Way Up North

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Way Up North, or WUN, started in Stockholm, Sweden back in 2015. Europe’s Wedding Photography Conference

01/11/2026

Alright! Tomorrow we begin the announcements, rolling out slowly over the next few weeks. The line-up is more or less set but not entirely. More surprises are coming this week involving the community and Paris.
Back in 2025 we ended our 10 year celebration in Stockholm on one idea: change. We also said change is sometimes slow. Vienna and Valencia have happened since then and you’ve already seen some of it.
It started with Michael Antonia. At the time we felt like he’d be our DJ forever. And why not. He’s the king. Then a feeling crept in: we need change even when it’s hard. Especially with Michael, because he’s endlessly loved by us and by the community. So the king was retired. Hopefully not forever, you never know, because we adore him.
Gentle adjustments are coming for Paris too. We love Pic-Time | Galleries for Photographers. We love Wooden Banana | Photo Albums. Both are woven into the fabric of Way Up North and our affection for them is no secret and hasn’t changed one bit.
The Storytelling Evening is an idea we came up with together with Pic-Time back in Vienna 2022, so the sentimental attachment there is real. The Wooden Banana Party has run for years. Literally years. But change should happen. So the Storytelling Evening is paused and it won’t be the Wooden Banana Party in Paris. Same as with Michael. Retired for the moment and nobody is saying forever. And same as with Michael, both of them are part of WUN for good. Knowing these two brands, we’re hopeful new ideas come out of this and get tried in Paris.
One more, because our own planning isn’t perfect and can always improve: WUNX. A format we’ve tweaked and fine tuned since we first tried it in Stockholm back in 2017. We still love the idea behind it. We don’t love leaning on an ageing format. So changes are coming.
Paris is a clean slate for new ideas. Resting on the past gets you a stale brand and we don’t want that. For those coming to Paris, WUN won’t be sitting on its hands.
Photo is from Stockholm 2025, the last time we did the traditional balloon drop. Everyone loves balloons. We love balloons. They were getting predictable though. Maybe not retired forever, but they are for now. One more example of moving forward.

31/10/2026

Today is the last day tickets for Paris sit at this price. Tomorrow, November 1st, they go up to the next level.

The difference between buying today and buying tomorrow is about the price of a Michelin dinner in Paris. Get in today and we hope you spend it on something fun over there.

And next week, the line-up reveal begins.

30/10/2026

Does anyone even see this?

That’s a feeling we have often when publishing anything on Instagram. We have no idea if it reaches your feed. Then we get a DM like the one we received today and we’re like... how did that happen.

We made a post yesterday about the Louis Daguerre photo that’s recognised as the first photo ever taken of a human. We were quite proud of it. It took some thought, and there’s a direct connection with the venue we’re hosting WUN at in Paris this May. We pressed publish, and the stats don’t lie: the post flopped. Until it didn’t.

In the post we mentioned the three Swedish filmmakers who did the research on Daguerre, which led to a bronze plaque going into the ground at Place de la République.

Then one of those Swedish filmmakers found our post and messaged us. Of all the people to actually see the thing, it was one of them. What are the odds.

Anyways, we know there’s magic in the air around the Paris event next May. We can feel it already. We see it in the line-up we’re building, we felt it in the theatre on our site visit, and now this message out of the blue. WUN in Paris will have magic.

Photos in this post are from the inauguration of the plaque earlier this month, shared with us by Maximilien Van Aertryck and Axel Danielson.

30/10/2026

Paris in May. Warm enough to eat outside, and before eight in the morning the whole street smells like a bakery. Later it’s flowers, everywhere you walk.

Two days that unfold alongside familiar faces you hug every few months when we all get together. If you’re new, you get the same welcome. Maybe you hang around the styled shoots, maybe you set up a shoot of your own under the Eiffel Tower. Somewhere in a break a stranger tells you about a photo booth near Gare de l’Est where the chemicals are off and everything comes out slightly green, and an hour later the two of you are squeezed into it. Then a walk along the canal with a fifteen minute pause over a glass of w**e. You see someone with the right face and ask for their portrait. The person from the photo booth asks for yours. That turns into dinner, and dinner turns into the closing party, where you let loose, maybe a bit too loose, but everyone does.

