J.P. Morgan Private Bank celebrates Swedish excellence by hosting curated conversations with innovators and elite athletes, including Christian von Koenigsegg and Olympic medallists. These curated moments offer guests unique access to the minds shaping Nordic innovation and sports.

Celebrating 40 years of the M3, BMW's "Motorsport" theme features a display of true icons. Guests will also have an exclusive opportunity to preview upcoming, unannounced models globally for the first time.

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Get behind the wheel of the latest innovations at the BMW Test Drive.

As the Hypercar Partner, Koenigsegg presents its largest Megacar display ever in Sweden, featuring brand new customer unveilings. Guests can also visit the Ghost Shop, experience Ghost Gleam, and meet founders Christian and Halldora von Koenigsegg.

Hästens invites guests to discover the connection between exceptional sleep and wellbeing through personalized sleep consultations. The experience includes a showcase of the Grand Vividus, representing the pinnacle of their meticulously handcrafted beds.

Norrviken offers a curated program of art and sensory experiences, including exhibitions by Henrik Wahlström and Peter Frie. Visitors can wander among Kim Simonsson's monumental Moss People and explore the immersive Garden for the Senses.

As the Social Impact Partner, Project Playground shares its work empowering vulnerable youth in Sweden and South Africa through educational and psychosocial support programs. Representatives will be present to engage with guests and highlight how long-term partnerships create tangible impacts for children.

The Macallan invites guests to an elegant lounge setting at "Halmhuset" to discover some of the world's most unique and rare whiskies. Attendees can experience bespoke cocktails, rare drams, and explore the brand's uncompromised commitment to excellence.

Bang & Olufsen showcases its heritage of sound and design through the iconic Beolab 90 Alchemy Edition. Guests will also have the opportunity to meet Le Mans legend Tom Kristensen at the Bang & Olufsen House.

Salesforce hosts a Luxury & Lifestyle summit at Ravinen to forge strategic alliances and exchange insights on customer experiences. The global AI CRM leader has invited exciting brands to discuss delivering both exquisite service and tangible bottom-line value.

Nardone Automotive presents its vision of the reimagined Porsche 928, blending timeless design with modern engineering. Guests can meet Thierry Nardone and explore an alternative automotive timeline brought to life.

Lamborghini showcases its latest super sports cars and innovations, including a truly exceptional and rarely seen model on display. The team will be present to welcome visitors and share the rich Lamborghini story.

Flexjet welcomes guests to their lounge in the VIP Garden with champagne and an introduction to their elevated approach to luxury private aviation.

The team looks forward to connecting with attendees over a weekend centered on performance and meaningful experiences.

Vogue Scandinavia hosts a curated lounge featuring conversations with exceptional guests like Olympic athlete Johannes Klæbo and chef Tommy Myllymäki, alongside brand showcases from Gents, Bolon, and Re:Flow. Guests can enjoy food, Deutz champagne, and watch a Mini Cooper be transformed with iconic Paul Smith stripes.

Goodwool offers bespoke "The Aurora" livery covers to category winners and presents awards to daily BEST OF SHOWFIELD winners. They will also feature their bespoke covers for collectors and enthusiasts at the MOTIKON stand.

BRABUS offers an exclusive showcase of highlight supercars and a hospitality lounge, alongside a main stage discussion on art and craftsmanship by CEO Constantin Buschmann. Guests can also experience the new BRABUS BODO during the Special Car Presentation.

Willab Garden showcases its Nordic greenhouse and conservatory craftsmanship with a stunning greenhouse styled by podcast duo Hanna & Rebecca.

Guests can explore inspiring ideas for their own outdoor spaces featuring products proudly made in Båstad.

Axopar invites guests aboard the all-new 38 XC Cross Cabin and the award-winning 29 XC Cross Cabin at the Yacht Show. Designed for adventure and all-weather usability, these boats showcase the best of modern Scandinavian boating.

Chubb Sweden provides specialist insurance solutions for businesses and high-net-worth individuals, offering expertise in cyber, property, and financial lines. They deliver tailored protection and claims services backed by global networks and local underwriting expertise.

My Garage presents a curated collection of remarkable cars from brands like McMurtry and Dallara, featuring several models making their Swedish debut. Guests can enjoy chilled wines and light refreshments in the MY GARAGE lounge.

Risbjerg exhibits the Riva Dolceriva and Riva Iseo at the waterfront, showcasing the finest Italian yacht design and craftsmanship.
They welcome guests aboard to present the yachts and share the unique world of Riva.

For the kids! Enjoy ice cream from Lejonet & Björnen, refreshments from Joe & The Juice, garden games, the BMW Kids Race Track and encounters with Norrviken's famous peacocks. It's the perfect place for younger visitors to play, explore and experience The Aurora in their own way.

At the center of Ferrari’s presence will be the Scandinavian premiere of the Ferrari Lounge — Ferrari’s concept of “being home at Ferrari”. Designed as an immersive Ferrari environment, the Ferrari Lounge will form the centerpiece of the brand’s presence throughout the weekend, bringing together Ferrari’s heritage, innovation and lifestyle in one carefully curated setting.

Experience the elegance of Champagne Deutz at The Aurora. Visit their dedicated Champagne bar at the Concours Stage, or enjoy a glass while visiting the Vogue Scandinavia lounge.

Discover the pinnacle of Scandinavian maritime design with Nimbus. Striking the perfect balance between thrilling performance, luxurious comfort, and refined aesthetics, every detail on a Nimbus is crafted with purpose. Step aboard this weekend to experience two of their most sought-after models firsthand.