Stockholm Mixed Use Development, Sweden - Commercial Strategy and Configuration Analysis


About the brand

The client is a leading global real estate company, which specialises in long-term asset management.

The asset is to be a significant mixed-use development in Stockholm’s central business district, with the aim of complementing the surrounding area, whilst providing something new, innovative and exciting for the city.

Stockholm, Sweden

The Challenge/Task

Pragma were asked to provide customer insight and determine the commercial strategy to assist with the planning and design of a premium mixed-use development in central Stockholm. The aim was to develop a proposition that would make the centre a leading part of the city centre retail landscape.


The work programme was focussed on understanding both customer demand and market supply in Stockholm, in order to define the optimum scheme proposition and model space requirements:

  • Quantitative and qualitative primary consumer research, as well as the development of a footfall model, to supplement up-to-date statistics and enable customer segmentation

  • In-depth review of Stockholm market supply, to inform key opportunities

  • Used aspirational benchmarking to calculate the optimum concept configuration for the development, with recommendations related to retail and F&B, whilst advising on the planning implications

  • Provided tenant mix analysis, to ensure that the centre has a coherent selection of brands

The Result

Pragma’s work provided valuable strategic insight to the client and project team concerning the commercial strategy, target customers, and optimum configuration of the development. The outputs of the study were used by the brand agency to develop the marketing material, the leasing team to justify the proposition, and the architects to plan the space.