Nordic-based tech-powered hospitality operator Bob W has opened its first property in Sweden, Bob W Stockholm.
Located in Norrmalm, the new 54-unit aparthotel brings Bob W’s signature blend of cutting-edge technology, high-end local design and home-like comfort to the capital.
Set within a former hotel building, Bob W Stockholm offers stylish studios with kitchens and spacious one-bedroom apartments, designed to accommodate both short and extended stays.
The interiors, designed by Stockholm-based Note Design Studio, embrace the building’s original 1960s brutalist character with a local design focusing on vintage and upcycling and a seamless digital guest experience.
“We’re beyond excited to land in Sweden and bring Bob W to one of Europe’s most vibrant cities,” says Niko Karstikko, co-founder and CEO of Bob W. “Today’s guests want authentic local experiences without compromising on comfort, consistency or quality. That’s exactly what we deliver: top-tier local design, high-end amenities and a fully digital, hassle-free experience.”
Johannes Karlström, architect and co-founder of Note, explains that the studio drew inspiration from the building itself, which was constructed in 1965, when designing the interior.
He says: “This project is about using as much of the existing building components as possible, upgrading it while using minimal interventions, keeping the refurbishment efficient both in terms of cost and sustainability.
“We set out to merge the design sensibilities of the 1960s with the spirit of contemporary Stockholm, telling the story of a city in transformation, becoming increasingly inclusive and optimistic. In this narrative, the brutalist exterior represents a restrictive and modest past, while the interior reflects the playful and vibrant ideas of a bright future.”
Bob W Stockholm’s studios and apartments are fully equipped with the latest technology, offering a seamless digital front desk and responsive customer support. Guests can opt for super-early check-ins or late check-outs based on real-time availability and enjoy round-the-clock access to their virtual host, Bob W, ready with tailored recommendations and local tips. Bob W also connects guests to nearby breakfast spots, gyms, facilities and a host of digital products to ensure a truly local experience.
Sustainability also plays a key role in the Bob W experience. As the first international accommodation provider to fully offset the carbon emissions of every stay since 2021, Bob W offers complete transparency through publicly available environmental impact data.
Unlike typical short-term rentals, Bob W operates in commercial buildings and partners with local businesses, offering a more thoughtful, community-rooted alternative for today’s conscious traveller.
Karstikko concludes: “At every Bob W location, it’s all about delivering an authentic local experience. In Stockholm, that means everything from interiors by Note Design Studio to locally sourced art, designers and brands – every detail is a nod to the city’s creative culture. All of this is set in one of Stockholm’s best locations, offering unbeatable access and convenience for both city explorers and business travellers alike.”
