do, never just that you must have worked hard.

So... life is learning? What do you think?


Should we look at the Buddhist idea that life is


Nah, that’s no fun.

Life is


Too ambiguous.

Life is


Too accurate.

Let’s change the subject.


A few years ago, I started learning Chinese. I’m fascinated with the writing. I’m trying to memorize how to write these characters.

Chinese characters look complicated, but they’re mostly made up of smaller simpler characters, the way that English words are made up of Latin roots and such. So you can remember the meaning of each character by knowing the meaning of its ingredients. For example:

语 language = words 讠+ five 五+ mouth 口

So... Language is words that at least five mouths speak? Brilliant!

谢 thank you = words 讠+ body 身+ inch 寸

Hmmm... This one is not so obvious. Maybe the idea is that when you say thanks, you speak words that give a body an inch of respectful space? That’s interesting.

名 name = evening 夕 + mouth 口

So your real name is what’s spoken by a mouth in the evening? That’s kind of romantic.

I get so curious about the historical or cultural meaning behind each one.

Let’s change the subject.


Talking Heads were a great band from the late-70s to mid-80s. Their lyrics were really evocative and mysterious. They made you wonder what they were really about.

Then I read an interview with the Talking Heads where they said that many of their lyrics were just random. They would write evocative phrases onto little pieces of paper, then throw them into a bowl, and shuffle them up. Then they’d pull them out, and put them into the song in that order. They did this because they liked how the listener creates meaning that wasn’t intended.

We assume that if someone writes a song, then sings it on stage into a microphone, that it must have meaning to them.

But nope. It was just random. Any meaning you think it contains was put there by you, the listener, not the writer. Like a Rorschach test.


I got so curious about the historical meaning of these Chinese characters that I got a Chinese etymological dictionary that tells the full history behind every one.

I looked up the examples I gave here, and found out those characters were just phonetic! Those composite character bits were NOT chosen for their meaning at all, just their sound!

So it seems I’ve just been putting the meanings into them, myself. They actually had no meaning at all!

It blew my mind. I had been memorizing hundreds of characters for months, reading all kinds of meaning into the ingredients of each one.

After recovering from that, I thought: How many other things in life really have no meaning? What else have I been putting my own meaning into, thinking it was true?


I know that we’re wired to do it. I know we survived on the savannah for eons because we evolved to look for patterns. Our ancestors are the ones who noticed the patterns of the tiger stripes or the lion face in the grass.

A moth is so deeply wired to fly towards the light that it may never accept that your light bulb is not the moon.

We are so deeply wired to find patterns that we may never accept that many things are just random.

We should have the same sympathy for our faulty wiring as we do for the moth. Evolution taught us to do this thing, but didn’t teach us to stop.

Give us some dots and a line, and we’ll see a face. Burn some toast and we’ll find Elvis in it.

A carrot from my garden looks like Jesus. What does it mean?

A black cat crossed my path as I walked under a ladder on Friday the 13th. What does it mean?

An old friend calls just a minute after I was thinking about them. What does it mean?

What does it mean that you went to a prestigious well-known school? What does it mean that you didn’t?

What does it mean that your good friend died? What does it mean that you’re tall?

What does it mean that you have a lot of followers online? What does it mean that you don’t?

What does it mean that you’re female? What does it mean that you’re male?

What does it mean that you’re an entrepreneur? What does it mean that you’re not?

What does it mean that all of your previous attempts at something have failed?

Nothing! Nothing at all.

Nothing has inherent meaning. Everything is only what it is and that’s it.

So let’s get back to our original question and wrap this up.

LIFE IS _____

What is the meaning of life?

LIFE IS ______








You can tell by the variety of answers that they are just projected meanings.

You can choose to project one of these meanings onto your life, if it makes you feel good, or improves your current actions.

But you know the real answer is clear and obvious now.

Life is (just) life. It doesn’t mean anything.

Erase any meaning you put into past events. Erase any meaning that’s holding you back. Erase those times where people said that this means that. None of it is real.

Life has no inherent meaning. Nothing has inherent meaning.

Life is a blank slate.

You’re free to project any meaning that serves you.

You’re free to do with it, anything you want.

Thank you.


Derek Sivers is a notable American writer, musician, programmer, and entrepreneur best known for being the founder and former president of CD Baby, an online CD store for independent musicians. He started CD Baby somewhat by accident in 1997 when he was selling his own CD on his website, and friends asked if he could sell theirs, too. CD Baby went on to become the largest seller of independent music on the web, with over $100M in sales for over 150,000 musician clients.

In 2008, Derek sold CD Baby to focus on his new ventures. His current projects and writings are all at

You can read more about Derek in his own words here.


NAME Derek Sivers



YOUTUBE Derek Sivers

TWITTER Derek Sivers

Written by
Louise Bøgeskov Hou
"Popcorn Brain - Eating Chaos for Breakfast"
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This is scary. For as long as I can remember, I have dreamed of writing a book. An actual real book. Like a book book. Not just any book, but a book that means something to me and has the potential to make a real difference to others. When I came up with the term “Popcorn Brain,” I knew that was it. My entire life, I’ve had the feeling of being different somehow. I’ve spent a considerable amount of time trying to figuring out why. Popcorn Brain is a reflection of this.

Through the process of defining what it means to have a Popcorn Brain, I realized that I’m not alone. Some have a Popcorn Brain by default; others experience to have a brain that “pops” occasionally or in periods of their lives. The book will explain the term, and provide strategies, methods, and tools to help structure “popcorn” thoughts, balance key areas of life, and gain/regain a sense of direction and purpose.

