When you think about Sweden a couple of things probably pop into your head… ABBA, IKEA… maybe some nice meat balls. But Sweden’s coolest export might be something completely different.

We talked to Mattias Hanson, CEO of Hyper Island, the foremost digital media training and immersion programme.

Doc: First of all i’d like to say a big thank you for talking to the Knitware team. Early last year we were looking around for interesting people and sites to feature on Knitware and Hyper Island kept cropping up, so it’s a real pleasure to actually get behind the scenes. Mattias, for anyone who hasn’t heard of the place can you provide a simple introduction?

Mattias Hanson: Hyper Island, CEO

Mattias: For thirteen years now Hyper Island has educated the top talent in digital media thinking and doing. We do that in two locations in Sweden,  and we use our very own learning method based on: no teachers, no books, no classrooms, no homework and - no computers (students brings their own). Instead we put a lot of effort into self knowledge and group dynamics and - off course - a lot of activity based learning with real cases from the real world.

Doc: Pretty ground breaking. So in 1995 when the founders Jonathan Briggs, Lars Lundh and David Erixon (currently working with Vodafone), got together and came up with the concept that is HI, do you think any of them expected it would turn into the success story it is today?

Mattias: I’m sure the founders realized the increasing need of a different kind of education involving industry-based learning, for the growing new media field. But they were so focused on creating something that they felt was needed, I’m sure they didn’t have the time to think about the full potential of what they were doing.

Like most of the worlds great brands, Hyper Island has evolved from a true industry need. The fact is that the need for talent in the industry is even bigger today. The demand for Hyper Island students is HUGE!

Doc: The schools location is pretty unusual, can you explain a bit about the reasons for that and if you think it’s had any impact on the school?

Mattias: We are in and old prison in Karlskrona (a sort of smaller version of Alcatraz), and also in the old Ericsson factory in Stockholm. Inspiring environments are an important part of the Hyper Island experience.

Doc: I’ve been checking you out on Wikipedia (of course) and your ‘principles’ caught my eye. How good are you at sticking to them and do they matter?

Mattias: The main reason that Hyper Island is still around today is that we have always been true to our vision and focused on our goals, we believe more companies should be like this.

Doc: I was very interested to read about your master class project, do you think Knitware could persuade you to take this on the road and visit us in London?

Mattias: The Hyper Island Master Class concept aims to raise knowledge and competence among its participants, through short-term and intensive courses, when it comes to understanding interactive and digital media and the effective use of it.

Of course we would love to do Master Classes in London. Right now many UK companies are buying seats for the next Master Class to be held in Sweden. The Master Class concept is perfectly suited for  someone who has been a professional for a couple of years, but now wants to boost their knowledge (and career).

Doc: Is there a company or ‘relationship’ that has been a particular success outside of HI or that just stands out as something you were really pleased to be involved with?

Mattias: Lot’s of them, maybe too many to mention. I try not to have favorites. But take a look at our web site section called companies to see a list of the people we have collaborated with.

Doc: Do you see a way for brands to interact with HI in a way that might benefit both parties?

Mattias: Brands that want to interact with Hyper Island should look under the link “For the industry” on our homepage at www.hyperisland.se . There you will see the service Learning Partner, which is a great way for a brand or company to get closer to a more in depth Hyper Island experience.

You could always start out by coming to talk at Hyper Island Industry Day - a great way to get closer to the students and examine Hyper Island from the inside.

Doc: Being located in Sweden, must be a great bonus. But do you think some people are prejudiced against a technology training organisation there - in that they expect most knowledge to come from America?

Mattias: For us it has always been the opposite - at least 70 percent of our students each year go for internships (and employment) in other countries like the UK and US.

Doc: I always like to ask our guests about their bookmarks or favourite sites, who or what inspires you?

Mattias: For many years there has been one only site for me personally that I come back to, day after day … www.dwightyoakam.com.

Doc: It’s been a pleasure talking with you Mattias. And if anyone is still hungry for information they could try this short film.

doc rogers

Tags: Hyper Island, interview, Mattias