Villa Dagmar opened in 2021 as an intimate boutique hotel in the heart of Stockholm, and a sister property to Hotel Diplomat. Together with Studio Berg, we refined and developed the identity, building on an earlier creative vision and shaping the branding across the restaurant, flower shop, rooms, and cultural spaces. Named after Dagmar Bergsten, a woman from the family’s history, the hotel also draws inspiration from her residence in Båstad, an eclectic gathering place for friends and family in the 1920s and 30s. Much like that home, today’s hotel is designed as a lively meeting point that unites food, design, art, and culture.
Deliverables: brand concept & story / visual identity refinement / communication ideas
In shaping the brand story, we highlighted the influence of strong women from Dagmar’s time. During the vibrant years of the early 20th century, they helped shape a world of art, design, culture, and ideas. Figures such as Karin Larsson, Sonia Delaunay, and Hilma af Klint served as key references, visionaries who stood for culture, intellect, and modernity.
That spirit is carried into the hotel today, where art plays a central role. At its heart is an ever-changing exhibition space, developed in close collaboration with leading voices in the art world.
The iconic stripes are a recurring element throughout the design, interpreted in endless ways and combinations, and always used together with the Villa Dagmar color palette.