Inside Bob W’s Stockholm Apartment Hotel: Brutalist Roots, Modern Soul

A Brutalist Icon Reimagined

In the heart of Norrmalm, Stockholm’s lively central district, a new kind of hotel experience has taken shape. Bob W, the digital-first hospitality brand known for merging local character with modern convenience, has opened its first Swedish property in a striking 1965 brutalist building on Kammakargatan 5.

Rather than erasing the building’s concrete legacy, Note Design Studio embraced it. The Stockholm-based studio, co-founded by Johannes Karlström and Jesper Mellgren, preserved much of the raw exterior, using its bold framework as the starting point for a distinctly modern re-interpretation.

From Monochrome to Vibrant Interiors

Step inside and the atmosphere shifts. Monochromatic corridors intentionally create a subdued transition, heightening the impact of what comes next: vivid, personality-driven suites filled with curated vintage furnishings, playful detailing, and custom finishes.

Every studio apartment is fully equipped with kitchens and workspaces—making it suitable for short city breaks or long stays. Interiors strike a balance between comfort and statement: soft textiles offset bold color pops, while sculptural furniture references both mid-century Swedish design and contemporary global influences.

Digital-First, Human at Heart

Bob W’s brand DNA revolves around frictionless travel. Guests check in via a digital platform, unlocking doors with their phones and customizing their stay through an app. Yet, this isn’t a sterile tech experiment—the design keeps the human touch intact with cozy, detail-rich spaces that feel like home.

Sustainability as a Guiding Principle

Sustainability drove many design decisions. Rather than demolishing and rebuilding, the project re-used the structure’s shell and highlighted existing architectural elements. Vintage and locally sourced furniture further reduced the project’s footprint while celebrating Scandinavian design heritage.

Hospitality, Reframed for Stockholm

The result is a hospitality experience that feels both timeless and forward-looking. Brutalism’s geometric strength anchors the hotel in history, while Note Studio’s playful interiors bring it firmly into the present. For Bob W, it’s another milestone in expanding a hospitality model that values efficiency, authenticity, and design integrity.