By Helena Whitmore, McGuireWoods London LLP  | Photo: Yiannis Katsaris

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There are many reasons why someone who lives in the UK may have an ownership stake or influence over a non-UK company. For example, offshore companies as well as companies incorporated in countries such as Cyprus, Malta or Luxembourg are often in tax planning structures. It may also be the case that the owner lived in another country before coming to the UK, and set up the company in that country before moving. Also, it is not unusual for people to accept appointments as directors of companies which are based in other countries.

Having an involvement with an overseas company can provide many potential benefits, but is also accompanied by a number of tax and other risks. In particular, HM Revenue & Customs (“HMRC”) in the UK are currently focussing a fair amount of attention on the question of corporate residence. This is a very important question, because a company which is resident in the UK will be taxable in the UK on its worldwide profits, whereas a non-UK resident company will only be taxable in relation to its activities in the UK.

A company which is incorporated in the UK is resident in the UK for tax purposes. A company which is incorporated outside the UK will also be treated as resident in the UK for tax purposes, if the company’s central management and control is located in the UK. The central management and control test therefore needs to be considered for any overseas company which has a connection to the UK. The UK has a wide network of tax treaties, which often include a residence “tie-breaker” test. This test needs to be reviewed in cases where the company may be regarded as resident in more than one country (for example in country A because it is incorporated there, and in the UK because it is centrally managed and controlled in the UK). The treaties usually refer to the place of “effective management”, but there are some treaties where the residence status needs to be settled by agreement between the two tax authorities involved.

HMRC have recently issued new draft guidance to indicate cases where they would not normally look into the residence status of a particular overseas company. Unfortunately, this offers little or no comfort to private individual shareholders who own investment companies outside the UK.  The 2009 case of Laerstate BV v HMRC is also an example of where HMRC managed to persuade the court that a Netherlands company should be treated as resident in the UK, because of the amount of influence over the company which was exerted by the shareholder (who at the time was no longer a director of the company).

There is not enough space in this article to go into further detail on the concept of central management and control, other than to say that those who ignore these risks do so at their peril.  It is essential to take professional advice. Those who are interested can also find further information on HMRC’s views on this topic in their International Manual at: www.hmrc.gov.uk/manuals/intmanual/INTM120000.htm.

It should also be noted that even if the overseas company cannot be said to be resident in the UK, other tax liabilities can still arise in the UK in relation to UK based profits, as well as payroll, social security and personal income taxes on individuals who may be working for the company in the UK.

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Further information is available on HMRC’s website www.hmrc.gov.uk, or by contacting the writer. This column is intended to provide information of general interest to the public and is not intended to offer legal advice about specific situations or problems.

Contact: Helena Whitmore, McGuireWoods London LLP
Email: hwhitmore@mcguirewoods.com – Web: www.mcguirewoods.com

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On July 6 the Swedish pavilion at the World Expo 2010 in Shanghai welcomed its one-millionth visitor. The huge interest in our exhibition – with the theme innovation by Sweden – is just one example of the curiosity about Swedish ideas, solutions and culture that I have met here at home and around the world during the last years.

Another example is, of course, the royal wedding this summer. When our Crown Princess Victoria married Prince Daniel in June, thousands of journalists and tens of thousands of visitors gathered in Stockholm to take part in the celebrations. Millions of people could follow the events simultaneously by television, or read about it in the newspapers. What a wonderful festivity it turned into!

People often ask me how Sweden succeeded in becoming the “small country with the big companies”. Our spirit of innovation is one of the most important reasons. Sweden is ranked as the most innovative country in the EU, and one of the most innovative countries in the world. Positive publicity during large events such as the royal wedding, the Nobel Prize awarding ceremony and the World Expo in Shanghai is also important, as well as the cooperation between the public and the private sector to make such events successful.

Our traditional openness to trade, investments and influences from around the globe is, however, probably the most important reason why Sweden remains at the forefront of business, culture and creativity. Over the past 150 years, our development, from poverty to a welfare society, is the history of deregulation and free trade. This is the foundation of our success, and the core values that we fight every day to protect and expand.

Our Swedish companies are known around the world for products and ­ser­vices characterized by quality, innovative technology and modern design, but also for being forerunners when it comes to social and environmental responsibility. In this way, they are contributing to building the Swedish national brand, while at the same time benefiting from the image of Sweden as a country characterized by equality, sustainability and transparency.

