The hotel chain Strawberry and the world-renowned museum of photography, Fotografiska Stockholm, are entering into a strategic partnership. The collaboration aims to intertwine accommodation and culture, creating even richer all-inclusive experiences for both hotel guests and members. Through this partnership, both brands want to give visitors even more unique reasons to discover - or rediscover - Stockholm. The new collaboration gives Strawberry’s members and hotel guests access to a range of exclusive perks at Fotografiska. These include everything from discounted admission to tailor-made hotel packages. Among the offerings is the option to book a stay combined with museum entry and a "secret surprise," as well as an exclusive premium package where guests can enjoy accommodation, admission, and an award-winning three-course dinner at Fotografiska’s highly acclaimed restaurant. For Strawberry’s most loyal, Red Carpet-level members, even more unique opportunities await. Going forward, they will receive invitations to exclusive previews, new photography exhibitions, and other private events at the museum. Strong Brands in Synergy The purpose of the partnership is multifaceted. Beyond adding value and creating unforgettable experiences for guests, Strawberry and Fotografiska share a similar vision of modern lifestyle, creativity, and hospitality. "Just like Strawberry, we at Fotografiska are driven by creating vibrant meeting places and experiences that linger. By combining Strawberry’s extensive hotel portfolio, strong loyalty platform, and clear focus on hospitality and experiences with our mix of innovative exhibitions, contemporary culture, open dialogues, and award-winning gastronomy, we can together create even more reasons to visit Stockholm. Through this collaboration, we are making it easier and more attractive for people to discover, or rediscover, both Fotografiska and the city’s rich cultural scene." - Jenny Kaiser, CEO of Fotografiska Stockholm Strawberry also has high expectations for what this new partnership will bring to its loyalty club. "We always want to go 'the extra mile' for our members, and Fotografiska is a completely unique destination in Stockholm’s cultural landscape. Being able to offer everything from tailored packages featuring world-class dining to VIP invitations for our Red Carpet members feels fantastic. This is a perfect match that gives our guests an even stronger reason to check into the capital." - Christian Lundén, Head of Strategic Partnerships at Strawberry.

As Gothenburg moves toward its goal of doubling tourism by 2030, Quality Hotel The Book today opened its doors in Rundqvist’s former printing house to meet the area’s demand for affordable accommodations. Where the printing presses once ran hot, the area’s industrial heritage now intertwines with Södra Centrum, which is growing at record speed. Gothenburg’s tourism industry is growing faster than in other metropolitan areas, driven in particular by a surge in international tourists. Today, Strawberry will open its latest addition, Quality Hotel The Book, strategically located in the heart of the city’s expanding event district. The area is the driving force behind Gothenburg’s ambition to increase commercial guest nights from 4.5 million to 9 million by 2030. With neighbors like World of Volvo, one of the city’s new landmarks, Liseberg’s transformation into a year-round destination, and the Swedish Exhibition & Congress Centre just around the corner, the need for affordable and flexible accommodations with character has become even more significant. “It doesn’t get any more Gothenburg than this! Gothenburg is stepping up to world-class status as we speak, and I love it. We’re seeing the city grow faster than ever, but to reach our goal of doubling tourism, we need hotels that are truly accessible to everyone. With Quality Hotel The Book, we’re creating a destination that both celebrates history and embraces the future. This will be an iconic addition that makes the city accessible to more people - whether you’re heading to the concert of a lifetime, an international conference, or a fun-filled family weekend at Liseberg. Here, you should be able to relax, feel like you’ve come home, and just have a truly magical time,” says Petter Stordalen, owner of Strawberry. Where industrial heritage meets future of business Quality Hotel The Book is integrated into the historic Rundqvist printing house from 1956 - a familiar sight to many Gothenburg residents. By preserving the building’s character, the hotel meets the modern traveler’s desire for authentic environments, including by incorporating elements of the printing house into the decor and interior design. The hotel is situated at the intersection of the Gårda cluster’s new skyscrapers and the major public venues. With thousands of new jobs in landmarks such as Citygate and Kineum, the hotel fills a void for the modern business community, which seeks distinctive environments even during the workweek. The location is also a logistical triumph. With Korsvägen serving as a hub, Landvetter Airport is just a 20-minute drive away, and with the development of the Västlänken, the hotel will become one of the most accessible destinations in the region. Future plans for a new arena district featuring a multi-purpose arena and a central swimming facility will further cement the area’s role as a leading events destination. “Quality Hotel The Book is so much more than just a building; it is a space waiting to be filled with life, magic, and unforgettable stories. Our dream team is in place, and we are all ready to write the very first chapters of this hotel’s history. It feels amazing to finally welcome our guests to an environment where every interaction is unique and where we have the chance to make someone’s day just a little bit better. I am incredibly proud that we are finally opening the doors to Gothenburg's newest gem, and that we can start creating moments that stay with our visitors long after they check out,” says Aurel Balika, General Manager of Quality Hotel The Book. For Gothenburg to achieve its growth goals, it needs housing options that work for everyone. This includes everyone from international business travelers and major sports teams to families with children. Quality Hotel The Book is tailored to be a comfortable base, with rooms specifically designed for maximum flexibility without compromising the hotel’s unique identity. By offering a hotel experience with a distinct character at a competitive price in one of the city’s most rapidly expanding locations, the hotel becomes a crucial piece of the puzzle in Gothenburg’s urban development. Here, history and the future meet under one roof. Facts Quality Hotel The Book:

