H A L O A N D B E A M
T H E S T O R Y SCROLL DOWN
the
once upon a time…
There was a female entrepreneur named Agneta, dreaming of a beautiful holistic work-future filled with time for her sweet children, friends, elderly relatives, work/life balance and dreaming about working trough her passions towards a more beautiful world of tomorrow. All in one. She had it all figured out. And. She knew how it would combine all things she loved, mix her career tool-box and experiences by doing good for the future and a heart + mind + kindness + creative approach through business. She worked day and night to find her unique space, context and intersection that was genuine and pure and the basis for her life-work. This is her story.
the
prologue &
company soul
She said..”If halo&beam were a country, it would be Italy as I truly believe I was Italian in my previous life. If it were a car, it would be an old Fiat 500 parked in my beloved inspiration spot, Notting Hill in London. If halo&beam were a perfume, it would be an Eau d’Espresso as nothing triggers my work brain as the smell of Italian coffee. If it were a sound, it would be the rattle of a Piaggio scooter and the clatter of espresso cups in a busy urban espresso bar, filled with loud Italians in suits, on their way to work. If halo&beam were a pastry, it would be the first bite of a pane al cioccolato in the same bar.
There. In this setting, with the scent and the sound and the taste, I find my mental London/Italy destination, where I want to start my every workday. In the Pantone color code 12-0727 ”Sunshine”. Just like the colour of the halo surrounding the sun and the beams brightening up my heart and soul, while I am Pharrell-Happy-dancing on my way to my office-without-a-roof by the seaside. Following the divine sunset over my chocolate alp mountain top, Matterhorn.
And. One piece of the company soul will always be deeply rooted in the beautiful wilderness of Swedish Lapland and the beautiful nature of Scandinavia”.
© PHOTOGRAPHY + STORY + WORDS + STYLING by A G N E T A P E Y R O N © HALOANDBEAM 2023 + 2014 + AGNETA PEYRON STUDIO™ 2022 
THAT OFFICE BY THE SEASIDETHAT SOUND
THAT COFFEETHAT SCENT
THAT OFFICE BY THE SEASIDE
PLAY by COMMES DES GARCONS KEPT THE CREATIVE SPIRIT HIGH
2014
the
company love story
So..she went into re-inventing and re-shaping life, based on true colours, skills, passions, happiness and a strive for work/life integration.
And to clarify, she said: “This company love story is about creating my own professional context, based on the will to develop and leverage my knowledge and skills in a space where I find the true me. "My own work/life story 3.0" and "The all I ever wanted to work with company".
Creativity in combination with all the visual beauty in life is what gets me going and has always been my strongest driving force. I have a passion for contemporary design, music, fashion, contemporary art, architecture, photography, interior decoration, food, health, travel, the beauty of life and nature, marketing, media, storytelling, fine art, illustrating, technology and brand building. This is where I find my inner glow and inspiration and the area where I belong. "Hands-on creativity" is my relief and the energy booster my mind demands to be fulfilled.
Business is my education and professional background. I combine my creativity with a strong business mindset and experience from working as a consultant in the advertising/media industry. I'm a nuanced thinker and I have tons of creativity to set free.
H A L O A N D B E A M will initially rest on two pillars. One business pillar as in marketing and media consultancy where I take on various projects, and one creative studio pillar, where I will be more hands-on creative, including creative media, writing, storytelling, painting, interior decoration, design, styling, product and concept development. Some would call it crazy. I call it work/life integration, lifestyle, a transformation and turning things around. I don’t want to wake up one day and regret all those things that I never did”.
the
backbone
….and her background was the advertising industry, the ever evolving media world, the city and Stureplan. She loved her job at the Global Media Agency. She loved working with the Clients and she loved her creative, sharp and fun colleagues. She also loved her elderly parents and her sweet children. She loved the nature and life. She loved spending time with the friends and people that she cared the most for and she had a great life, filled with friends, career and magic. Not much to complain about. She cruised between a sparkling, fun, super hectic, dynamic media and advertising career and tried hard to balance family life and private life. And she felt that her career, knowledge and life experience was a safe harbour.
She loved life, family, friends and her close ones. Always with her heart on the sleeve. But. She also missed her own personal WHY. She missed the spark in her eyes when life did not balance well. And. She missed the scent of green grass, salty oceans, flowers and woods. She missed the smell of paint and hands on creativity. She missed her old interior design company when she was working with the wonderful design-like-minded two sisters creating a contemporary international interior design brand. She was slowly starting to miss the things that were difficult to combine and fit in to her crowded calendar. That was when she decided to take the step to fulfill the dreams of her holistic dream company.
“Ask yourself what is really important in life and then have the wisdom and courage to build your life around your answer”
And she spent days and nights to create something special and unique, laying her own basis for what would be her company, brand, concept and context. She was in all the details, in all the nitty gritty as well as painting the future with a big brush.
