Case
The super investment during the pandemic - this is how Hotel Kung Carl succeeded
September 2025
Photo: Hotel Kung Carl
The first year of the corona pandemic - around the country, hotels are forced to close. But Hotel Kung Carl is going in the exact opposite direction. Here is the story of the daring investment that created growth.
The decision that changed Stureplan
Stockholm in the autumn of 2020. After a quieter summer, the corona pandemic is picking up again. Deaths are increasing and in November the government makes a unique decision: Only 8 people at a time are allowed to meet at public gatherings.
For hotels and restaurants around the country, the decision will be fatal. Many people choose to close the entrance for good.
At one corner of Stureplan – the capital’s epicenter for entertainment – a board decision is made in the exact opposite direction. The management of Hotel Kung Carl chooses to expand by taking over the corner premises towards Stureplan, where Starbucks was previously located.
“We were asked by the landlord Fabege. Even though everything felt like war and hell, they chose to believe in us. And we also believed in ourselves with our long experience of the industry,” says Lina Östlundh, interior designer at the family business behind Kung Carl and one of the heirs to the movement.
She recounts the story in the very environment that was created as a result of the decision. The bistro La Belle Epoque sits at Stureplan as a huge shop window for good drinks and pleasant conversations.
“We chose the theme to show our belief in the future. That after the misery comes brighter times. And that’s actually how it happened,” says Lina.
La Belle Epoque bar - beautiful and lovely
La Belle Epoque – a historic period of peace in France’s history – is described as a “beautiful and lovely time”. The colour festival in the 6-metre-high premises reflects just that. Here you will find everything from pink marble and mustard yellow background walls to intricate floral patterns signed William Morris.
At the centre is the bar, which follows the corners of the property with a soft waveform.
“I wanted it to be the cream of the room and I think we succeeded in that.
The code that appears is French, Art Nouveau (a kind of Art Nouveau) and royal.
“We have always had a royal element in our interior design. The hotel dates back to 1866 and is named after Karl XV. Both royalty and celebrities have thrived in our environments over the years,” says Lina, pointing to drawings showing everything from August Strindberg to Greta Garbo.
"I experienced a professionalism"
– Viktor at Resize took on the work with great enthusiasm. It was reassuring that there was a clear timetable at all times. I always felt that they were professional and that they really wanted to make us happy,” she says.
The assignment for Resize was to reproduce Lina’s design language in specially designed seating, chairs and tables.
– I love to mix patterns and make things that on paper may feel like a bad combination. But new opportunities open up if you work with the same color scale. Together with Resize, we have created an exciting environment for guests.
In total, there are four siblings who are involved in the future of the hotel group in various ways. Five years after the courageous investment at Stureplan, the results are clear.
“The hotel has gone very well. We have reached out to more customer groups. It also becomes clear that we have created more than one story. This is a destination in the inner city. We have several dining rooms and bars and have everything from events to concerts.
How do you invest in the future?
“We will continue to renew ourselves, not least when it comes to the dining experience and our restaurants,” says Lina.
Facts: The collaboration with Resize Design
After the collaboration with Viktor and the team at Resize Design, Lina Östlundh provided the following reference:
“Thanks to its experience and expertise, Resize Design has contributed to creating an exciting and beautiful environment. They are responsive, creative and have solid technical expertise. In addition, they are skilled at identifying potential shortcomings in the project and work solution-oriented. They have been very careful to ensure that we as customers are satisfied all the way to the final destination. I can warmly recommend Resize Design as a partner.”
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