For more information, please visit: frihandelsministern.wordpress.com or www.sweden.gov.se

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Or is there something odd in our attitude towards the economy?

I get that the financial situation is tough, but for some reason we keep referring to the economy as if it was a person. A human in its own right – and, may I say, not a very stable one. Usually this honour of “humanization” is strictly reserved for animals who have had their own Disney-show, but somehow The Economy managed to wedge itself in there with Willy, Lassie and Bambi.

The markets get “depressed”, the FTSE is “overreacting” and stock prices are “overheated”. Stock prices “overheated”! That’s something the teacher might say when you pick up your 3-year old daughter from Kindergarten. “She was a bit overheated around lunch. Someone stole her tricycle.” Markets get “depressed”. Oh dear. Maybe the markets would like to lie down before dinner? And you can just hear the FTSE “overreacting”, like a self-absorbed teenage girl: “Of course I’m depressed! NO ONE has any confidence in me anymore!”

On top of this, financial markets are always referred to with a special deference. Voices go respectfully to a lower tone, foreheads wrinkle up, even at the slightest mention of The Economy. As if The Economy was some kind of mysterious, supernatural enigma.

We are skeptical towards religions, spirituality, and the mere thought of any kind of God or all-encompassing power, but “The Economy” and the stock markets – which are created by and controlled by none other than … ourselves – are constantly subject to a respect and humility that usually applies to forces of Nature. Like Tornadoes, Tsunamis and Earthquakes, The Economy is considered unpredictable, almighty, fierce and we humans merely pawns at its mercy. Except Tornadoes, Tsunamis and Earthquakes ARE forces of Nature whereas The Economy is just a manmade Drama-queen – apparently in need of stimulus. Wouldn’t that count as Viagra for the Economy? Because that would make it a different kind of Queen.

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Mette Lisby is Denmark’s leading female comedian. She invites you to laugh along with her monthly humour columns. Since her stand-up debut in 1992, Mette has hosted the Danish versions of “Have I Got News For You” and “Room 101”.

Before starting school in England, I found myself trawling through the shops of my nearest town in an apprehensive daze, as I tried to gather the garments needed for my school uniform. If anyone reads this who is in fact English, you may frown in bewilderment at this thought, but as no one had exactly explained to me what the official rules of a school uniform were, I genuinely found the whole thing to be a mystery.

Having purchased an ill-fitting grey skirt and a horrific shirt, I turned up for my first day of school. I was taken to an office, where one of my future teachers looked me up and down dispassionately, then dug around in a drawer until she found a crumpled old school tie, which I sort of wrapped around my neck a few times before being sent on my way. I won’t mention the shop from which I bought my skirt and shirt, but I can tell you that I left a small trail of static sparks in my wake and that everything itched. Stuffing the itchy shirt inside the itchy skirt seemed idiotic, so I didn’t. Around day four I got cold during a lesson and put on a jumper. The sight of me with my shirt untucked, wearing a non-school jumper became too much for one of my teachers, who stopped the lesson to tell me off. You may shake your head in disbelief, but I still didn’t understand what I was doing wrong. (Largely because, unfortunately, the teacher had a severe case of lazy eye, so I didn’t know she was talking to me.) Some of my newly found friends, more sympathetic towards a clueless foreigner, gradually filled me in, until I finally felt I understood the rules. That is until charity non-uniform day arrived. My friends again patiently tried to explain, but in the end snapped in exasperation. ‘Just turn up in your jeans and bring a can of tinned beans.’ Which I did – still not completely understanding why.

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Maria Smedstad moved to the UK from Sweden in 1994. She received a degree in Illustration in 2001, before settling in the capital as a freelance cartoonist, creating the autobiographical cartoon Em. She writes a column on the trials and tribulations of life as a Swede in the UK.

By Nia Kajastie | Photo: Sola Swedish Kitchens

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On 9-10 October 2010, London will be Scandified with a little bit of help from Scan Magazine and a whole barrage of excellent Nordic design brands. All your needs will be covered, as the exhibitors at The Scandinavia Show will delight you with interior design classics as well as contemporary creations that represent the innovative spirit and unique character of the Scandinavians.

