The Bob W Stockholm Hotel Is Tech-Savvy for Urban Nomads

Stockholm might sometimes get overpowered by its more boisterous counterpart, Copenhagen, but the Swedish capital packs a punch when it comes to Scandinavian innovation and sophisticated style. Its dynamic, design-forward hospitality offering ranges from the recently revamped neo-classical Grand Hôtel – holding pride of place along the harbor – to the clever prison-adapted Långholmen Hotel. Joining the roster is the newly opened Bob W Norrmalm. Taking shape within an otherwise nondescript 1960s midrise, the tech-driven lodging features 51 smartly-outfitted apartment-style rooms, replete with ample seating and kitchens.

A wooden dining table with four chairs is set against a mustard yellow wall, decorated with a geometric wooden art piece; a vase with flowers sits on the table.

Internationally recognized local practice Note Design Studio carried out an interior design scheme conducive to the building’s history, the city’s ever-refined stylistic appeal, and the needs for discerning clients staying here for varying lengths of time.

A modern living room with a beige sofa, a black leather lounge chair with wooden frame, a red coffee table, a floor lamp, and heavy green curtains.

“[Bob W] is just a few steps from Stockholm’s lively city center and close to some of the capital’s best restaurants,” says Johannes Karlström, architect and co-founder of the interdisciplinary practice. “It’s a lively and vibrant area and therefore the perfect environment for a hotel designed for a progressive and modern clientele,” explaining that the studio drew inspiration from the building itself, which was constructed in 1965, when designing the interiors.

A modern living room with a beige curved sectional sofa, a black lounge chair, a red oval coffee table, and books, set against floor-to-ceiling brown curtains.

A seamless digital guest experience brings these nomadic urbanites into a cohesively stage interior – blending past and present – with the latest IOT innovations integrated at every turn

A modern living room with beige sectional sofa, red rectangular coffee table, olive green curtains, and exposed bulb ceiling lights.

It comes as no surprise that Note Design Studio chose to revive and incorporate many of the pre-existing elements that made up the previous hotel in its place. In some cases, the award-winning firm only introduced minimal interventions based on a careful assessment of necessary changes aligned with contemporary requirements and those of the near future.

A red table with a beige bowl, a closed book, and a dark spherical object on top, in front of a light olive green sofa with curved cushions.

A wooden cabinet with a red back panel stands against a textured wall, holding books, small objects, and several electrical outlets on its shelf.

A neatly made bed with white sheets and two pillows, flanked by two modern black lamps, with beige curtains and a framed artwork above the headboard.

“We set out to merge the design sensibilities of the 1960s with the spirit of present-day Stockholm, telling the story of a city in transformation, becoming increasingly inclusive and optimistic,” says Jesper Mellgren, an architect at Note Design Studio. “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.”

A minimalist hotel room with a neatly made bed, a small bedside table with a lamp, and an open wooden wardrobe with shelves containing stacked books.

A wooden cabinet with black square handles, an open shelf holding a stacked metallic object, and a countertop with books and a decorative bowl.

Luckily enough, the distinctive style of the era has regained popularity and relevance today. Tying everything together are monochromatic hallways linking the accommodations to the generous but not overly-abundant suite of amenity spaces. Throughout, slightly creamier beiges are intercepted by mid-tone wood built-in furnishings and oxblood red accent surfaces. The same tone carries across tile walls and bold furnishings that break up a crest sage green guest lounge.

A wooden cabinet with red shelves and black handles features a small white vase with a dried yellow flower on one shelf.

A compact kitchenette with wooden cabinets, a sink, microwave, and open shelving next to a round table with a black chair and a small vase under a skylight.

Carefully calibrated contrast and saturating is key when looking to highlight existing elements like exposed composite stone walls and drop ceilings. Distinctive art pieces – including pictorial tapestries created by Stockholm-based talents – make all the difference when paired with sparingly distributed vintage furnishings. Softening up the environment is matching wall-to-wall carpeting and floor-to-ceiling curtains covering entire walls and windows.

A small round table with a water glass, glass cup, and French press, next to a black chair under a hanging paper lantern in a modern, beige-walled room.

A cafe corner with dark brown tiled walls, a red table, a bench seat, a black high chair, a metallic coffee pot, a cup, and a pendant light overhead.

A kitchen corner with dark red tiled backsplash, red countertop, wooden cabinets, a white jug, a small vase with dried flowers, and closed brown blinds.

“Generic hotels and uncertain short-term accommodations are not keeping pace with how modern travelers live, work, and explore,” says Niko Karstikko, co-founder and CEO of the recently established but quickly expanding Bob W hospitality brand. “Today’s guests want authentic local experiences without compromising on comfort, consistency or quality. That’s exactly what we offer: first-class local design, exclusive amenities and a completely digital, hassle-free experience.”

A woven wall tapestry depicting a building hangs on a brown wall above a dark upholstered bench; three red light fixtures are on the brown ceiling.

A beige shaggy rug with a symmetrical abstract pattern in dark brown, black, and red tones, and fringed edges on the bottom.

Bob W and Note Design Studio are already partnering on the boutique chain’s next address: a repurposed police station in Copenhagen’s food mecca Meatpacking District. Set to open in 2027, the destination will surely reflect a similar approach: the coherence of precise renovation and tech-integration.

A framed abstract painting with a red background hangs on a brown wall in a dimly lit hallway with a spotlight above.

What: Bob W Norrmalm
Where: Stockholm
How much: $187
Design draws: A 1960s hotel carefully revamped in both monochromatic design treatment and integrated tech more conducive to the needs of urban nomads here for both long and short stays.
Book it: Bob W Norrmalm

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Photography by Riikka Kantinkoski, courtesy of Note Design Studio.

Adrian Madlener is a Brussels-born, New York-based writer specializing in collectible and sustainable design. With a particular focus on topics that exemplify the best in craft-led experimentation, he’s committed to supporting talents that push the envelope in various disciplines.