I promise I’ll do my absolute best to create a creative community that will be truly inspiring, worth following and being a part of. Moreover, I’ll keep you updated on the writing process and make Popcorn Brain strategies, methods, and tools available here on LULU—LAND.


No brain is exactly the same. A Popcorn Brain is a brain that pops a lot of thoughts and ideas, fast. It works perfectly well by its own set of rules. But rears at conformity. Some have a Popcorn Brain by default; others experience to have a brain that “pops” occasionally.

A Popcorn Brain doesn’t have a shortage of attention. It pays too much attention to everything. It can easily have four or five chains of thought going on simultaneously, at any given time. It can fast-forward from A to D, without considering B or C, and jump to solutions that no one else can see. It’s brilliant at absorbing new knowledge, understanding patterns, and assessing situations and information at the speed of lightning, which often makes it exceptionally accurate in predicting future events and outcomes.

It can simplify complexity, and it’s great at focusing on the bigger picture and visioning the future. It’s terrifically creative, intuitive, and adventurous. It can be highly imaginative and simply loves to explore new ideas. It’s curious and often thrives being challenged or thrown into a competitive environment. Some popcorn brains even tend to have a higher risk tolerance and thus become more natural entrepreneurs.

A Popcorn Brain can be so passionate about something that it can go into a stage of hyper-focus or flow that makes it able to forget everything else, including basic needs. Popcorn brains tend to be highly adaptive, and they’re greatly affected by their surroundings. For better and for worse. It makes them outstanding at dealing with change, but it can also make them insecure and question everything and everyone at once.

Popcorn brains excel at procrastination, as they tend to be sidetracked quickly and easily distracted by outside stimuli, as well as by internal thoughts and mind wandering. This might also explain an often highly developed ability to work and make decisions in high-pressure and chaotic environments. Popcorn brains “eat” chaos for breakfast.

A Popcorn Brain is wonderful and lively, but it can also be sensitive. It’s like a turbocharged engine that can go really fast. The only problem is that sometimes it goes too fast.

Popcorn brains can be impulsive and hyperactive. Some overtly hyperactive, others hyperactive internally. Restlessness is often one of a Popcorn Brain’s greatest strengths, as it can be turned into a powerful drive that makes it able to reach goals others might think of as crazy and impossible. However, it’s double-edged as restlessness also makes popcorn brains struggle at times. It’s a feeling that can make it hard to be present and stay in the same for too long. Popcorn brains have no respect for the status quo.

Having a Popcorn Brain can be both confusing and frustrating. It can make you restless, fidgety, and easily bored when it doesn’t feel like the outside world can keep up and become overwhelming when you’re the one who can’t keep up. A Popcorn Brain is fantastic, but it can also throw you off balance from time to time.

Many popcorn brains have had the feeling of being a misfit, in one way or the other. Despite that, most popcorn brains wouldn’t change anything if they could. Popcorn Brain has become an essential part of who they are.

Whether you are born with a Popcorn Brain, or it’s something that you experience occasionally, the strategies, tools, and methods in this book can help you structure your thoughts and clear your mind. It can help you focus, keep that focus, and set actionable goals as well as identifying your core values, give you a sense of direction and help you balance key areas of life.

I didn’t invent any of these strategies, methods, or tools. I somehow stumbled upon them along my way. I combined and developed them to work for myself and my Popcorn Brain. I hope that they’ll be as helpful to you, as they have been to me.


Copyright © Unpublished Work 2019—All rights reserved


Please, write if you have feedback or comments. I'd appreciate :)


I'm looking for representation. Don't hesitate to get in contact with me at, if you find the book interesting and want to know more. [Currently, figuring how to write a book proposal]


I'm looking for entrepreneurs, creatives, artists, writers, poets, etc. who can relate to "Popcorn Brain" and would like to contribute to the book with their interpretation of the term. Please, write me at if you are interested and want to know more.



Written by
the LULU—LAND Team
Editorial #03: Not Gone! Just been Busy.
After a short break, we are back in business. In the following weeks we will share a lot of new and exiting things with you on LULU—LAND. Sign-up to our Newsletter and follow us on Instagram
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Written by
Louise Bøgeskov Hou
Editorial #02: COVID-19

LULU—LAND is a 100% remote micro-business. We have been traveling around the world since day one. Our plan was to work from Barcelona in the upcoming months and then go to New York during summer.
However, due to the severity of the COVID-19 outbreak, we will stay in Copenhagen for an indefinite period of time. A tough decision ...
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LULU—LAND is a 100% remote micro-business. We have been traveling around the world since day one. Our plan was to work from Barcelona in the upcoming months and then go to New York during summer.
However, due to the severity of the COVID-19 outbreak, we will stay in Copenhagen for an indefinite period of time. A tough decision, with severe economic consequences for a small newly established business, but nevertheless the only right decision. We love to travel, but we all need to take care of our selves and each other during this worldwide pandemic.
It feels surreal. We know that there are a lot of people and businesses affected a lot worse by this than we are. We want to encourage everyone to be mindful, considerate, and kind.
Help each other. Support the small creative businesses out there, struggling to survive this madness. Reach out to other people. Like, follow and comment on your favorite local business' social platforms. Make orders online and buy gift certificates if possible. It's the small things that make a difference in times like these.
To all of our friends traveling and working remotely around the world: please, postpone any travel, follow the recommendations made by WHO as well as by your governments in order to stay safe and help slow down the spread of the virus. Even though you are not at risk, locals and other people's loved ones are.
Stay happy, stay healthy, stay safe, and last but not least, stay home. Meanwhile, we will do our best to keep you inspired!


