City: Stockholm
State/Province: Stockholm
Country: Sweden

Staffan Ingvarsson, CEO, Stockholm Business Region AB:
Urban Escape was important in revitalizing a part of Stockholm central business district. The square, Brunkebergstorg and the surrounding area has since the 70’s been unsafe. Few people wanted to spend time in this area. After the revitalization of Brunkbergstorg and the creation of Urban Escape this area of Stockholm is thriving. People go to the square and Urban Escape to meet, relax, eat, shop and work. It is alive during many of the days hours and there is a constant flow of people which not only promotes safety but adds to the attractiveness of Stockholm. What makes it special to me is that it is a good example of a kind of city planning which takes humans and their needs as well as collaboration as a point of departure.

As CEO of Stockholm Business Region I am responsible for Stockholm’s ability to attract and retain companies, investment, talents and visitors. In this regard Urban Escape and the transformation of Brunkebergstorg has had an impact. It has transformed parts of Stockholm CBD from an financial district to a thriving community of fast growing industries and today houses companies as Spotifys HQ, Microsoft, WeWork, Kindred and Netlight. It has become a magnet for tech and innovation which has increased Stockholm’s overall attractiveness. It is a city space we proudly present to investors and media. Moreover it has become a go-to destination for tourism. Many want to visit the square, discover its rooftop areas, visit the Mall and stay at the hotels.

One large obstacle was the perception of the area. Few dared to invest in this part of Stockholm due to its bad reputation and arduous history. It was also a complex city space to create and vitalize during a long build time. The property owner collaborated closely with a variety of actors – City of Stockholm, Liljevalchs which houses one of Sweden biggest art scenes, the innovation house Epicenter and one of the Nordic region’s most important hotel owners Petter Stordalen to make it a space where people want to be.