Opening: June 1, 2026.

Address: Lisebergsgatan 10.

Number of rooms: 215 rooms designed for both business travelers and families.

Floors: 15.

Restaurant: The Social Bar & Bistro.

Bar: Lobby bar with a focus on socializing.

Facilities: Parking garage in connection to the hotel.

Hotel operator: Quality Hotel, Strawberry.

Property owner: Fastighets AB Typographia (ByggGöta, Profura Fastigheter, Grandab, and SRU AB).

General contractor: Byggnads AB Tornstaden.

It was a night of triumphs for the hotel group as the prestigious magazine Falstaff presented the Falstaff Nordics Hotel Guide 2026 on May 26th. During the gala event, hosted at the Strawberry-owned Hotel At Six in Stockholm, the hotel group swept the awards, taking home eight major awards across three countries. The Falstaff Hotel Awards bring together the elite of the Nordic and Baltic hospitality industry to honor the region's absolute finest hotel experiences. When this year’s winners were announced, it was clear that Strawberry dominated the podium in Sweden, Norway, and Finland alike with its unique concept and lifestyle hotels. “Our goal has always been to offer a diverse portfolio of strong brands that stand out in their respective markets. Having Falstaff recognize everything from our Japanese spa concepts to historic luxury hotels and modern lifestyle venues is a testament to the fact that our breadth is our absolute strength. This sweeping victory shows that we are not only leading hotel development in the Nordics, but that our fantastic teams succeed in turning these unique concepts into world-class guest experiences every single day,” says Torgeir Silseth, CEO of Strawberry. In Sweden, Stockholm's Hotel At Six claimed the prominent title of Best City Hotel for its ability to combine modern design with a vibrant, cosmopolitan atmosphere. Meanwhile, Yasuragi, located just outside the capital, solidified its unique position in the Swedish market by being named Best Spa Hotel. The awards continued in Norway, where Amerikalinjen in Oslo was crowned Best City Hotel, while the coastal gem Farris Bad in Larvik took home the title of Best Spa Hotel. Additionally, the iconic design hotel THE THIEF on Oslo’s waterfront was celebrated as its General Manager, Martin Andersen, was awarded the prestigious Hotelier of the Year title. Norway was also the backdrop for a personal honor, as Strawberry’s founder and owner, Petter Stordalen, was named Hotel Entrepreneur of the Year for his visionary work in shaping and expanding the Nordic hotel market over three decades. Strawberry also swept the most coveted categories in Finland. The historic luxury hotel Hotel Kämp was named the prestigious Hotel of the Year. Its art- and design-focused neighbor, Hotel St. George, was simultaneously named the country's Best City Hotel, completing the group's Nordic success story for the evening. All awards won by Strawberry at the Falstaff Hotel Awards 2026: Sweden: Best City Hotel: Hotel At Six, Stockholm. Best Spa Hotel: Yasuragi, Stockholm. Norway: Hotel Entrepreneur of the Year: Petter Stordalen Hotelier of the Year: Martin Andersen (General Manager, THE THIEF) Best City Hotel: Amerikalinjen, Oslo. Best Spa Hotel: Farris Bad, Larvik. Finland: Hotel of the Year: Hotel Kämp, Helsinki. Best City Hotel: Hotel St. George, Helsinki.