Joel Filipe

Trinity Treft

Lucas Benjamin

Written by
the LULU—LAND Team
"Be A Lady They Said"
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At LULU—LAND, we like to support people who dare. We find this message about the contradictory injunctions women faces in 2020 from Girl Girls Girls MagazineCamille Rainville & Cynthia Nixon incredibly powerful, timely, and important, in an age where we are redefining what it means to be female.
The short now-viral video unfolds the various meanings of the term “be a lady,” outlines the confusing nature of what it means to be a “real woman” and highlights the immense pressure and impossible standards women face in society today. We hope that this will help create a constructive and positive debate. Well done!


Be a lady they said. Your skirt is too short. Your shirt is too low. Your pants are too tight. Don’t show so much skin. Don’t show your thighs. Don’t show your breasts. Don’t show your midriff. Don’t show your cleavage. Don’t show your underwear. Don’t show your shoulders. Cover up. Leave something to the imagination. Dress modestly. Don’t be a temptress. Men can’t control themselves. Men have needs. You look frumpy. Loosen up. Show some skin. Look sexy. Look hot. Don’t be so provocative. You’re asking for it. Wear black. Wear heels. You’re too dressed up. You’re too dressed down. Don’t wear those sweatpants; you look like you’ve let yourself go.

Be a lady they said. Don’t be too fat. Don’t be too thin. Don’t be too large. Don’t be too small. Eat up. Slim down. Stop eating so much. Don’t eat too fast. Order a salad. Don’t eat carbs. Skip dessert. You need to lose weight. Fit into that dress. Go on a diet. Watch what you eat. Eat celery. Chew gum. Drink lots of water. You have to fit into those jeans. God, you look like a skeleton. Why don’t you just eat? You look emaciated. You look sick. Eat a burger. Men like women with some meat on their bones. Be small. Be light. Be little. Be petite. Be feminine. Be a size zero. Be a double zero. Be nothing. Be less than nothing.

Be a lady they said. Remove your body hair. Shave your legs. Shave your armpits. Shave your bikini line. Wax your face. Wax your arms. Wax your eyebrows. Get rid of your mustache. Bleach this. Bleach that. Lighten your skin. Tan your skin. Eradicate your scars. Cover your stretch marks. Tighten your abs. Plump your lips. Botox your wrinkles. Lift your face. Tuck your tummy. Thin your thighs. Tone your calves. Perk up your boobs. Look natural. Be yourself. Be genuine. Be confident. You’re trying too hard. You look overdone. Men don’t like girls who try too hard.

Be a lady they said. Wear makeup. Prime your face. Conceal your blemishes. Contour your nose. Highlight your cheekbones. Line your lids. Fill in your brows. Lengthen your lashes. Colour your lips. Powder, blush, bronze, highlight. Your hair is too short. Your hair is too long. Your ends are split. Highlight your hair. Your roots are showing. Dye your hair. Not blue, that looks unnatural. You’re going grey. You look so old. Look young. Look youthful. Look ageless. Don’t get old. Women don’t get old. Old is ugly. Men don’t like ugly.

Be a lady they said. Save yourself. Be pure. Be virginal. Don’t talk about sex. Don’t flirt. Don’t be a skank. Don’t be a whore. Don’t sleep around. Don’t lose your dignity. Don’t have sex with too many men. Don’t give yourself away. Men don’t like sluts. Don’t be a prude. Don’t be so uptight. Have a little fun. Smile more. Pleasure men. Be experienced. Be sexual. Be innocent. Be dirty. Be virginal. Be sexy. Be the cool girl. Don’t be like the other girls.

Be a lady they said. Don’t talk too loud. Don’t talk too much. Don’t take up space. Don’t sit like that. Don’t stand like that. Don’t be intimidating. Why are you so miserable? Don’t be a bitch. Don’t be so bossy. Don’t be assertive. Don’t overact. Don’t be so emotional. Don’t cry. Don’t yell. Don’t swear. Be passive. Be obedient. Endure the pain. Be pleasing. Don’t complain. Let him down easy. Boost his ego. Make him fall for you. Men want what they can’t have. Don’t give yourself away. Make him work for it. Men love the chase. Fold his clothes. Cook his dinner. Keep him happy. That’s a woman’s job. You’ll make a good wife someday. Take his last name. You hyphenated your name? Crazy feminist. Give him children. You don’t want children? You will someday. You’ll change your mind.

Be a lady they said. Don’t get raped. Protect yourself. Don’t drink too much. Don’t walk alone. Don’t go out too late. Don’t dress like that. Don’t show too much. Don’t get drunk. Don’t leave your drink. Have a buddy. Walk where it is well lit. Stay in the safe neighborhoods. Tell someone where you’re going. Bring pepper spray. Buy a rape whistle. Hold your keys like a weapon. Take a self-defense course. Check your trunk. Lock your doors. Don’t go out alone. Don’t make eye contact. Don’t bat your eyelashes. Don’t look easy. Don’t attract attention. Don’t work late. Don’t crack dirty jokes. Don’t smile at strangers. Don’t go out at night. Don’t trust anyone. Don’t say yes. Don’t say no.

Just “be a lady” they said.


"Be a Lady They Said"

PUBLISHED Girls. Girls. Girls. Magazine

WORDS Camille Rainville

NARRATOR Cynthia Nixon


FASHION DIRECTOR Alicia Lombardini



MUSIC Louis Souyave

PPST Mini Content

PRODUCER Claire Rothstein

Written by
the LULU—LAND Team
The Creative Brain
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What is creativity? Why do we create? What makes us innovators? What makes us human? And how do we face creative challenges?

