Hotels and accommodation · Stockholm
Stockholm's hotel market is growing. The competition is decided by design.
Ruby Stockholm, Thon Hotel Vasa and Sheraton are renovating for hundreds of millions of kronor. Hagastrand opens with a 2,500 m² spa. When new players with clear design identities take market share, a generic hotel is not a neutral choice — it's a step backwards. We design hotels that give guests a reason to choose you right away.
400M SEK
ongoing renovation of Sheraton Stockholm — a clear signal about the market direction
2,500 m²
spa at Hagastrand — the new benchmark for wellness in Stockholm's hotel market
3+
New hotels will open in central Stockholm in 2026 with clear design identities
15–20%
of every booking is lost to OTA commission when the hotel lacks a strong identity
The real problem
A lobby without identity is a hotel's most expensive mistake
A traveler compares your hotel on Booking.com in three seconds. If the room photo doesn’t communicate something clearly, the guest will choose the one that does. It’s not a price you lose — it’s the commission you pay for every booking that goes through an OTA instead.
No need to book directly
Direct bookings require the guest to actively choose your website over Booking. This happens when the hotel has an identity worth seeking out — not when the room looks like any other hotel.
Low ADR without clear justification
Upward price adjustments require the guest to understand why. Design communicates value faster and more convincingly than any room text.
Weak social footprint
Guests photograph and share photo-worthy rooms and lobbies. Generic interiors don’t generate organic content — and that’s marketing you don’t buy back.
Growing renovation debt
Postponing renovation is a cost, not a saving. Every year of outdated interior design costs in the form of lower occupancy and pricing below market potential.
The process
How we work
1.
The meeting
We learn about the hotel's guest profile, pricing strategy, competitors and where you want to position yourself in three years. The design follows the business logic — not the other way around.
2.
The concept
Identity, material palette, lighting and flow. We visualize the result in 3D before a single decision is made.
3.
The design
Building permit documents, technical drawings, material specifications and FF&E list. All coordinated with your technical management and existing suppliers.
4.
The delivery
Construction management with minimal downtime. Photography and content production included at opening.
Contact us
Is it time to take the plunge?
Tell us about the size of your hotel, its current situation, and what you want to achieve. We'll get back to you within 24 hours with an honest assessment.
- Without connections
- First consultation free of charge
- Response within 24 hours
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