The Scandinavia Show creates an excellent opportunity for design lovers to get acquainted with the Nordic way of life and all the amazing brands Norway, Finland, Sweden, Denmark and Iceland have to offer. Scandinavian designers have always been inspired by everyday life and the shapes and patterns found in Nordic nature. Accordingly, the mix between minimalism, functionality, stream-lined contours, quality materials and quirky details is what truly sets Scandinavian design apart from the rest. There is beauty in simplicity, and the Scandies have known this for a long time. So whether you are already a fan or a completely new recruit to the cause of Scandinavian design, you will find it a definite treat to see all of these excellent brands together under one roof.

Stylishly Scandinavian Brands

The exhibitors include designers, retail outlets and online stores that offer furniture and home accessories (BoConcept, Getama, Danish Homestore, Skandium, Scandi Living, The Swedish Chair, Northlight Design, Flor Unikon & Nordic Design Forum), as well as kitchen solutions (Sola Swedish Kitchens), audio-visual solutions (Bang & Olufsen), jewellery (Gråsilver) and other famous staples of Scandinavian design (Volvo). It is an impressive blend of classic styles and modern influences, which might inspire you to bring some of these Scandinavian design ideas back home. Zoe Shields, Retail Account Manager of BoConcept, explains what we can expect from their part of the show: “We will be exhibiting our new collection to be launched in September 2010, as well as showing some of our classic design icons such as the Imola chair. On top of this we will have a selection of our stylish accessories, which we will be selling at special show prices.”

For lovers of all things Scandinavian

So you could be going home with a bag full of fantastic little finds and your head full of exciting ideas, as well as a feeling of true customer satisfaction. “I really look forward to selling directly to the public and showing them our lovely products, as we usually only sell online and do not get that customer contact,” says Linda Swarbrick, Founder of Scandi Living. “We will be bringing the Linum Christmas collection (soft furnishing and table linen), so that will be exciting too.” The whole event is about bringing lovers of all things Scandinavian together to enjoy their mutual interest as well as to get the chance to interact with Scandinavians who work in the fields of design, fashion, food and travel. Tiina Staddon, the founder and owner of Nordic Design Forum, will showcase some contemporary wooden home accessories and designer objects from Finland, and is excited about the prospects of the show: “I am looking forward to being part of the first Scandinavia Show, and I also look forward to meeting all the Scandinavia fans in London.”

Exclusive exhibitions

All of the exhibitors will be bringing with them some very exclusive pieces, so that the visitors can really appreciate the variety and elegance of Scandinavian design. Gråsilver will be showcasing some Scandinavian rare vintage jewellery from the 60s and 70s, whereas Getama is going to delight everyone with two Hans J. Wegner designs (Chair 501 and Sofa Series 34) that will be exhibited for the first time in London at The Scandinavia Show. Lara Quie, Director of Sola Swedish Kitchens, says: “We are looking forward to raising awareness of the availability of high-quality bespoke Swedish cabinet creations for kitchens, bedrooms and bathrooms here in the UK.” Owner of Northlight, Pamela Spurling, also emphasises this unique opportunity to see some exclusive designs: “We are looking forward to bringing some of the smaller, lesser known designers to the show as there are many talented young designers now in Scandinavia.”

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Scandinavian design exhibitors at the show include:
Bang & Olufsen: www.bang-olufsen.com
BoConcept: www.boconcept.co.uk
Danish Homestore: www.danish-homestore.com
95% Danish: www.95percentdanish.com
Ekornes: www.ekornes.co.uk
Flor Unikon: www.flor-unikon.com
Getama A/S: www.getama.dk
Gråsilver: www.grasilver.com
Skandium: www.skandium.com
Northlight Design: www.northlightdesign.co.uk
Scandi Living: www.scandiliving.com
Sola Swedish Kitchens: www.solakitchens.com
Volvo: www.volvocarslondon.co.uk
The Swedish Chair: www.theswedishchair.com

For more information on the show, please visit: www.scandinaviashow.co.uk

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In the 1990s Linda Lampenius became known as a striking Pamela Anderson doppelganger with some serious talent when it came to playing the violin. She was internationally famous with a definitive sex symbol status. But this media image might have missed the point, as Lampenius, more than anything else, is and always has been an exceptionally gifted musician. And that is not all that she is. Today, Linda Lampenius-Cullberg is a loving wife, proud mother and successful recording artist. So naturally Scan Magazine jumped at the chance to ask Lampenius about her career highlights.

Linda Lampenius was born in Helsinki, Finland, to Swedish-speaking parents who both worked in music and the arts. Growing up, she was surrounded by musical influences and even featured in the media as somewhat of a child prodigy. She started her career at the tender age of eight, when she went on tour with the Helsinki Junior Strings in Northern America.