These are some of the questions neuroscientist, author, and entrepreneur, David Eagleman, and composer Anthony Brandt investigate in the documentary: The Creative Brain.
We stumbled upon it somewhat by chance. It's not groundbreaking news for most creatives but worth a watch.
In the documentary, Eagleman explains how creativity works, unravel the creative process, and encourages all of us to be more creative. They seek to inspire and demystify the creative process while exploring brain-bending and risk-taking ways to spark creativity. By highlighting real-life examples of failure and success in the creative industry, they encourage all of us to self-reflect, discover our passion, and embrace our inherent human ability to be creative.

“Creativity doesn’t mean inventing something out of nothing, instead is about refashioning what already exists.”

What makes the documentary interesting is that it taps into the creative process of various innovators and accomplished professionals from across the creative spectrum:

  • Game of Thrones Co-Creator D.B. Weiss
  • Singer, Songwriter & Chef, Kelis Rogers
  • Architect, Bjarke Ingels
  • Novelist, Michael Chabon
  • Actor & Director Tim Robbins
  • Musician, Robert Glasper
  • Potter, Ehren Tool
  • Musician & Artist, Claire Elise Boucher (Grimes)
  • Nanotechnologist, Michelle Khine
  • Musician, Nick Cave
  • Inventor, Nathan Myhrvold
  • Movie Director, Animator & Producer, Phil Tippett



If the documentary makes you curious, the duo also wrote a book: 
The Runaway Species — a powerful, wide-ranging exploration of human creativity, which incisively explores how individuals, organizations, and educational institutions can benefit from fostering creativity while celebrating humanity’s unique ability to remake the world.


GENRE Documentary

YEAR 2019


INSTRUCTORS Jennifer Beamish, Toby Trackman

CAST David Eagleman

WRITER David Eagleman


FACEBOOK @CreativeBrainMovie

TWITTER @CreativityMovie

INSTAGRAM @creativebrainmovie

Written by
the LULU—LAND Team
Happy New Year — We Look Forward to Sharing a Lot of New Ideas & Inspiration With You in 2020!
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Photo by Ian Schneider
Written by
the LULU—LAND Team
Instagramlove #01
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Instagram – a love and hate relationship. On the one hand, it is a fantastic source of inspiration. It enables us to explore and discover people, brands, and concepts we wouldn't necessarily find elsewhere. It allows us to share whatever we find inspiring, attract an audience, create a community, and share bits and pieces of our lives with others.

On the other hand, it can be extremely time-consuming, addicting and have some rather unfortunate side effects such as; leaving people feeling insufficient, pressured to live a "picture perfect"  life, not to mention the adverse effects on mental health.

And then there is the monitoring, the algorithms, and the non-linear timeline, which freaks us out when thinking too much about it. In general, we dislike the fact that social media platforms try to control our feed, figure out how we feel, what we would like to see, decide what we should be reading, have a say in what we are exposed to and when – It's SCARY. We would opt out of all the above and choose to have the chronological, non-monitored, non-filtered timeline back any day.

Nevertheless, we choose to focus on the positive aspects. For us, the key is — like with most other things in life — BALANCE. It goes without saying that it is inappropriate for us to spend a ridiculous amount of time with our heads buried in our phones. Looking at shit that makes us feel bad, spending way too much energy overthinking what we share and when to post. However, we believe that Instagram is fantastic when used in a healthy way.

In our experience, creating a healthy relationship with the platform is all about who we follow and how they make us feel. Just like in real life, we don't have to agree on everything, but we need to treat each other with kindness and respect. Naturally, we are closer to some people, attracted by certain concepts, brands, and types of businesses in periods of our lives for whatever reason, and that's okay.

Our simple advice is to take active control of your social media platforms and the time you spend on them. Make conscious decisions about who you follow. You don't have to follow anyone just because they follow you. You are free to follow, unfollow, mute, block, delete, and report whomever you want to at any giving time, if for some reason, whatever they post doesn't do anything good for you. Stay true to yourself, your feed is a representation of who you are and what you believe in. Do what fits you. Be responsible and mindful. The moment you have a following of even one real person, you have a responsibility. What you share may influence your audience. Make sure that whatever you do, makes you happy. Don't be a jerk and don't take it too seriously. Have fun! And finally ...

Don't forget to unfollow accounts
that make you feel like shit! 

We love to follow accounts that leave us feeling inspired, motivated, and curious. #instagramlove is a series of posts where we share some of the accounts we enjoy following.

#Instagramlove @tci_theclassyissue

The Classy Issue ( is a blog curated by Niclas von Schedvin. You've probably seen the branded logo shirts somewhere in cyberspace or on the streets. Eye-catching! When almost 500.000 people follow you for your taste in images – it's fair to say you must be on to something.

#instagramlove @joelrunyon

Joel Runyon is an American athlete and entrepreneur. He is the founder of IMPOSSIBLE – a company dedicated to helping people push their limits and do the impossible. In 2017 Joel became the youngest in the World to join the 7 Continents Ultra Club, having run an ultra on all 7 continents (yes, including Antarctica). Along the way, he raised money to built 7 schools for charity. Pretty badass!

#instagramlove @romandarkholme

We met Roman Darkholme in a dive bar in Lower East Side, NY, last year. We were immediately drawn to his personality and way of just being himself 100%. We absolutely love his videos and Instagram stories! He is ridiculously funny, loves beautiful men, and never seems to have a bad hair day. He is a talented filmmaker, a musician, and a gay with a phone (His words, not ours).

