With Karta it wasn't just about the geography of a place, but the personal experience in that place that gave it real relevance. We believed there was value to people to being able to archive their experiences, to share the places they loved and collect the places they wanted to go—Karta turned into a vessel of self-expression through location.
 

Whether traveling or in your own city, wanting recommendations from friends or people with similar interests wasn't a new concept—but there was no easy way to make this exchange. Karta allowed people to curate, archive and collaborate on public or private collections, called kartas [maps in Swedish].