Hobo OSLO A burgeoning boutique brand lands in the Norwegian capital, disrupting the hotel scene with its local-led approach and optimism-first design by Studio Aisslinger. Words: Ianthe Butt • Photography: © Francisco Nogueira
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he stars aligned, making it a good time
with architecture and the collaging of three
to launch Hobo here in Oslo,” says Emilie
heritage buildings – two with pastel pink and
Stordalen, co-owner of Strawberry, the
yellow exteriors from the 1850s, the other
big-hitting hospitality group taking Scandinavia
in dove grey dating from the 1920s. “It was
and the Baltics by storm.
considered a strength for buildings to differ
Following successful openings in Stockholm,
from their neighbours, with contrasting façade
Helsinki and Copenhagen, the latest outpost
colours enhancing individuality,” explains Ajas
for Strawberry’s boutique brand is situated
Mellbye, Partner at Mellbye Arkitektur Interiør,
on Karl Johans Gate and Dronningens Gate
responsible for converting the former offices
in Kvadraturen, close to Bjorvika’s Munch
into an 181-key hotel. As well as encountering
Museum, the Snøhetta-designed Opera House
various preservation statuses and differing
and the rippling waters of Oslofjord. The district
volumes distributed across seven non-aligned
has historically been a business hub and tourist
floor levels, the firm was faced with the
thoroughfare, but times are changing. “It’s
challenge of connecting the structures in a way
slowly seeing an identity shift: new restaurants
that would enable seamless guest flow. As a
are popping up and locals are rediscovering
result, a glass roof has been introduced over the
the area,” explains Stordalen. “True lifestyle
courtyard, along with two new infill buildings
hotels aren’t that common in Oslo, the city
constructed from recycled Høine bricks.
typically offers high-end luxury or business
This union of architectural diversity
properties. Hobo is a middle ground: a design-
chimes with Hobo’s inclusive, rooted-in-
led, value-for-money stay for people who want
the-community ethos. “Travellers want more
to experience the authentic pulse of the city.”
genuine experiences,” notes Stordalen. “Hobo
This grounding in authenticity begins
Oslo lives and breathes local, showcasing new