Welcome to a safe space. Welcome to WUN.

You won’t sleep much. You’ll go home jacked full of energy anyway, and at that time of year it’s exactly what you need heading into a summer of weddings.

Ticket prices go up Sunday.

29/10/2026

You might be seeing all sorts of updates from us these days, because there’s a lot happening.

So this message comes with one clear focus. The price of tickets for Paris increases November 1st.

The line-up is nearly complete, and when we share who’s coming, we’re confident you’ll want to hear from these people. It’s a professional, experienced, and prepared group. Add in that it’s Paris, and we hope a trip to France in early May is one for you.

About the photo in this post. Louis Daguerre shot it out of his studio window in 1838, and the exposure took so long that the whole boulevard emptied out. Carriages, horses, people going about their morning, none of it stayed put long enough to register. One man did. He stopped to get his boots cleaned, stood there for a few minutes, and that is how he became the first human being ever photographed.

Three Swedish filmmakers spent two years working out where he was standing, and Paris has now set a bronze plaque into the ground on the exact spot.

It’s a two minute walk from the Apollo, our host theatre. Same street, steps away from one another.

Way Up North is a Swedish company, and in May we’re bringing people who photograph people for a living to the place where the first person was ever photographed. There’s some magic in the air around all of this.

29/10/2026

Want to win a Paris ticket PLUS two nights accommodations at a four-star hotel near the venue in Paris?

Link in the first comment how you can do just that. Good luck!

28/10/2026

Crunch time. Paris tickets move up to the next price bracket on November 1st.

Behind the scenes we’re chipping away. The line-up is nearly complete, and the details with venues, activities, new sponsors and ideas are taking shape.

Our first trip to Paris is looking smooth. So smooth we’re wondering why we waited this long to take the show there.

Tickets via the first comment. We hope you save yourself a few euros and sign up for next May.

Image take inside the host venue, Apollo Théâtre.

26/10/2026

We all have a story and a photo to go with it. The tricky thing is finding a home to share these stories; now there is one.

This week in the WUN community, we’re letting those stories live their lives. In the app, we’re hosting five days of stories; you share one story a day each day this week. Wedding, non-wedding, serious, silly.

The stories you’d share over a b**r but never on your Instagram feed.

Come and be part of it. Share anything, it’s a safe space. And if you do play along, there’s a significant prize waiting for one of you at the end.

How it works is at the link in the first comment. Make sure you’re logged in when you visit, and from there all the details are waiting for you.

25/10/2026

Why build a community app that's free for anyone, anywhere, whether or not you've ever been to WUN? A sponsor asked us that the other day, and we figure a few of you are wondering the same. (head to our website, hit Log in, and you're in)

We could give the formal business answer. Let's talk about pets instead.

What you're looking at here are pets belonging to people in this community, all posted in Furry Lovers, one of the many spaces in the app. Some of these animals are no longer with us, some are very much still around. We'd never have known about them without the app. Same goes for the concert photographers in here, the eclectic playlists, the opinions on AI, the people making cyanotypes at home, the singles (yes, there's a space for that), and plenty more.

In the ten days since it went live there's been more sharing and more real connection than the Facebook group has managed in years. That's our own fault, although we're like you: hard to open Facebook without feeling you're selling off a piece of your soul.

So here's the ask. Start an account and post something. A selfie. The banger photo from this season you're thinking of entering into the WUN Awards. A travel photo you love. A song you've had on repeat all week. A guilty pleasure, a confession. It doesn't have to be your best work, it just has to be you. It's a safe space in there, and now it's ours to share. Post anything and you'll be surprised what comes back.

There's a whole industry of wedding creatives scattered all over the world with nowhere that belongs to them. Now there's somewhere, and we are on a mission to bring everyone together.

It's coming to the App Store soon, and there's plenty still to be released. The paint isn't dry because we're still painting. Come and be part of what gets built.

Adresse

Akademiestraße 13
Vienna
1010

Website

http://wayupnorth.co/

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