As is the case with many success stories, this did not follow an ordinary template. It began with a couple of brothers and their personal – and huge – interest in guitars. “It’s all about the twin brothers Samuel and Michael Åhdén, who have devoted their lives to guitars, amplifiers and related paraphernalia. They’ve spent 45 years creating the collection,” Fredrik Fagerlund, founder and head of PR at the museum, explains. This mecca for aficionados opened in 2014 but has already been crowned by international music magazines as the finest guitar collection in the world. And the visitors clearly agree: Guitars – The Museum’s average rating on TripAdvisor is 5.0. This s quite an achievement after only three years.