Greta Garbo is back - starring in SKF's initiative to overcome friction

GOTHENBURG, Sweden, Sept. 30, 2026 /PRNewswire/ -- Greta Garbo returns to SKF. More than a century after her first campaign promoting SKF, one of the most iconic figures of our time is once again the face of the company. Using AI technology, Garbo has been recreated. This time, she's drawing attention to groundbreaking magnetic bearings with the potential to entirely eliminate friction. At the same time, SKF is reintroducing a payment model pioneered by the company in 1919.

Before she became a global icon, Greta Garbo appeared in one of Swedish industry's campaign films for an international audience, with SKF among the companies featured. But for SKF, Garbo represents more than just a historical connection to the company's early years. Her journey reflects the values that have always driven SKF: the determination to keep thinking differently and the courage to challenge established conventions as the world changes. Today, around 20 percent of global energy is used to overcome friction in machinery and industrial processes, making friction one of the world's greatest sustainability challenges. To address this challenge, SKF has developed frictionless technology.

"Industry is facing growing demands to reduce energy consumption, strengthen competitiveness and meet the needs of increasingly energy-intensive operations. Our innovative levitating magnetic bearings eliminate friction entirely. But just as we did a century ago, we need to find new ways to lower the barriers to adoption and make the technology more accessible," says Rickard Gustafson, President and CEO.

The challenge isn't new. As early as in 1919, SKF faced a similar situation. Its solution became an offering that enabled customers to finance their investments through the energy savings generated by the technology over time. SKF is now reintroducing that same principle to make the next generation of energy-efficient technology more accessible and accelerate the adoption of solutions that reduce both energy consumption and climate impact.

"There are few companies in the world better at fighting friction than SKF. But having the most innovative technology or the most customer-focused payment model is not enough. The way we communicate must be equally innovative and inspiring. By bringing Greta back, we hope to open more eyes to frictionless and energy-efficient technology. Sometimes, we need to look back to find the best way forward," says Per Nilsson, Global Head of Communication and Brand.

SKF's magnetic bearings are used in data centres, cooling systems, semiconductor applications and other energy-intensive applications. By suspending the rotating shaft in a magnetic field without physical contact, the technology can reduce energy consumption, wear and maintenance while increasing availability.

Combined with AI-driven condition monitoring, it also provides operational insights for smarter asset management. By bringing together energy-efficient technology, digital intelligence and new business models, SKF aims to lower investment barriers and accelerate the adoption of more competitive and sustainable solutions.

The initiative has been developed in collaboration with Greta Garbo's family and Harriet Brown & Company Inc., whose support has ensured that Greta Garbo's legacy is handled responsibly.

Read more about the initiative here: http://www.skf.com/fighting-friction.

Aktiebolaget SKF
      (publ)

Since 1907, SKF has been making some of the world's most innovative bearings, seals, lubrication systems, condition monitoring solutions, and services to reduce friction. Less friction means more energy saved and by reducing it, we make industry smarter, more competitive, and more energy efficient, building a more sustainable future where we can all do more with less. SKF is represented in approximately 130 countries and has around 17,000 distributor locations worldwide. Annual sales in 2025 were SEK 91,583 million and the number of employees was 37,271. www.skf.com 

® SKF is a registered trademark of the SKF Group.

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Greta Garbo is back - starring in SKF's initiative to overcome friction

A curated collection of keepsakes inspired by the cities The Peninsula calls home 

HONG KONG, Sept. 30, 2026 /PRNewswire/ -- The Peninsula proudly presents its Destination Collection, a thoughtfully curated series inspired by the rich cultural heritage, iconic landmarks and distinctive craftsmanship of the destinations The Peninsula calls home. Designed as meaningful mementos of place, the collection invites guests and collectors alike to celebrate the spirit of travel through beautifully crafted keepsakes. 

At the heart of the collection are charming Pen Bear mascots, each meticulously dressed to embody the character of its city. From Hong Kong's auspicious lion dance costume and Beijing's elegant Peking Opera heroine, to Tokyo's sakura-adorned kimono and London's distinguished King's Guard uniform, every design celebrates heritage through refined artistry. Across the Atlantic, New York's varsity–clad bear channels urban energy and Chicago pays tribute to its baseball legacy, while Beverly Hills captures California's sun–kissed surfer lifestyle. The Pen Bear mascot from Paris exudes effortless chic, featuring a striped marinière, beret and miniature baguette, capturing the unmistakable elegance of the French capital.

Each Pen Bear is available as a plush toy or key holder, designed as either a treasured collectible or a stylish companion for life on the move. Complementing the bears are fine bone china mugs featuring iconic city motifs, as well as refined destination caps, extending the collection into wearables and home keepsakes.

Together, these pieces embody warmth, sincerity and the joyful spirit of travel, inviting guests to experience The Peninsula through stories of place, culture and artistry. The launch celebrates not only global destinations, but also The Peninsula's enduring commitment to craftsmanship and meaningful connections. Whether commemorating a personal journey or gifting a symbol of a beloved city, each item serves as a tangible reminder of treasured memories.

The Peninsula Destination Collection is available at participating Peninsula hotels and on peninsulaboutique.com.

About Peninsula Merchandising Limited

A subsidiary of The Hongkong and Shanghai Hotels, Limited, Peninsula Merchandising Limited distributes merchandise and licences Peninsula Boutiques in key gateway cities.

The Peninsula Boutique outlets are located at The Peninsula Hotels in Hong Kong (Boutique & Café), Shanghai, Beijing, London (Boutique & Café), Tokyo (Boutique & Café) and Manila. Peninsula merchandise is also available at selected retail outlets throughout Asia in Hong Kong and Seoul; online delivery available in Hong Kong at peninsulaboutique.com or through Tmall and JD flagship stores in mainland China.

About The Hongkong and Shanghai Hotels, Limited (Stock Code: 45)

Incorporated in 1866 and listed on the Hong Kong Stock Exchange, The Hongkong and Shanghai Hotels, Limited is the holding company of a group which is engaged in the ownership, development, and management of prestigious hotels and commercial and residential properties in key locations in Greater China, Europe, United States and Asia, as well as the operation of the Peak Tram, retail and other services. The Peninsula Hotels portfolio comprises The Peninsula Hong Kong, The Peninsula Shanghai, The Peninsula Beijing, The Peninsula London, The Peninsula Paris, The Peninsula Istanbul, The Peninsula New York, The Peninsula Chicago, The Peninsula Beverly Hills, The Peninsula Tokyo, The Peninsula Bangkok and The Peninsula Manila. The property portfolio of the group includes The Repulse Bay Complex, The Peak Tower and St. John's Building in Hong Kong, and 21 avenue Kléber in Paris, France. The Peak Tram, Retail and Others portfolio of the group includes The Peak Tram in Hong Kong; The Quail in Carmel, California; Peninsula Clubs and Consultancy Services, Peninsula Merchandising, and Tai Pan Laundry in Hong Kong.

Learn more at www.peninsula.com or follow us on Facebook and Instagram. 

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THE PENINSULA PRESENTS A WORLD OF COLLECTIBLE STORIES