Redwood Consulting delivers pan-European PR campaign for leading Swedish pension fund, AMF Fastigheter

October 15, 2015


Redwood, leading UK specialist in property communications, has developed and delivered an international media campaign to announce that client AMF Fastigheter has secured Nordic law firm Roschier for Urban Escape Stockholm, one of the most significant urban regeneration projects underway in Europe. Roschier will take 4,000 sq m at AMF Fastigheter’s Urban Escape Stockholm, the biggest office letting secured for the development which will see the wholesale regeneration of an entire urban district.

The media campaign targeted pan-European business and property trade media – and resulted in a range of coverage secured to profile the law firm’s impending arrival at Urban Escape Stockholm as the development’s largest letting secured to date.

 With 130,000 sq m of mixed use space anchored by two hotels and connected at sky-level by a unique rooftop gardens concept, Urban Escape Stockholm is championing a new approach to city development in the heart of the Swedish capital. Redwood’s role has been to showcase the urban development project as an innovative blend of retail, office and leisure space with a wider, yet closer network of businesses and people to encourage creativity, collaboration and knowledge-share.

 Back in January 2015, Redwood kick-started the campaign by bringing the BBC over to Stockholm to film the opening of Epicenter – the pioneering innovation hub for Stockholm’s booming tech community, located within Urban Escape Stockholm.

 Karolin Forsling, Chief Development Officer at AMF Fastigheter, comments: “As our flagship urban development, this is a strong base for Roschier to continue to grow its operations in Sweden. Urban Escape Stockholm has been designed for the workforce of the future, where the divide between professional and personal lives is blurred and people are encouraged to interact with a dynamic and diverse network. We have curated a space for a business community that thrives on ideas, co-creation and innovation.”

 Urban Escape Stockholm is being developed in line with LEED, the world’s most widely deployed systems for environmental certification of buildings.

 Norwegian hotel operator Petter Stordalen secured the first Urban Escape lease in 2014, to deliver two hotel anchors extending over 30,000 sq m and taken on a 20-year lease term. Stordalen is set to create two distinct concepts, a business and a luxury boutique brand, providing a total of 540 rooms at Urban Escape.

 Following a ground-breaking ceremony in August 2015 that saw the construction launched simultaneously in virtual reality via Minecraft as well as on the ground, Urban Escape Stockholm is now on site and is due to complete in 2019.

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Drew McNeill

Redwood Consulting

49 Greencoat Place



T:   +44 (0)20 7828 5553

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