case study - 08
Gamla Stan Reframed
date. 2025
city. Stockholm
Student work - making Swedish downtown appealing
The Berif
Task: Elevate the attractiveness of Gamla Stan. Shift the perceptions and inspire people to experience the area in a new way.
THE SOLUTION
About: Stockholm’s Old Town. Beautiful, cobbled streets and colorful buildings that look like a postcard. But with all that charm comes crowds of tourists, making it less tempting for locals to actually hang out here.
Target Audience: Young local Stockholm residence.
(Only 24%of Stockholm residents visit Gamla stan annually).
Challenge: "Sell" the old town. Shift Gamla Stans identity from “tourist-heavy postcard” to a district that locals feel has something to offer them. Making it relevant, social, and worth returning to beyond the tourist lens.
Insight: Young Stockholmers want authenticity. For them, “old” is cool when it feels real, social, and theirs. Not staged for tourists.
Idea: So, what if Gamla Stan embraced the idea that they are old, but still had something to offer?
Gamla Stan isn’t trying to change the truth.
They are old.
But old doesn’t have to mean not cool.
OOH
OOH
One of the oldest and commonly liked beers in Sweden, Falcon, will do a collaboration with Galma Stan’s campaign to promote the idea that just because something is old, doesn’t mean it is not cool.
Bars all over stockholm, outside of Gamla Stan will serve these Falcon cans when anyone orders a Falcon beer.
We will partner with restaurants in Södermalm that will hand out a “Still Cool” card with the bill.
QR Code Activation
By scanning the QR code on the card, you will have access to a short form.
Once completed, you will receive your virtual VIP card and have access to the newsletter.
With weekly notifications, users stay updated and never miss what’s happening at the coolest, most exclusive spots—making Gamla Stan feel like their new insider neighborhood.
This pass gives locals exclusive access in Gamla Stan to events, music, restaurants, and even discounts for locals.
