Creative solutions that connect brands with consumers

Scandinavian XPO

Scandinavian XPO
a part of Airport City Stockholm

Scandinavian XPO facility is Sweden's newest meeting destination with over 40,000 square meters of combined meeting space. It contains 3 exhibition halls, as well as comfortable lounge environments, hotels, restaurants, bars, cafés, event areas, conference rooms, training centers, golf clinics and several other activities. We have worked in close collaboration with the developers and business owners at Scandinavian XPO to translate their needs into a vision, and based on that we designed the environments and solutions to create a fantastic experience for the visitors, exhibitors and operators.

With the proximity to Arlanda as well as Stockholm and Uppsala, the accessibility is the best in the country. We identified this, along with our Scandinavian nature and design heritage, as essential components for us when creating the brand for Scandinavian XPO. Other important factors we considered was to be able to incorporate our partners and exhibitors brands in a natural way. We also wanted to portray XPO´s focus on sustainability, the latest technology and world-class service.


Visual ID was asked by Arlandastad holding to create a vision for a new Exhibition destination that is linked to the airport and the city center with a train connection. The goal was to make the site perfect for organizers, suppliers and visitors alike. The vision was used to inspire the government and public to get on board with the project to be able make it a reality.

A vision but now with a location

Arlandastad holding bought Eurostop - a shoppingmall and hotel, that would be used as a base to rebuild and transform it into to the the vision of a new center for meetings and Expos.

creating a concept with focus on experience, brand & design.

Now the vision needs to come alive, we start to indentify new functions, needs and values in order to generate initial ideas and solutions for the future of meetings and expos. We work closely with all stake holders throughout the conceptual phase of the project to make the most functional, but also most attractive experience and spaces for the commercial products within the Scandinavian XPO. We also start to to think about how the physical destination connects to the digital functionality and experience.

Sweden’s Chambers of commerce

Petter Stordalen presenting the Concept of Scandinavian Xpo

The plaza

When designing entrance - the plaza area we wanted to include space for outdoor activities. So that it is possible for the organizers to start an event by welcoming their guests outdoors - in direct connection to the event-facilities. Therefore we designed solutions to be able to link events inside the premises with the outside world, all to create the best conditions available for creative activations in different forms.

blending New and old

One important question was how to blend the existing buildings with the new, so that everything feels coherent. We designed multiple solutions for this, and in the end we used the idea of working with shapes, materials and colors that relate to the existing buildings architecture. Then adding basic elements from the new design to the existing buildings to tie it all together.


The skybox is one example of adding elements to the existing architecture to unify old and new parts of the XPO area. Facing the road leading to Arlanda airport, it opens up the facade, creating a inviting connection to the people passing by. From the skybox you see the Arlanda Airport's lights and movement as a dramatic backdrop.


Package XPO and create a lead-generation website to gain attention and deliver sales-opportunities for this very versitile event faciliy using SEO, Adwords, and Social Media Marketing. Together with Patrik Slettman we made a very successful digital start for XPO to generate interest and test the products within the concept.

the inspiration for XPO

The location - where we are, and creating a point for people to converge. Scandinavian culture, design and nature was a fundamental starting point for colors, materials and form.


The Scandinavian XPO brand will convey a Scandinavian feel in color and form. A base of material in natural shades mixed with selected color components. It is a functional design that basically, with different expressions, contains playful and experiential elements. It is about environments with exciting lighting, graphic elements in both material and expression and color scheme. The graphic guidelines are designed to serve as a guide for the use of the brand in print, digital media and in physical form.

Signage System

To best connect our visitors to our location, services and wayfinding, we’ve built a sinage system that can be used in all our zones. From large signs needing legibility at distances, to small wall signage that only uses iconography, we have a consistent solution.

Facade Signs

These signs are large in scale, and show the Scandinavian XPO brand so people know they are near our area, or to simplify the way-finding experience for visitors.

updated vision

The plaza is dynamic in the use for whatever event you like to connect to the main halls inside, to be able to setup event zones as a intro where you can easily connect to electricity use digital screens and rebuild your zone with roof systems or why not create a culinary plaza with food trucks to welcome your visitors.

the welcome zone

The XPO experience was designed to centre around the meeting. From an easy sit-down on the welcoming stairs, to the top floor dedicated to meetings, events and lectures. You can see the exhibition halls from the top floor, making it possible to connect the events to what is happening below in the expo area. Physical signage and information relate to the digital touch points, creating a coherent experience from start to finish.

Adapting to different needs

Every event and customer at the XPO is different, and they all have different needs to make them a success. Flexibility is key, the rooms and areas are designed to be able to adapt to different situations.

Hall entrances

The hall entrances can easily be customized, the digital surfaces can for example be branded and it is possible to add service counters.

Creating a 360 experience

The use of light and natural colors/materials make it easy for other brand to own the space. The space outside the exhibition halls must be prepared to be used as events zones, working spaces or whatever is needed by the Exhibitors. This makes it possible to connect events outside the plaza, with the entrance halls, all the way into the exhibition halls

Meeting & presentation area

We call it the Tetris concept, spaces and modules that will adapt to the use needed.

Implementing our concepts

Working in close collaboration with the developers and project owners to maintain the vision, create/adapt solutions, and implemeting the design. We create principal drawings, specify materials and find furniture and interior solutions. At the same time we keep visualizations updated so that all stake holders have a common understanding of the vision.

Material & construction

We ensure that all the concepts we have developed for every zone is implemented. The impact of decisions based on cost, construction or other factors are taking into accout, and new adaptations are created.

Beginning with the basics

Before designing something outside the box we create a basic setup of zones and volumes that represent the functions needed in the space. This enables us to form the space around the experience and functions that we are after.

re Design

How to implement the designs from the vision down to design solutions that had to be redesigned to fit the budgets or the construction options available.

flexibel info desk

The project group wanted a dynamic info desk that easily can be transformed to smaller units to be placed in info zones when needed.

The stairs to a great meeting

The stairs can be used for big presentations where the presenter is standing on the ground floor with a big screen facing the stairs. The facade entrance doors can open up and allow access for cars and bigger objects which makes it possible for creative presentations in an exiting environment. On top of the stairs is a big house shaped opening that leads to the meeting and event area.

meeting rooms

The flexible meeting area is like an oasis with everything you need to make the day a success.

The need for an office

Social and informal meeting locations for the staff in connection to the meeting area was needed.

opening up

The xpo-staffs studio office is open and friendly, while still feeling proffessional. The office also has dedicated meeting and office rooms with glass walls that connects the employees to the event areas.

Grow when needed

The meeting rooms connected to the office can under high pressure events be opened from the other direction to create new meeting rooms for the customers.

flexible furniture?

There was a need for flexible furniture solutions that could transform a rooms functionallity. We visualized a concept for that - XPO work & service stations,

XPO & Hotel

Depending on the usage that is needed - the lobby can do the job.


Activation can be synced with the XPO for events, extra check in desks or whatever is needed to make the area add value at that occasion.

zone thinking

Every zone will work for activating but can also function in its basic mode.

add on function

More components will be added to the XPO functionality after testing the zones in stages. This will ensure that we provide the optimal experience and functionallity based on the customers and operators evolving needs.

overal zones

Conecting the overall experience suronding ScandinavianXPO from inside to outside will make XPO to destination for the future , where you meet, eat, live, exercise and experience in a professional enviorment all conected with a flow maximizing everything.


Render of XPO, now close to the end result

project group from us

Matte Wiberg. Niclas Svensson. Oskar Lindblom. Steven Mcdonald. Patrik Slettman.