Hanne Lassgård
David Lassgård
Co-Founder & Creative Director, House of Lassgård
Hanne Lassgård is the Co-Founder and Creative Director of House of Lassgård, where she leads the creative direction of brand operating systems for athletes, cultural icons, and creators. Born into one of Sweden’s most recognized creative families, Hanne bridges worlds — combining Scandinavian design discipline with the lived craft and origins of Colombia.
A Bridge Between Tradition and Innovation
With a long background in the Swedish film industry and a bachelor’s degree in social work, Hanne brings a rare perspective to brand building: one grounded equally in human behavior, identity, and long-term ownership. Her work focuses on transforming personal relevance into ownable brands — ensuring partners don’t merely endorse products, but build lasting legacies.
Creative Direction Built From Origin
Before House of Lassgård, Hanne co-founded Lassgård Coffee, a specialty coffee brand rooted in chemical-free farming practices in the Andes. That experience shaped her philosophy: technology can scale a brand, but only real origin gives it a soul.
At House of Lassgård, she oversees the end-to-end creation of brands — from identity and product worlds to narrative and market execution — with a strict commitment to transparency, craft, and integrity.
Hanne’s voice on identity, reinvention, and modern ownership has been featured through the House of Lassgård platform and in publications such as Forbes Colombia.
David Lassgård is the Co-Founder and CEO of House of Lassgård, where he designs and builds brand operating systems for athletes, creators, and cultural figures who want to move beyond short-term endorsements into long-term ownership.
His work sits at the intersection of live experience, digital platforms, and operational systems — shaped by nearly two decades of building real businesses across Europe and the United States.
From Live Experience to Digital Systems
David’s entrepreneurial journey began in the nightlife industry. As co-owner and operator of Nightclubs in Sweden (2005–2008), he ran multi-venue operations, led teams of up to 80 staff, and delivered large-scale live experiences for thousands of guests each night. This early work formed a deep understanding of access, identity, logistics, and human behavior at scale.
In 2010, he founded iList Nightlife, the first mobile guest-list application on the App Store. The platform scaled to more than 200 clubs globally and later evolved into an internal HR and access-management system for IKEA Orebro, demonstrating his ability to translate cultural products into structured enterprise tools. The project concluded in 2017.
Building Systems That Hold
From 2018 to 2022, David co-founded Appin, a communication platform designed for large real-estate and mixed-use ecosystems. As Co-Founder, he led product development and cross-border operations between San Francisco and Stockholm, working closely with users, management teams, and commercial stakeholders.
The MVP was successfully adopted at China Basin, a major commercial landmark in the heart of the San Francisco Bay Area tech ecosystem, serving more than 5,000 tenants, including companies such as Lyft and Western Union. This validated the platform in a live commercial environment and reinforced a systems-first approach: building solutions that function under real operational constraints.
House of Lassgård & Long-Term Ownership
After relocating to Medellín in 2017 to reconnect with his roots, David refined a core belief: while many can build brands, only well-designed systems sustain ownership over time.
At House of Lassgård, he developed the Brand Operating System — a framework that enables partners to control sourcing, production, distribution, and long-term brand equity.
Today, David operates as a hands-on partner to athletes, creators, and cultural figures — working inside their businesses to design, launch, and run brand systems in the real world. His focus is on execution: aligning product, operations, distribution, and narrative into structures that scale, hold, and perform over time.