#instagramlove @the_yoni_empire

You should follow @the_yoni_empire if you are into conversations about sexuality and pleasure, combined with beautiful aesthetics. Elena Rossi teaches people to make love, works as an orgasm coach, and is the creator and product designer behind @onna_lifestyle. Yes, it’s toys for grown-ups.

#instagramlove @davidshrigley

David Shrigley is a British visual artist who's art can brighten up the darkest day. It's unpretentious and funny, and he is not afraid of portraying the SHIT we all think about from time to time!

Written by
Louise Bøgeskov Hou
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My name is Louise. And well, I am the founder and creator of LULU—LAND. Before starting LULU—LAND, I worked with management and business development in architecture and as a consultant in strategy, business development, and innovation at a Scandinavian consultancy.

I have always wanted to start a business that would allow me to work with a lot of different creative projects and travel at the same time. Eight months ago, I took the first step towards realizing my dream; I bought a one-way ticket to Bali and started working on what I, after countless hours of frustration, overthinking, and horrible alternatives, named LULU—LAND.

Traveling and working in various co-working spaces, in different countries, side by side with creators and entrepreneurs from around the world, made me feel more inspired than ever. So, I spent a lot of time contemplating how I would be able to share this inspiration. Inspiration is a weird and fluffy concept – it can be anything and everything at the same time. In the end, I decided to ask my friends what questions they would ask, someone who truly inspires them. I turned their answers into 50 interview questions, which, when answered, will create a series of LULU—LAND portraits.

As the founder, I am naturally LULU—LAND’s strongest supporter and worst critic. Therefore, it only seems fitting that I'll be the very first person to answer the questions, sharing a part of me with all of you, however intimidating that feels.


Louise Bøgeskov Hou (Nicknames: Lulu, Lou, Loui, people usually only call me Louise when they are mad at me.)

Birth month/year:
December 1986


Currently located in:
Copenhagen, but traveling and working remotely.

What do you do for a living?
I would probably call myself a creative entrepreneur. I’ve founded LULU—LAND, co-founded APR (A Permanent Reminder), and I’m toying with the idea of writing a book called Popcorn Brain, and a couple of other projects.


What is the first thing you do in the morning?
I make coffee, pour a glass of orange juice, and take my supplements. I shower and eat breakfast – it's my favorite meal of the day. Sometimes, the order gets mixed up, but this is essentially what I do every morning, no matter where I am. As I have grown older, I have realized how much my morning affects the rest of my day. A stressful morning equals a stressful day. But a slow and calm morning often results in a more focused and productive day. I try to give myself two hours every morning (sometimes it's hard – I really like to sleep as well), preferably from 6.30-8.30 am, for my morning routine, including time for a bit of reading or writing. I started doing this while traveling. I read The Artist’s Way by Julia Cameron. I don’t write three pages every day, as she recommends, but maybe one or two pages – it helps me keep track of my thoughts, and a lot of new creative ideas come to life and evolve from these pages.

What is a typical day like for you?
Usually, I am out of the door between 8-9 am. If I am in Copenhagen, I’ll go to my office space near the meatpacking district, unless I have meetings or feel like working from a café. When I am traveling, I work from co-working spaces, cafés, or hotels with great Wi-Fi. I try to divide my day into work slots – I’ll have a break around lunchtime and again in the afternoon. I’ll go home around 5-6 pm, meet up with friends, attend a yoga class, workout or go for a run. I love running shorter distances like 5k – it's like meditation for me. I did run two marathons though, without the necessary preparation – not recommendable! If I do some of these things during the day, I often work from home in the evening. At some point I eat dinner when I have figured what to cook - not my force. God, my day sounds really boring, when being put into writing!

And now that we're at it – what are the last things you do before bedtime?
I turn my phone on flight mode. Undisturbed sleep is important. When I have a lot on my mind and feel restless, I tend to have trouble falling asleep, and I wake up like 4-5 times during the night. There was a time when I looked at my phone every time I woke up. Not a healthy habit. Turning my phone on flight mode helps me. I don't wake up because the phone lights up every time I receive a text or a call or other notifications pop up. I would like to get the phone and other electronic devices out of my bedroom. I have been thinking for a while that I should get an old-fashioned alarm clock – I keep putting it on my to-do lists, but never seem to get to it.

How do you spend your weekends?
I try not to work during the weekends and recharge. Depending on where I am, I do different things. When I travel, I try to explore the place I am at, go on short trips, be with friends or meet new people. When I’m back home in Copenhagen, I like to hang out with old friends and their kids or visit my family from time to time. When I don’t have any plans, and the weather is nice, I love to go for walks or just stroll around the city. On rainy days (and we do have a few of those in Copenhagen) I like to stay in bed, reading books, and watching documentaries, attend a hot yoga class or go to a museum (I love Louisiana).

I took my dad to Iceland for a weekend before I went traveling. I want to do things like that more often with the people I care about when I am home. The scenery was truly amazing, and it's a memory we have together for life.



When was the last time you celebrated?
I actually don’t remember. Awkward. I should do something about that. In general, I probably should be better at celebrating my achievements; I tend to move on quickly without acknowledging how far I’ve come.



What is your guilty pleasure?
At the moment, it’s burgers, fries, pineapple soda, and chocolate croissants! 

What is your superpower?
Being able to find ways that have not already been paved. My creativity, restlessness, and stubbornness. The latter two are, unfortunately, also my greatest weaknesses.



What could you spend all day talking about?
I could talk forever about how the way we are working is changing and about inspiration, what inspires me, other people, where to find it. And about traveling and working remotely.


What inspires you?
People who dare to do things differently, bravery, energy, great entrepreneurial stories, kindness, traveling and being in New York.



