I am a professor of Ethnology, focusing on consumer culture, everyday life, and value-creating processes from contemporary and historical perspectives. My research is empirically grounded in everyday practices and lifestyle issues, with particular emphasis on how place and environments are shaped and given meaning in relation to sustainability and societal change.

A central part of my research concerns the relationship between commerce and place. The spatial organisation of everyday life is often in focus: how commercial environments are established and transformed, how consumption patterns develop, and how commercial structures interact with urban development and regional landscapes. 

I also do research on natural resources and water management, focusing on how these resources are used, valued, and integrated into new economic and social contexts. This research highlights how sustainability ambitions are realised in practice and how value-creating processes are shaped by the historical and social conditions of place.

I am the research director for CROCUS/Cultural Spaces and the Conditions for Creativity, an interdisciplinary network and a strategic initiative at Lund University that brings together four faculties (Social Sciences, Humanities and Theology, Fine and Performing Arts and Engineering.) In this role, I develop ethnographic and innovative methods to study how cultural processes contribute to transformation and the shaping of sustainable environments.

At the Department of Service Studies, I am coordinator for the research group Culture and Creative Industries, which focus how professional culture is organised, produced, and consumed, and how societal priorities affect the conditions for cultural and creative work.