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Single Londoners will be dreaming of their future spouses on the night of the 19th as ancient Swedish folklore works its magic on the capital.

An ancient Scandi verse says Midsummer Eve 19th June, sets many cradles to rock. For unmarried young people, it’s said that if you pick seven types of flowers and place them under your pillow at night, you’ll dream of your future spouse.

To celebrate the occasion, Beautifully Swedish brand Rekorderlig Cider will erect a 15ft wild flower sculpture at the Fulcrum on Broadgate giving the singletons of London the opportunity to pick their own flowers and enjoy sweet dreams of their future partner.



New data shows the UK’s Lonely Hearts Club continues to grow – the latest Office of National Statistics figures show that more than 50% of people aged over the age of 16 are single.

The data also shows that seven of the top 10 local authorities populated by singletons are all based in London.

Midsummer, which falls on 20th June is an uniquely Swedish holiday that celebrates nature and fertility – traditional customs include maypole dancing, drinking and eating pickled herring.

As the authentically Swedish brand, Rekorderlig Cider marks the charming tradition of Midsummer’s Eve by giving London the Beautifully Swedish treatment – bringing style and beauty to the streets of the capital.

Londoners can participate in Midsummer festivities sponsored by Rekorderlig Cider in Hyde Park on Midsummer’s Day on the 20th June from 12pm. Join the London Swedes as they bring the special Swedish holiday to life by hosting an afternoon of fun, traditional celebrations.

Rekorderlig Cider is brewed at the cider’s family owned fourth generation brewery in Vimmerby, Sweden, where it has been brewed since its first creation in 1999. The water is sourced from one of Europe’s most accredited natural springs, also located in Vimmerby, to produce the finest in cider products.

Stocked in a wide range of the UK favourite bars and supermarkets, £2.25/500ml bottle


WHAT:         London commuters picking flowers from a 15ft interactive flower installation to celebrate an old Swedish Midsummer tradition of dreaming of your future spouse

WHERE:        Fulcrum Broadgate, Exchange Arcade, EC2M 3WA

WHEN:         June 19, 2015

                  8am – 2pm

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