She took every photo. Picked every flower. Illustrated. Found what was genuinely her touch and feel, by doing it all from A-Z all by herself. She built her website from scratch. She styled everything. She spent days and nights to find her own unique context, basis, look and feel. She smelled the coffee. She was her own strategy advisor, leader and all in the nitty gritty details. Forming something unique at that time. A hybrid where she could combine her interests and passions with her full career tool-box, with doing good, get her work-life balance for the sake of her little girls by doing it all with a clear purpose and passion.
She was happy that things could take its time to develop and grow in its own pace. She had found her touch, feel and mix of her brand, her own calling and her way of doing it. All joy and bubbles. Step 1. Square A. She was ready for take-off.
the
start up
SHE SPENT SOME TIME ALONE IN THIS BEAUTIFUL GARDEN AND HISTORIC VILLA IN FIRENZE. TO CONTEMPLATE, TO DREAM WEAVE, TO PAINT WITH THE BIG BRUSH AND ILLUSTRATE WHAT WOULD BE HER COMPANY. IT WAS A PIECE OF ART AND HEART COMBINED IN AN ENVIRONMENT FILLED WITH THE SCENT OF ROSEMARY, SALVIA, BASIL AND BEAUTY.
I AM. THE MOST IMPORTANT WORDS AT HALOANDBEAM START-UP 2014.
“That thing that you do, after your day job, in your free time, too early in the morning, too late at night. That thing you read about, think about, dream about. That thing you do when there is no one to impress, nothing to prove, no money to be made and simply a passion to pursue. That’s it. That’s your thing. That’s your heart, your guide. That’s the thing you must, must do. ”
the
new kind of advisory board
She found her way to include the future generations Advisory in the company. The 90+ lovely giggeling fashionable storytelling and Advisor, Julia-the-dog representing dogs. And the kids.
She said:
“Every company needs, from time to time, the injection of fresh thoughts, can-do-attitudes, emotional support and some times just some good old wisdom.
At H A L O A N D B E A M we are strong believers in diversity of thoughts. Different people with different experiences bringing different perspectives. That’s how great ideas and great executions are born.
The H A L O A N D B E A M Advisory Board was an extreme representation of just that but also a great manifestation of what we believe in – kindness, wisdom, energy and a lot of fun.
“Can you bring me the latest fashion magazine please?”
JULIA-THE-DOG. THE CREATIVE INSPIRATIONAL DIRECTOR I PT I AND MORE.VERY SENIOR (90+), VIP, VINTAGE CAREERISTA, CLOUDBERRY QUEEN AND GIGGLING STORYTELLER. BRINGING WISDOM ABOUT THE TRUE BEAUTIFUL SMALL THINGS IN LIFE. THE “FOREVER PROVIDER OF WARM SOCKS TO PROTECT COLD FEET” I BEAUTIFUL HEART I EXPERIENCED THE UPS AND DOWNS IN LIFE I SHARP INTELLECT I NEVER ENDING CURIOSITY. THE ALWAYS-CUPCAKE-IN-THE-MAKING-BAKING-GLAZING AND THE ENERGIZING ICE CREAM TOPPING OF H A LO A N D B E A M´S CREATIVE STUDIO TEAM.the
love for nature
And she deeply loved the nature and all its raw beauty. She loved to spend time in the forrest, in the mountains and by the seaside and in the archipelago. Breathing oxygen, calming the system and finding balance, inspiration and energy through nature. To calm her thoughts and sometimes to distance herself from the digital world. Picking flowers, berries, mushrooms and just breathing the seasons. Like the scent of moss, apples, dark plums and leaves in the autumn. The scent of roses mixed with the salty ocean in the summer.
Finding ways to stay sustainable, to protect nature, the flora and the fauna, the dying seas and coral reeves, the flooding, melting ice bergs and all things connected, made her promise herself to make sustainability a priority in every decision. She loved animals so deeply and was devastated by reports about dying species. Gorillas and elephants. Hedgehogs and bees. Polar bears drowning and no fish in the seas. The alarming climate reports, the burning forests, the hurricanes, the melting ice bergs, the food waste and the storms.
We only have one planet and no planet B. And we do have the UN-17 goals as a guidance for doing good.
“If you can’t do anything. At least don’t do more harm. Enjoy the nature, treat our lovely planet with respect and don’t forget to experience the seasons”.
the
following years
As often happens, LIFE gets in the way when you least expect it and the direction changes accordingly. A slower pace during a few years, is now being replaced with a clear acceleration and full speed ahead.
the
contemporary photography & ART studio got a stand alone platform, shape and webpage
CH2. Chapter 2.
And she spent uncertain times creating and giving her new bubbly ART studio a stand-alone platform. Re-finding and re-defining her happiness, energy and joy through photography, ART and creation.
AGNETA PEYRON STUDIO™ is an ART-y world of its own, still connecting and powering the company and the brand
H A L O A N D B E A M™.
Lots in pipeline!
the
brand store
The H A L O A N D B E A M™ brand store and a new Chapter will start up soon.
Stay tuned!