Since 2023, we have partnered with Vasakronan and Skrapan to reposition the destination and strengthen its relevance in a highly competitive retail landscape on Södermalm.

Through a combination of social media growth, paid campaigns, influencer collaborations, and year-round events and activations, we have worked to create a more dynamic and engaging destination.

In parallel, we have developed a clear overarching strategy and a comprehensive brand book to establish a consistent red thread across communication, partnerships, and on-site experiences. Our work has also included a strategic approach to the physical environment of Skrapan, activating vacant spaces, introducing seasonal decorations, and creating initiatives that bring life and energy to the destination throughout the year.

Together, these efforts have contributed to increased visibility, stronger audience engagement, and a strengthened position for the destination, both for visitors, tenants, and future brands.