“It was challenging, but at the same time quite amazing to be able to play with other musicians who were considerably older than me. All my trips around the world with the Junior Strings strongly influenced my development as a musician as well as a human being,” says Lampenius. “On top of the musical experiences, I got to know a lot of different cultures and people.” At the beginning of her career, Lampenius studied at the Sibelius Academy, a university level music school in Finland, and played in a chamber music ensemble called Ofelia quartet for a few years. Her years playing the first violin in the Finnish National Opera Orchestra are also very close to her heart, as she was always playing out of a true love and respect for the music.

With the start of her solo career, her image became sexier and a lot more marketable abroad, with a new stage name, Linda Brava, to top it off. It gave her the chance to do some modelling (for Björn Borg) as well as acting (most famously a guest appearance on Baywatch) and a celebrity cover for Playboy. But behind this sexy image, there was still the classically trained violinist and the undeniably amazing artist, who also caught the attention of Lord Lloyd Webber. He gave Lampenius a solo part in his symphony, the Metal Philharmonic, at the Sydmonton Festival in 1997.

Yummy career mummy

Lampenius is able to list a lot of different highlights from her diverse musical and entertainment career, and most recently she acted as a judge and mentor on the Finnish version of X-Factor. “The programme was much more demanding than any of us (judges) would have thought. We were working on it for eight months, and I lived completely in the ‘X-Factor world’, thinking night and day about the song choices, the well-being and styling of my protégées,” says Lampenius. “I would love to do it again, but preferably in Sweden, if the programme could be made here as well. It was very hard to be away from my daughter Olivia so much.”

Lampenius currently lives in Stockholm with her husband Martin Cullberg and their daughter Olivia, and her family is also the biggest ‘highlight’ in her life. “My daughter and my husband are my everything at the moment. It has also been vital for me to find the right place to start my family. A few years ago, I did not know in which country I would end up living in the future, but now I have settled in Sweden,” she says.

So what does the future hold for Linda Lampenius-Cullberg? The answer is, of course, music. “I am currently recording my upcoming Christmas record. It is a lovely project, where I play with a string trio, harp and choir – a simply heavenly combination,” Lampenius explains. “And in January I will be touring in Scandinavia as the soloist for a Viennese orchestra.”

For further information, visit: www.lindalampenius.com

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On the 9-10 October 2010, please listen to the grumbling in your tummy, and make your way to The Scandinavia Show at Olympia Conference Centre in Kensington, London, for a taste and a tipple of the best Scandinavian produce and brands out there. You will not be disappointed by the wide range of exhibitors, as there will be something for everyone, from Norwegian waffles for those with a real sweet tooth to Finnish vodka for the thirsty liquor connoisseur.

Scan Magazine is the proud organizer of The Scandinavia Show, a unique showcase of Nordic expertise in the fields of fashion, food, design and travel. There are numerous brands that are already flying the flag for Scandinavian workmanship and innovation, but this show will give another boost and a lot of media exposure for a whole new batch of exquisite exports, with some internationally renowned names sprinkled in between. You just cannot miss out on this opportunity to experience the best of the best that Denmark, Sweden, Norway, Finland and Iceland have to offer.

For the Foodies

Scandinavian food and drink is well-known for being fresh and fragrant, with a lot of natural ingredients and flavours. The influences are often drawn straight from nature, and the flavours also represent this ideal. For Nordic food newbies, the show should be an exciting experience, and for the ex-pats it should be like a piece of home transported right to your doorstep. Michael Boaler, Brand Manager for Finlandia Vodka, wants to promote this same concept: “Finlandia represents all that is pure about Finland – from our locally sourced ingredients to the nature from which we are born.”

Another very Scandinavian trait is the importance of healthy ingredients, which is very much interlinked with the natural origin of the produce. “With Scandinavian cuisine and the Nordic diet at the forefront of the British consumer’s mind, we look forward to seeing a range of visitors at the event, enthused by the exciting and healthy lifestyle of all our Northern European neighbours,” says Matt Levett, Marketing Executive of Norseland. “We will also have the chance to let visitors try our range of fantastic cheeses and get feedback.”

