Estonia is suddenly THE destination for the ultra-hip. And looks like Tallinn is the new Reykjavik.

 

It’s one of those nascent trends that almost got away from me. Fortunately my “Rule of 3” kicked in after Estonia popped up on three random, but consequential occasions.

This past weekend, the third hint was dropped and Estonia and Tallinn are now fully on my radar!

 

Read on below (def worth scrolling thru).

 

Hint #3:  The fabulous Michelle Lamy and her husband, designer Rick Owens visiting Tallinn

 

 

I follow her on Instagram (lalamichmich) and lo and behold where did she jet off to this past weekend? Tallinn, Estonia.

• For those of you not familiar with her. Michelle Lamy is a French culture and fashion figure, perhaps best known as wife, muse and creative accomplice of fashion designer Rick Owens.
• She is a key tastemaker and ALWAYS on the forefront of important culture shifts.

 

Hint #2:  CNBC just reported that Estonia has become one of the world’s most advanced digital societies.

 

 

Per CNBC:

When Estonia gained independence from the Soviet Union in 1991, the country took a digital approach to modernizing its economy:

• Taxes are completed online in under 5 minutes
• 99% of Estonia’s public services are available on the web 24 hours a day
• Nearly one-third of citizens vote via the internet
• They launched e-Residency to allow individuals to start businesses in the country without living there
• Digital nomad visas reflect their immigration policy and their desire to attract talented entrepreneurs e.g. Skype was launched in Estonia in 2003.
• Estonia is a member of the EU and has elected its first female president.
• Note to America: While Estonia becomes an advanced digital society, Philadelphia and other American cities are doing their best to stymie digital progress e.g. outlawing businesses from going cashless.

 

Hint #1: The Helsinki Connection

In looking back, I realize I first ran into Estonia as a thing while in Helsinki last year.

• Signs advertising 2-hour ferry rides to Tallinn (Estonia’s capital) dotted the waterfront and I heard tourists talking about it while wandering the streets of Helsinki.
• More importantly, lots of chit chat among the Helsinki hospitality crowd about the cool restaurant scene emerging in Tallinn. Link here for more on notable restaurants and bars in Tallinn.
• Lonely Planet named Tallinn its best value destination of 2018.
• Not that I’m planning to go there in the Winter, but Tallinn’s Christmas Market was voted best in Europe.
• I also discovered that Estonia has a quirky side. Any guesses as to their national sport? It’s kiiking – or Extreme Swinging. You do it standing up and the goal is to send one of those large swings 360 degrees around its spindle.

 

Bottom Line.

Need to do a bit more research but I definitely see Tallinn in my future – ideally next summer. Stay tuned.