Repeat or shuffle? What have you been listening to lately, and what are you humming in the shower?
Definitely repeat – that’s my thing. I listen to a track over and over again until I can’t stand it anymore. It’s awful. Lately, I have been listening to Drake and Jhené Aiko, From time, Birdy and Sam Feldt, Wild Horsesand Freja Kirk, All for you. Actually, Freja’s new album Pussyfied is the first in a long time where I have played the entire album on repeat.

I don’t sing or hum in the shower. I bring my phone with me into the shower instead. One or two phones may have suffered an untimely death on that account – I live in a traditional Nørrebro apartment with one of those tiny bathrooms, where you shower on top of the sink and toilet at the same time.

Poster or collectors’ items? If we gave you a million, what would be decorating your walls?
I love weird art or artists with an edge, like David Shrigley. I also like Jeppe Hein’s work, but I would probably buy a piece or two from my dear friend, and amazing artist, Rune Bosse who’s work often evolves around nature. With sensitivity and presence, he allows himself to explore and connect nature and assemble the world in new ways. If I could, I would buy one of his old pieces, which is a series of photographs of a block of ice lifted from a freezer only to be melted into the freezer again.


Newspapers, journals, magazines, online platforms, digital media, podcasts… you name it – how do you keep yourself updated, and what are your news sources?
I skim the online version of the Danish newspaper, Politiken, Office Magazine, Monocle, and The New York Times almost daily.

I love to visit kiosks, magazine shops and newsstands to check out printed magazines wherever I travel, the layout, the content, the editorials, etc. ­– an occupational habit – I'm educated in advertising, graphic design, visual, and creative communication. I recently stumbled upon Quoted Magazine – a magazine that was founded as a way of showcasing the beautiful diversity of New York City. It's not just a celebration of diversity in terms of race, gender, or sexual orientation, but also of thought, experience, ideology, and desire. Each issue features ten New Yorkers from all walks of life who invite everyone into their homes to experience the real New York. I love it.

I listen to the Danish podcast Her går det godt with Peter Falktoft and Esben Bjerre, every Friday, they make me laugh. They don’t take themselves too seriously, and they actually say out loud what a lot of people only dare to think. In general, I would like to listen to more podcasts.

A good friend recently told me to check out Derek Sivers and this video: “The meaning of life” – It really resonates with me. He argues that each of us are free to create our own meaning.


Left: Quoted Magazine Right: Sunset LES, NY

If you could have lunch with one person, alive or dead, who would that be?
That would be both of my granddads, Kai Hou and Børge Bøgeskov Pedersen. I think that I’m a combination of the two in a lot of ways, and I would love to be able to ask them questions about their lives that I didn’t get the chance to when I was a kid.


Books, movies, and/or series – what can you recommend?
Books: The Artist’s Way by Julia Cameron. It is an amazing book written as a twelve-week course on how to unleash your own creativity. I plan on making another post about this book, so I’ll stop myself from going into details.

Also, The Subtle Art of Not Giving a Fuck by Mark Manson, it’s an easy read, but I actually really liked some of his points. Especially the “Do something Principle.” He explains how motivation really works, that action isn’t just the effect of motivation, but also the cause of it. Taking advantage of this knowledge, we can actually re-orient our mindset. The conclusion is that if you lack the motivation to make an important change in your life, then do something, anything really, and then harness the reaction to that action as a way to begin motivating yourself.

I don’t really watch TV alone, as it tends to make me restless. But I like to watch documentaries, movies and occasionally series together with someone. Especially, with my brothers. I recently saw the miniseries “Unbelievable” with a friend. It’s a horrible story about a serial rapist in Washington and Colorado, but very captivating, and it portrays some badass women in an unpolished kind of way – highly recommendable.

I never watch flow tv or series where I have to wait for the next episode. I hate that. But I binge-watch, when I find a show that I like. I didn’t see Game of Thrones until season 7, but then I watched all 72 episodes in only three weeks – waiting for the final season was really aggravating.


Which three Instagram accounts should everyone follow?

Right now I like:




However, I find new inspiring accounts weekly.



Who was your first big love?
Leon. I was young and naive.


What's the single best realization you have ever had?
Work can be fun, it's okay to be different, and money doesn't make you happy. Money gives you security, opportunities, and makes some things easier. However, I have been the happiest when I have been broke as a duck. When happiness lives inside of you, you don't need money to chase it. You create your own story. You are free to change it. Decide that you are happy, and you'll get more of that and probably more out of life. If you decide to be unsatisfied with everything, then you'll never be able to discover all the wonderful things life can bring. It's basic law of attraction. It's simple, you become good at what you practice, whether that is being miserable or happy.

"Somehow, I managed to get accepted to the creative communication program, a program that only accepts 20 students a year, by drawing a huge dog shit on a piece of paper"

What's the best bad or crazy decision you have ever made? That moment that seemed so wrong but turned out so right. If you don't make bad or crazy decisions, have you then ever made a decision that changed your entire life?
My friends would say that I'm the champion of bad and crazy decisions. But in reality, they are not bad or crazy, just a bit unconventional. I live my life based on my intuition and my feelings – which tend to get me in the weirdest places and situations.

When I was 21, I lived in Jutland, and decided to apply to the Danish School of Media & Journalism. Somehow, I managed to get accepted to the creative communication program, a program that only takes 20 students a year, by drawing a huge dog shit on a piece of paper (We had to do an ad for dog food, and I panicked because I knew I couldn’t draw a dog - I wrote "Get more out of your dog!" next to the shit). With only a day’s notice, I had to uproot my life and find a place to live in Copenhagen, which is almost equivalent to finding a place to live in NYC. One and a half years later, I decided that studying advertising didn’t feel right, and I fought to be allowed to switch program and actually finished my degree in visual communication and graphic design instead.