Promoting Brand Scandinavia

The specific foods and brands that Scandies really love are an integral part of Scandinavian identity and culture. There are some ‘Marmites’ among them, of course, such as salmiakki (salty liquorice) which is one of those ‘love it or hate it’ products. But most of the food is very accessible to everyone. Lynne Dickens, Marketing Consultant for Danish Food Direct, talks about the impact of their part of the exhibition: “We are bringing in some fantastic new products to launch at the show, many of which are extremely nutritious and equally delicious. Hopefully there will be plenty of visitors who have never tried it before and will become converts from that moment on, as well as Scandinavians who will be delighted to find so many home comforts available here in the UK.”

The different food exhibitors include Danish Food Direct, Danish Microbreweries, Finlandia Vodka, Norseland, The Norwegian Church in London, Scandinavian Kitchen and Totally Swedish, and they will be offering samples of Scandinavian food and drink, and the opportunity to buy more, if the fancy takes you. However, it is not all purely about product promotion, as The Scandinavia Show is also about bringing people together. Revd.Torbjørn Holt, Rector and Senior Chaplain of The Norwegian Church in London, also wants to set the right kind of atmosphere: “We will give a glimpse of life and hospitality at the Norwegian Church, inform about our work and give visitors a chance to try the world-famous Norwegian waffles.” So get ready to hear a mix of Nordic languages and smell the sweet scent of Scandinavian cooking right in the middle of London.

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Scandinavian food & drink exhibitors at the show include:

Danish Food Direct: www.danishfooddirect.co.uk
Finlandia Vodka: www.finlandia.com
Norseland: www.jarlsberg.co.uk
The Norwegian Church in London: www.sjomannskirken.no/london
Scandinavian Kitchen: www.scandikitchen.co.uk
Totally Swedish: www.totallyswedish.com

For more information on the show and to register, please visit: www.scandinaviashow.co.uk

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With his signature washboard abs and dark features, Marcus Schenkenberg became one of the most successful Scandinavian exports in the modelling industry and the first bona fide male supermodel in the world. Schenkenberg, born to Dutch parents in Sweden, first made it big in the early 90s and is still riding high with an increasingly varied career. Since 2009, his name has become synonymous with a wide range of beauty, fashion and fitness products that continue to establish the man and the brand that is Marcus Schenkenberg. Scan Magazine caught up with him to talk about his career so far and his newest business endeavours.

Schenkenberg first moved to the USA in 1987 out of a desire to travel and gather more life experience. He had previously studied economics but was still lacking a definite direction in his life, when he stumbled upon modelling by chance – or rather roller-skated right into it. He was discovered in Venice Beach by photographer Barry King (while roller-skating), who as a result asked him to take part in a test shoot and helped him find his first modelling agency. Schenkenberg soon turned out to be the boy wonder of the modelling world, paving the way for male supermodels as a counterpart to the likes of Claudia Schiffer, Linda Evangelista, Cindy Crawford, Naomi Campbell and Kate Moss, who have all appeared beside him in editorials and ad campaigns.

In his 20-year-long career, Schenkenberg has graced the covers of Harper’s Bazaar, Vogue and Elle, and worked for designers such as Calvin Klein, Gianni Versace, Donna Karan, Ungaro and Iceberg. So what could possibly be the highlight of such a prestigious career? “The 116 page Calvin Klein campaign with Bruce Weber was my big break, and the Versace campaign with Richard Avedon was probably my favourite campaign. Now my highlights are my own products, because they not only have my name, but they are also very innovative and good products,” Schenkenberg explains. “For my men’s cosmetic line I just received the BSB European Innovation Prize in Paris.”

Not just a handsome face

While Schenkenberg’s new line of products will not turn you into a male supermodel (as that unfortunately takes a lot of luck, good genes and tenacity), you can still train with him, smell like him, accessorize like him and achieve his youthful complexion. But most importantly, Schenkenberg talks about innovation, and there is definitely something fresh about his take on the celebrity product. From his award-winning cosmetic brand PLATINUM to his YOU ROCK Collection of men’s pearl jewellery, Schenkenberg wants to stand out and make high-quality products that he can properly appreciate. “It is great fun to make my own products. For me, it is very important [to be involved] from the very first idea to the conception, layouts and the production itself,” he says. “I have travelled so much and gotten so many great impressions and inspirations. Now, the time is right for me to give something back to all of my fans and show them my interpretation of a good product.” The future of the Marcus Schenkenberg brand is definitely looking bright with more products on the way, and the success story just seems to continue. So what is his secret? “I think I have been blessed with pretty good genes, and I always try to be professional and do my best. And I treat everyone with genuine respect.” Perhaps it is true what they say, and good things sometimes do come to good (and extremely handsome) people.