Västerås continues its expansion, and Strawberry is now taking the next step to meet the rising demand in one of Sweden's most dynamic industrial districts. With the establishment of a new Home Hotel at Finnslätten, a long-awaited meeting point is being created in the heart of the nation’s center for energy and automation.

The Nordic industrial sector is facing a critical bottleneck: the lack of high-quality housing for the required workforce. Now, Petter Stordalen’s Strawberry Group is launching a new company, Lynra. By combining climate-smart modular construction with "hotel DNA," Lynra aims to challenge the traditional industrial services market, targeting a billion-kronor turnover within five years.

In the fall of 2026, Hotel Öresund Conference & Spa in Landskrona and Hotel Carlshamn in Blekinge will become part of Strawberry’s hotel portfolio. Through a franchise agreement with Thandagruppen, local entrepreneurship will be combined with Strawberry’s Nordic reach and growing loyalty program.

Reducing the impact of the supply chain requires innovative thinking and circular solutions. Through a unique collaboration between Strawberry, juice producers Råsaft and Rscued, and Dafgård, pulp leftovers from juice production are now being transformed into fiber-rich breakfast rolls. The new rolls will be a permanent feature of the breakfast buffet at most Strawberry hotels. For several years, Strawberry has offered juices and smoothies from Rscued and Råsaft. Rscued's products are made from rescued fruit and vegetables. Now, the collaboration is taking the next step by also utilizing the fiber-rich pulp left over from juice production, a resource that was previously lost. – We have been thinking about the waste streams from juice production for a long time. Today, the fiber-rich pulp is usually turned into biogas or potting soil, but it is actually a fantastic raw material that could be used for something more. So I called André Johansson, Executive Chef at Strawberry, and pitched the idea of baking breakfast rolls using the pulp, says Truls, co-founder of Rscued. From juice to rescued bread The process begins at Rscued and Råsaft, which send the pulp leftovers on to Dafgård's bakery in Källby. There, the rolls are baked in three different flavors, with beetroot, carrot, and apple as the base for each roll. The result is not only waste-smart, but also produces moist and naturally colorful rolls with a high fiber content. – Food waste and sustainability are high on our agenda, so when Truls called, it was a no-brainer to join forces. Thinking outside the box and challenging the status quo is exactly how we want to work with our suppliers, says André Johansson, Executive Chef at Strawberry. Starting in March, the waste-smart breakfast rolls will be a permanent option at most Strawberry hotels across the Nordic region. This initiative is an important part of Strawberry's daily work to achieve its goal of halving food waste by 2030. By creating new products from raw materials that have already been used once, emissions in the supply chain are significantly reduced. While the group's internal goal is to halve food waste in its own operations, this collaboration demonstrates the importance of also finding solutions together with suppliers. Integrating circular processes into the value chain creates innovations that contribute to truly sustainable food production. About Rscued Forty percent of everything grown in the world is thrown away. Rscued wants to change that. Fruit and vegetables that are at risk of being thrown away are collected and turned into delicious juices, shots, smoothies, and lemonades. Since the beggining, the company has saved thousands of tons of fruit and vegetables from growers, wholesalers, grocery chains, industries, and fruit basket companies. Since 2023, Rscued has been part of Better Jusage AB. About Råsaft Since 2013, Råsaft has been producing cold-pressed juice in its micro-pressing facility outside Stockholm. Fresh fruits and vegetables are carefully selected according to season, and taste is always the focus. The juices are available in both Sweden and Finland. Since 2023, Råsaft has been part of Better Jusage AB. About Dafgård Gunnar Dafgård AB is Sweden's largest family-owned company in the food industry. The company produces, sells, and distributes frozen and chilled foods for restaurants, commercial kitchens, and the consumer market. All food preparation takes place in the kitchen in Källby, located just outside Lidköping. The company has a turnover of approximately SEK 4.5 billion and employs around 1,400 people.

Strawberry, Viscaria Kiruna AB, and MG Link have entered into a comprehensive agreement to build and operate "Viscaria Village" in Kiruna. The initiative comprises 132 residential rooms and is scheduled for completion in the summer of 2026.

At a time when the construction industry is hitting the brakes and many are tightening their purse strings, Strawberry is doing the opposite. In 2026, the hotel group will execute its largest renovation initiative ever in Sweden. Together with property owners, over SEK 400 million is being invested to develop Stockholm's most iconic hotels.