Sweden: Tech-powered hospitality operator Bob W has signed a lease for its debut property in Sweden, located in the capital Stockholm.
The seven-storey property, housed in a former hotel in the city-centre district of Norrmalm, will undergo a repositioning. It is expected to be completed in summer 2025.
Bob W has partnered with landlord Altira on the project, with Stockholm-based Note Design Studio overseeing the site’s renovation.
Bob W Stockholm will offer a combination of studios with kitchens and one-bedroom apartments, all supported by apps that provide a digital front desk and other customer services. Guests can select early check-ins or late check-outs based on live availability, and have access to the chat-based host ‘Bob W’ for recommendations and local tips.
The brand’s marketplace also connects guests to local breakfast spots, gyms, facilities, and and more.
Victor Hallengren, head of investments at Altira, said: “We’re excited to partner up with Bob W, an innovator in tech powered hospitality for the next generation of travellers, to transform this property into a high-quality, cutting-edge hospitality flagship.”
Niko Karstikko, co-founder of Bob W, said: “Stockholm is a market we have always wanted to enter and this expansion marks a key milestone for Bob W’s growth strategy. We are now present across all Nordic capitals, further solidifying our market leadership. We’re excited to introduce our flexible hospitality concept to one of Europe’s most dynamic cities.
“The new Bob W caters to today’s generation of guests that are looking for the consistency of a hotel with the comfort of a home, and a place to work, as well as rest. Perfect for stays ranging from days, weeks to months, our apartments blend local design influences with bespoke technology and offer a sustainable, flexible and convenient place to stay in one of the best locations Stockholm has to offer.”
Johannes Karlström, founding partner at Note Design Studio, said: “We are happy to partner with Bob W in establishing their first location in Sweden. This fast-growing challenger in the hospitality market is an exciting match for us. Our understanding of the design qualities demanded by the modern traveller, paired with Bob W’s sustainable, tech-powered offering, brings an innovative and energetic boost to Stockholm’s hospitality scene.”
