Equipped with stickers labeled "ChillSpot - approved!", a productrange consisting of Laidbags, MayaHammocks and a chill clothes-Collection (a ChillOutFit actually), a great belief in his own movement LicenceToChill, and an unimaginable courage, Tom - alias "The HammockMan" hopes to take NY in a air balloon adorned with a drawing of his patron, ChillBill!

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Laidback is a phenomenon. Through a philosophy where relaxing is the overriding, a popular movement against stress, this small company created (or maybe meet, my words) a large and unique market - almost a fan base. Hammocks woven by mayan indians, foambags (selfmade, my words) which is something completely different than a beanbag, a lounge in the city center (LaidbackLounge), a bus (the old book bus to Akershus county, actually, LaidbackBuzz), a camper, newly developed clothing and countless "performances" on festivals and a massive media thatch (this is cool, slightly odd and insanely visually), Tom painstakingly built up a large fan base and an impressive customer portfolio. And over it all the slogan that proclaims to one and all: It is about combat stress! Chill!

Now he will take Manhattan!

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He has definitely taken Norway. Thousands of people have smiled and chuckled when they have thrown themselves down in a hammock or a bag in front of the bus or the little eggstyled caravan, as Tom has dragged around with. He has visited all the major festivals in Norway. Not just the big rock festivals, but also places like MoldeJazz and Literature Festival (more high-cultural stuff, my words).

Few have received similar attention. Tom has known how to please and attract the press, he thinks visually and large. Many full pages in all the major newspapers and frequent performances on radio and television proves that his ideas are “valid”. Journalists recognize his ideas, and they see that there is something people dream about. And it is;  chilling in a hammock at one of Oslo's ceiling a warm summer evening, - to fling himself down in a nice bag in the middle of a chaotic festival - to be located across a large hammock on a television room with all the family after a long work week – and to break the conventional meetingtyranny (in LaidbackLounge, my words), and rather meet in a room filled with lovely bags (LaidbackLounge, its our office and meetingroom in Oslo, my words) ...

Tom is a true entrepreneur, and a bit different. He has worked very hard (its true, my words ;)) and determined with his project (soon 15 years actually). He flies to new challenges every day, and bubbling over with ideas (its close to a problem, all this ideas, my words. I also must add that I have been faithful to the basic idea all this years). Now he is about to establish two positions in his small company, and Laidback is about to launch a clothing line (branded ChillBill). More comfy than anything the world has seen so far (according to Tom). On top of this, this man will take Manhattan - in a hot air balloon!

INNOVATION NORWAY and Laidback
Innovation Norway has followed Tom and Laidback close the last three years. He has been appointed to the Science Park in Hedmark county, received good support, and a more secure foundation for the business. But even for Innovation Norway, this project is especially. There are following many creative companys, but Laidback is maybe some of the most unique. Especially because it is such a clear philosophy of the foundation for all products, their development and the market strategy.

A: CASE STUDY - TWO: TV DOCUMENTARY
We believe that following Tom in his little "crazy" trying to conquer the world's coolest city (with a television team) will give other entrepreneurs, businesses, and to the extent that any person who sees it, inspiration and guts. We would like to sit down with Tom in a Laidbag to find out what the whole concept of his thinking. We would like to see him land on Manhattan, and venturing out into NY equipped with stickers with the inscription "Chill Spot - approved", if he finds chill spots in this crazy city? Or is it just stress?

Tom might have found a soulfriend in NY. The man who has written a successful book, "New York's 50 Best Places", Allan Ishac. The book is a guide for those seeking a different New York than Times Square. Tom will also pay a visit to the Innovation Norway's office in New York to get on with his project - namely to establish Laidback in Manhattan (and ChillBill in the US, my words).

PRACTICAL APPROACH:
Fabelaktiv (the tv-production company, my words) strongly believe that this material is suitable for a wide television audience. Our ultimate goal is to produce a television documentary about Laidback and the "Manhattan Project". There are several ways that can lead to that goal, and given that we already are a manufacturer of Innovation Norway, and have a good experience to produce case studies in this context, we see that it can be the first phase. Then we can use this material to develop a unified documentary for television, where we proceed with the project.
 Hamar, January 31, 2011
 Arild Halvorsen

(translated by Tom Madslangrud)