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Schenkenberg Titbits

• In 1992, Schenkenberg was named one the 50 Most Beautiful People in the World by People magazine.
• Marcus Schenkenberg, New Rules, a book featuring pictures and stories from his successful modelling career was published in 1997.
• He released a song called La chica Marita with EMI-Virgin records in 2000.
• He has famously dated Pamela Anderson and other well-known beauties such as Jessica Simpson.
• He is an active member of animal rights group PETA and also lends his support to the LR GLOBAL KIDS FUND.
• In 2009, Schenkenberg started his own line of products, which now includes cosmetics, perfume, jewellery and a workout DVD.

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Visit the Marcus Schenkenberg Shop at: www.marcusschenkenberg.eu

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She is only 19 years old but has come a long way in the international world of tennis. Caroline Wozniacki from Denmark is currently the third ranked female tennis player in the world and right now she is training hard to be in top shape for Wimbledon later this month.

Most people who make it big in the world of sports start early: Caroline started playing tennis at the age of seven and when she was 14 she won the singles title in the Osaka Mayor’s Cup in Japan in October 2004. And her career as a professional tennis player really took off when in 2006 she won the girls’ single Wimbledon tournament. Since then her tennis career has grown steadily: Caroline has played in the big tournaments such as French Open, Australian Open and US Open. Currently she is the only Danish woman in the Top 500 on the Women’s Tennis Association Tour ( WTA). She has won seven WTA Tour events and was the runner up at the 2009 US Open.

Caroline Wozniacki was born in the town of Odense on the island of Funen in ­Denmark and is the daughter of Polish parents Anne and Piotr Wozniacki. Her father has been her coach for many years and Caroline is not the only sporty person in the family: her brother Patrik is a professional football player for BK Frem in Denmark.

And Caroline is more than tennis.  She is also a successful business woman having launched her own beauty products, amongst them shampoos, lotions and scrubs. The series is called “Caroline Wozniacki – Love All” and Caroline has very much been a part of developing the line herself, which includes green tea and is free of parabens. Furthermore she was made the exclusive new face of the Stella McCartney tennis line for Adidas in 2009 and has a long line of sponsors behind her including Adidas, Sony Ericson and Danske Invest.

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Scan Magazine caught up with the busy Dane and had a chat with her about Wimbledon, her perfect day off and her favourite destinations in the world.

What are your thoughts on Wimbledon?
I have great memories of Wimbledon from when I was a junior, so I am really excited to go back there again this year. I think that Wimbledon is sacred. Its atmosphere is unique and it is a one of a kind experience to play there. Every time I walk out on the court to play a match, I feel that I am a part of a long standing tradition.

You previously won the Wimbledon girls’ tournament. What would it mean to you to win the senior tournament?
I would love to win a Grand Slam event one day; this is what I am working for. Winning in Wimbledon would be a dream come true for me, as I really like the event.

You have just had an ankle injury. Will you be in top shape for Wimbledon?
My ankle has been bothering me these past few weeks, and I was not able to play the way I would have liked to. My footwork is one of my weapons, so not being able to run around so much really hurt my game. I still do a lot of rehabbing exercises just to make sure that my ankle will be as good as new by the time the grass court season rolls around. I am very confident that I won’t have any problems with it for the start of Wimbledon.

Do you prefer to play on grass or clay?
My favourite surface is hard, but I have nothing against grass or clay either. I have proved it to myself that I can play really well on any surface.

Do you think there are any up-coming Scandinavian tennis talents that will make it to the top in the future?
Tennis has become more popular in Denmark since I started becoming a little more known. I am not so sure about the current state of Scandinavian junior tennis, but I am sure that there are a lot of talented players out there. The only advice I would like to give them is, don’t  be afraid to follow your dreams. Be tenacious and put in the necessary work with all your heart, then you have a chance to make it.

Have you tasted Wimbledon’s famous strawberries?
I love Wimbledon strawberries and cream and I am looking forward to having some again this year. They are also part of the charm of Wimbledon.

What is it like to be on the road so much?
Living out of a suitcase sometimes gets very tiring. It is also very hard to keep in touch with friends and family, but luckily I have some great friends on the Tour and my parents often travel with me as well. I often miss my brother though. He lives in Copenhagen, and his schedule is also really busy, so we don’t see each other as much as we would like. After several weeks on the road, I am always looking forward to spending some time at home.

