Visiting Kungsgatan in central Stockholm should now be an experience. The vision behind the new Kungsgatan is for the street to be a destination in itself, not just one that people pass through.

There have previously been many different types of shops, and certain restaurants and clubs have sullied the overall impression of the street. The property owners and the organisation City i Samverkan wanted to change this by working together. So, five years ago, work was initiated on coordinating and planning the “new” Kungsgatan.

“Many different property owners have worked together closely on the project, which is unique. We’ve all had the same ambitions, which is probably unusual when you put different types of property owners together,” says Fabege’s head of market area Oskar Sköld.

The result will be a street with a well-selected blend of Swedish and international brands. Along with several exciting cafés and restaurants, Kungsgatan will become a meeting place for visitors, tourists and those who are working in the city centre. The transformation will stretch from Stureplan and all the way up to the Kungsgatan/Sveavägen crossroads.

“It’s important for a destination to have a range of shops, restaurants and cafés. Starbucks was one of the first cafés to open. We’ve then added concepts such as K25, with several restaurants gathered together in one place. We also have the new restaurant Mama, Gnarly Burger and an updated version of Panini called Play.”

What was missing on the “old” Kungsgatan?
“There was previously a huge mix of shops and brands: electronics, mobile operators, banks and pharmacies. Today, several of these premises have been leased to brands such as The North Face, Haglöfs, Iittala/Rörstrand, men’s fashion store A Day’s March, beauty store L’OCCITANE and the newly opened Adlibris flagship store. And it’s not finished yet – the idea is for the street to constantly develop,” says Oskar Sköld.

Do you have any particular target audience in mind?
“Those working in town, as well as visitors and tourists. The aim is to maintain and develop Kungsgatan as a retail area. We want to fill up the street with the types of businesses and concepts that are attractive. There are a lot of sports and leisure brands along the street, which means that those interested in sport can go from Adidas Original Store all the way down the street via Norröna and The North Face. Everything has been brought together here,” says Oskar Sköld.

Describe new Kungsgatan to a tourist who’s never been to Stockholm?
“The street has a special character. It’s a fashionable street with majestic facades, towers and bridges. Kungsgatan offers a beautiful environment with several attractive stores. Several Swedish and international brands and flagship stores have set up shop here,” concludes Oskar Sköld.