LEFT: Partner and architect Ann Marie Ekroth and CEO Nils Nilsson ABOVE & OPPOSITE: A strong story is communicated at every touchpoint of Story Hotel Signalfabriken, located amidst a collection of former industrial buildings in Sundbyberg
THE AGENCY The hospitality work of multi-disciplinary design agency Koncept Stockholm represents only a third of their business. Yet from architecture to interiors, resort to urban, grand to motel, their work in the sector displays a high level of mastery. Most of their hospitality work is focused on the Nordics and many of their projects are for Scandic Hotels, the biggest regional player, particularly following the recent extension of their footprint in Norway with the acquisition of Rica Hotels. Koncept Stockholm has helped Scandic advance their design-credentials in a way similarly sized groups struggle. They have also established the strong design identity of the fledgling Story Hotels group. Koncept Stockholm was established in 1996 and has completed over 1,500 projects (initially these were mainly in the office sector). Today some 60 employees, mainly architects, are based in the offices is the Östermalm neighbourhood of east central
Stockholm. Four of the five founding partners have been joined by three others who between them offer a good mix of design-based skills (architecture, engineering, interior design) and business-nous provided by the advertising and brand background of CEO, Nils Nilsson. Amidst much talk of “architecture supporting clients’ business” and “working with our clients” as opposed to “for” them, Nilsson notes: “Our clients have high expectations on unique architecture and spaces. We communicate each brand through interiors, buildings and urban environments that generate value and competitive advantages with strong creative level.” Partner and architect Ann Marie Ekroth drills down further: “What we do is value-based, it is not about choosing colours.” Koncept Stockholm use “architecture as a tool” for change and improvement, a process that begins with thorough research of each project leading to the formulation of ideas and different angles. These are then funnelled down to one proposal which “visualises the
concept-bearing part of the project” that is then tendered to the client. Whilst the majority of clients are Scandinavian-based, some, such as the Tiger and Acne clothing brands, give a global reach. Many agencies talk about a holistic approach to their work, but with Koncept Stockholm you get the impression they really mean it, their mantra being that “everything communicates the client’s brand and the business. All the details are important and the message needs to be decided at an early stage to make the design strong and clear.” A relevant yet imaginative story creates a flow in the design process helping to reinforce the hotel’s unique positioning. Work across a variety of sectors, from retail, office and residential together with hospitality, also allows for a cross-collaborative approach. “We are good at mixed-use work because we are informed about deliveries, access, security, safety, functionality and the efficient use of space across a wide range of sectors,” explains Ekroth, “plus we also get inspiration from
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