Lena Patriksson Keller is Executive Chair and co-founder of Patriksson Group, a Nordic communications and brand agency working at the intersection of fashion, culture and contemporary lifestyle. With a background spanning fashion, branding and international communications, she has played a central role in shaping how some of the region’s most influential brands are positioned and experienced. Alongside her work in Patriksson Group, Lena holds several board positions across leading Nordic companies and cultural institutions, including hospitality, fashion and design-driven brands. Her work reflects a consistent focus on how storytelling, aesthetics and strategic communication can build long-term brand value. At From Stay to Story, Lena will explore how brands in hospitality and lifestyle can create relevance beyond the product or service itself — and how cultural context, creative direction and brand experience come together to form meaningful and lasting impressions.