Bob W, the tech-powered hospitality provider, has signed a lease for its first property in Sweden, marking a major step in its European expansion and completing its presence across all four Nordic capital cities.
The seven-storey property, a former hotel located in Stockholm’s vibrant city-centre district of Norrmalm, will undergo comprehensive refurbishment works to transform it into a Bob W building.
The operator has partnered with forward-thinking Swedish landlord, Altira, to convert the site located on the corner of Döbelnsgatan and Kammakargatan into a design-led, tech-powered space, with practical completion expected in summer 2025.
Bob W Stockholm City Centre is the company’s first venture into the Swedish market, strengthening Bob W’s foothold across Europe and adding to its presence in 17 cities across 10 countries.
The property is located in the heart of Stockholm, providing guests with unmatched convenience and easy access to the entire city. Surrounded by top cultural attractions, dining, and entertainment, the new Bob W is just steps from major museums, theatres, and a variety of restaurants. Ideally situated near a major business hub with numerous offices and tech companies, it’s also conveniently close to a Metro station, allowing guests effortless travel across the city.
In usual Bob W style, this property will undergo an extensive programme of refurbishment and redesign in collaboration with a local designer, in this case Stockholm-based Note Design Studio. Renowned for its many award-winning projects, Note will work closely with Bob W to deliver a sustainable, locally inspired design narrative to life.
With Note’s reputation for innovative, sustainable design, the collaboration highlights Bob W’s commitment to creating unique and immersive guest experiences that reflect local culture while aligning with the brand’s forward-thinking, eco-conscious approach. Note’s artistry will ensure that each space feels both authentic and inspiring, perfectly suited to Bob W’s guests in Stockholm.
Victor Hallengren, Head of Investments at Altira, said “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.”
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.”
The property is located in the heart of Stockholm, providing guests with unmatched convenience and easy access to the entire city.
Surrounded by top cultural attractions, dining, and entertainment, the new Bob W is just steps from major museums, theatres, and a variety of restaurants. Ideally situated near a major business hub with numerous offices and tech companies, it’s also conveniently close to a Metro station, allowing guests effortless travel across the city.
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.
“We will open the doors in 2025 and continue to explore and identify more suitable assets across Sweden and beyond.”
Bob W is one of Europe’s best-ranked international hospitality providers and currently has a Net Promoter Score (NPS) of 77, and an average guest rating of 4.7 out of five stars.
Bob W Stockholm will be a combination of studios with kitchens and one-bedroom apartments all backed by apps that provide a seamless digital front desk and robust customer service. Guests can easily select super-early check-ins or late check-outs based on live availability and have access to the mainly chat-based perfect host ‘Bob W’ for recommendations and local tips.
The operator’s ‘marketplace’ also connects guests to local breakfast spots, gyms, facilities, and a host of digital products to ensure a truly local experience.
Bob W was advised by Nordic Hotel Consulting in establishing its Swedish entity and finalising the lease agreement.