During my studies, I met a lot of wonderfully creative and talented people, who unfortunately sucked at profiting from their talents. I figured that if I could balance both creativity and business, then I would be in a really good position. I applied to a master’s program at Copenhagen Business School in Management of creative business processes. CBS wasn’t initially fond of the idea of accepting someone with my creative background, but after FIVE months and EIGHT supplemental courses, they ran out of excuses and finally accepted me.

The last time I decided to go with my gut was when I asked my employer to be allowed to work remotely and for the commercial rights to my book. This request ended with me signing my own resignation as a consultant and saying goodbye to a steady paycheck. However, I have never been happier. Traveling and working remotely for the past eight months, developing my own concepts, and meeting the most fantastic people with similar mindsets around the world has been the greatest experience I’ve ever had, and I am sure l'll never regret this decision.


How are you, really? It's nice to check in every once in a while. 
I'm ok – I think. I have to admit starting two businesses while trying to write a book at the same time is kind of nerve-racking, but I'm happy, and I love what I do. And that is the most important thing for me right now.

When are you the happiest? 
When I travel, have the freedom to do what I love, and when I spend time with people I care about and who understands me. People that I don’t have to explain myself to all the time, where I can relax and be me. Also, when I dance and laugh. And there is something about sunrises and sunsets - they are calming and make you think that everything is going to be alright.


What scares you the most?
When I was a kid, I was terrified of dripping tabs, especially when I had to sleep. I was afraid that my family and I would drown. Fortunately, I have grown out of that. But I’m still scared of losing someone close to me.


What keeps you up at night these days?
Thinking about businesses and coding and how to do a freaking cookie banner that doesn’t look ugly as f*** and annoys people more than it protects them. And my financial situation. I have no idea if this will ever make me able to pay my rent. Right now, it certainly doesn’t.


Tell us one thing people would never know about you by just looking at you?
I don’t own a lot of things. I don’t have my own home. I don’t have any furniture. The things I have, have been stored for the past three years. Everything I have, basically fit into two bags, more or less. The freedom to travel and do whatever I want comes with a price. 

What habit would improve your life?
A lot of habits would change my life for the better lol. But I think doing one thing at the time might be the most effective one. I tend to do multiple things at the same time – switching back and forth between tasks. I think it would help me become more focused and productive if I were able to actually finish one thing before starting another – but again, then I wouldn’t be me.

We all have qualities that don't really have any rhyme or reason. What is one thing you don't understand about yourself? 
Oh, there are a lot of things I don't understand about myself. There is a famous saying by Aristotle "The more you know, the more you realize you don't know," and I think that's where I'm at, and that's okay – anything else would be boring.


What works for you at the moment, and what doesn’t?
The way I’m working right now works for me – I love that I’m in charge of my own time and can spend it all on my own projects. I feel more creative and energized than ever before and happy with what I do. On the other hand, my love life doesn’t work for me at all. It’s difficult to find someone, who understands, appreciates, and can keep up with, my popcorn brain, and whom I like in return.


When do you feel the most comfortable in your own skin?
When I travel. When I have a tan. When I prioritize to do good things for myself and the people I care about. When I’m able to take the time to meditate, do yoga, workout, check in on friends and family, and when I’m not surrounded by people focused on superficial and materialistic things. 

What makes you feel insecure?
Being around people that I can’t read or understand and who seems to have an agenda that I can’t quite figure out. People with a bad vibe! When I feel insecure, I become quiet and not quite like myself.

"I feel at home in New York. It's hard to explain. Somehow the chaos makes me feel calm and I always end up in New York when there is something important in my life I need to figure. I'd say that I'm in an open relationship with New York; it's getting more and more serious every time I visit. Eventually, I might have to move there"

What's the best thing about the next thing you are during?
I'm going to New York to work and meet friends for a couple of weeks. I really look forward to experience the city during Christmas time. I feel at home in New York. It's hard to explain. Somehow the chaos makes me feel calm and I always end up in New York when there is something important in my life I need to figure. I'd say that I'm in an open relationship with New York; it's getting more and more serious every time I visit. Eventually, I might have to move there.

"Plans are worthless– but planning is everything" – Dwight D. Eisenhower. What does the future look like for you – what are your dreams and goals?
Right now, I try to take one day at a time. I hope that I will be able to travel again soon and that I will find love – when I am ready for it. I would like a small family at some point and become a mom. Not right now, that would be a mess, but in the future, when I have become a bit better at the whole self-care-thing. I hope that I'll manage to finish Popcorn Brain and find an agent and a publisher who believes in me as an author, that LULU—LAND will become a success and that I'll get the chance to work together with a lot of inspiring people on different creative projects.



What (or who) motivates you in difficult times? 
My friends and family are a great support. But when the going gets tough, I get motivated by not knowing. Not knowing what will happen the next day, month, or year. Life in itself is ultimately too exciting to just give up and not find out what’s around the corner.

Good advice is priceless. What is the best piece of advice you’ve ever gotten?
Instead of chasing happiness as a destination, decide to be happy now and look at happiness as a journey. If you decide that you’re happy, then that will make you attract more happiness. Once again, it’s that law of attraction.

"I often get compliments for my hair, my eyes, or my butt. But I really like it when people actually compliment my way of thinking or my loyalty to people I care about"

What is the kindest thing anyone ever said to you or the best compliment anyone ever gave you? 
Oh, maybe that I’m a Popcorn Brain, meant positively. I often get compliments for my hair, my eyes, or my butt. But I really like it when people actually compliment my way of thinking or my loyalty to people I care about.