You have been working hard to get where you are today. Did you have time to be a normal teenager as well?
It depends on what you consider normal. To me, waking up in the morning and going to practise twice a day was normal. Sweating in a gym or doing extra cardio workouts to get better was an ordinary practice. This is, however, not to say that I don’t like hanging out with my friends in the mall, or go to the movies occasionally. I do not really like parties; I don’t drink, so missing out on going out was not a big sacrifice for me ­either. I love playing tennis, so missing out on a few things doesn’t really matter ­because I get so much in return.

Do you have time for a boyfriend?
The press really likes to report that I have a new boyfriend every week. Truth is, I don’t. I don’t really have time for it right now, plus I really prefer to keep my private life just private.

How do you spend a day off?
If it is a day off from tennis, then I like to stay in bed a little longer than usual. I often go for a jog in the morning, and then have a big brunch. If I don’t have any commitments for that day, I usually meet up with my girlfriends and we catch up over a coffee/hot chocolate. We often make it to the movies, and we sometimes go shopping.

What do you like to do when you are in London?
London is a great city and I hope it won’t rain as much as it usually does. I like the shopping scene; I absolutely love the ­London Eye, and I even went to the waxworks museum a few years ago. I think London is a very historic city. Even though I am not really big on fish, I try to eat fish and chips at least once when I am there just to get the British experience.

You have travelled around the world ­several times – what is your favourite ­destination?
I like New York because it has a great vibe, Melbourne because of the weather and the friendly people there, Doha and Dubai because of the atmosphere, Paris because of the shopping, London because of its tradition and Warsaw because I have family there, but my favourite city in the world is Copenhagen.

Where do you see yourself 20 years from now?
I hope that people will remember me as not only a great player but as a great person.

Here at Scan Magazine we have opened a bet on who will win Wimbledon – what are the odds that it will be you?
You know, I always say that until the last ball is played at a tournament, everyone has a chance to win it. I would like to take it one match at a time, and we will see what happens. As long as I am confident with my game, I have a chance to do really well in Wimbledon.

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The Best of Brand Scandinavia

– for you to see, test and buy

Scandinavia is going to be on everybody’s mind and lips in London later this year, when The Scandinavia Show hits the city. More than 100 exhibitors will showcase and sell the best brands that Scandinavia has to offer in fashion, food, design and culture at a two day show.

The Olympia Conference Centre is going to be busy on October 9 and 10, when thousands of visitors will experience a true cornucopia of Scandinavian brands, ranging from Swedish Volvo, to Danish Homestore, Interior Design Company “Skandium” and tourist boards Visit ­Denmark, Visit Finland, Innovation ­Norway, Visit Sweden and Visit Iceland.

Scan Magazine is organizing the grand show and it is the first of its kind in ­London. Thomas Winther, Executive ­Editor at Scan Magazine, explains: “It seems to be a natural development of things for us since we, at Scan Magazine, have a Scandinavian team which represents ­Denmark, Sweden, Finland and Norway and therefore have the best possible ­platform for promoting Scandinavia.” The Scandinavia show has received great backing from several partners. The Daily Telegraph – the official media partner – is running a national media campaign to promote the show, which is the biggest of its kind.

While it will be possible to taste Scandinavian food and see design classics as well as find inspiration for Scandinavian travel, the Scandinavia Show will also offer great cultural experiences such as a fashion show arranged by the London boutique “Wild Swans”, which sells top Scandinavian clothes designs, music performances by The Copenhagen Jazz Festival, a kids’ show, Scandinavian children’s movies and much, much more. And the mission of the Scandinavia Show is clear. Mads E. Petersen, the Creative ­Director at Scan Magazine, says: ­“Exhibitors showcase and sell the great Scandinavian design classics as well as the new and hot designs, and visitors will be able to taste everything from Swedish knäckebröd (flat bread) to Danish hotdogs. The show will truly be a fantastic opportunity for both an English and Scandinavian audience to experience the best of brand Scandinavia as well as give ­ex­hibitors great media exposure.”

For further information about the show and to buy tickets visit: www.scandinaviashow.co.uk

To exhibit, contact Thomas Winther at thomas@scanmagazine.co.uk
or call +44 (0)20 79 936 313