How do you heal a broken heart?
I have no idea. Like literally. You think you are going to die each time, and then all of a sudden, things are okay again, and you can breathe. Time is a strange thing. Allow yourself to be sad, don’t try to hide it, it’s okay to be heartbroken – it just means that you dared to put yourself out there, that you gave love a chance.




What is going to be the next big thing? (concepts, businesses, ideas, mega trends, etc.)
I think we will start to hear a lot more about environmental sustainability, conscious consumption, minimalistic living, and how the way we are working is changing. The younger generations simply do not value the same things as our parents did, and that is going to create some interesting challenges. Young people do not want to spend their whole lives working just to make a living, they want a life, and they want the freedom and opportunity to spend that life in the best possible way. It’s more about finding your own path and figuring out what happiness means to you, I think…

We would love to find out about cool new places and things to do in your area. What are your favorite places? Where do you like to go to have fun? 
Ever since I came home, I have been recommending everyone I know to go to Costa Rica and experience the raw and uncompromising nature. But I feel kind of ambiguous because the amazing thing was that the nature was so untouched. I know that will change if too many people travel there.

On LULU—LAND, we try to share our recommendations everywhere we go in our stories and highlights. Please follow :) We will be in NY in the coming weeks.

Left: Playa Manzanillo, Costa Rica Right: Elevator, co-working space, Hotel Indigo, NY


What is the most favorite, most useful, and most useless object you own, respectively?

Favorite object: My Passport

Most useful object(s): My Mac Book Pro, notebooks, and my Yantra Mat. (An acupressure mat that helps me sleep like a baby. This needs a short explanation, I know. An acupressure mat is a foam mat with thousands of very sharp, short needles. You sit, lie, or stand on the mat for anywhere between 20 and 40 minutes. I know it sounds like it would feel completely miserable, but I swear it feels FANTASTIC. It takes away the feeling of restlessness and makes your entire body relax.

Most useless object(s): Some might argue that would be my stones and crystals. But I like them.


What was the last thing you searched for on your phone? Be careful: you might be required to show proof. 
The air train from JFK Airport to Jamaica Station – I hate spending money on transfer. I’d much rather spend it on food and having a good time.

Call or text? Which is better, and why?
Calls. Fewer misunderstandings.


What is your pet peeve?
Cats. I hate them! I’m sorry, but I do. Also, I’m not the biggest fan of stinginess.


What is the most interesting thing in your trash can?
Oh, I’ll have to check. 2 sec. It’s empty. My roomie must have taken it down again. I should start doing that more often. Now I feel bad.


You’ve been given an elephant. You can’t give it away or sell it. What would you do with it?
I love elephants! I would keep it for sure. I don’t know how, but I would find a way and name it Giraffe.



What is the meaning of life?
I don’t think I have figured this one out yet. Hopefully, I’ll have time. It’s definitely something with love, people, and relations. Maybe the meaning is something we decide for ourselves. Figuring out what happiness is to you. I don’t think it is the same for all of us.


"For me, success is doing something I love, something I think is funny, and that makes me happy. By trying, I’m not failing – only learning"

Look, mom, I made it! – How do you define success? 
In the continued act of trying and not giving up. I don’t believe in overnight success. For me, success is doing something I love, something I think is funny, and that makes me happy. By trying, I’m not failing – only learning. People tend to forget that “profitability” is only one parameter of success. I really like this quote from The Artist’s Way: “What we really want to do is what we are really meant to do. When we do what we are meant to do, money comes to us, doors open for us, we feel useful, and the work we do feels like play to us.” – Julia Cameron.



Name three people you would like to answer these questions?

Steph O’ Labbe, Entrepreneur (Vancouver)

Joel Runyon, Entrepreneur and founder of Impossible® (Austin)

Tyler James Koenig, Copywriter (California)  


How would you describe LULU—LAND?
It feels like I have answered this question a million times already, and I tend to explain it differently every time. I hope I’ll get better at this eventually or that someone else will be able to nail it for me. For now, I’ll just say that LULU—LAND is a wonderful creative mess.



NAME Louise Bøgeskov Hou



INSTAGRAM & @louisebhou

LINKEDIN Louisebhou & Lululand

TWITTER Louisebhou




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Written by
the LULU—LAND Team
Editorial #01: Welcome
We are equally excited, anxious, and terrified about welcoming you to the LULU—LAND Journal. We have been working on this (in secret) for quite some time ...
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We are equally excited, anxious, and terrified about welcoming you to the LULU—LAND Journal. We have been working on this (in secret) for quite some time.
Our intention is to provide a space for the generation and sharing of inspiration. Our vision; to create a high-quality publication – inspiring, relevant, challenging, thought-provoking, and inclusive of a diverse range of voices and perspectives. A place for our community to share crazy ideas, new concepts, personal stories, experiences, thoughts, feelings, good advice, recommendations, etc. There are no rules!
We are thrilled that you are joining us as readers, and we hope you will join us as contributors as well. Don't hesitate to reach out if you have something interesting, exciting, or utterly different that you would like us to share with everyone.
LULU—LAND is a tiny global community for creative "kids," artists, photographers, designers, musicians, filmmakers, writers, athletes, and entrepreneurs – all of those to whom crazy ideas and thinking differently somehow comes naturally. A community that brings together like-minded creators, thinkers, troublemakers, popcorn brains, nomads, explorers, geeks, rebels, and curious outsiders, who thrive with fluid boundaries and whose restlessness and creative mindset are their greatest strengths.
LULU—LAND is for those who get it.
© 2020 LULU—LAND ApS