Creative solutions that connect brands with consumers

The development of Scandinavian XPO

Scandinavian XPO
a part of Airport City Stockholm

Tha 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 would be linked to the airport and the city center with a train connection. The idea was to make a site that would be perfect for organizers, suppliers and visitors alike. The vision was used to inspire the government and public to get on board with the project.

A vision and a location

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

a concept with focus on user 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 stakeholders 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 think about how the physical destination connects to the digital channels functionality and experience.

Sweden’s Chambers of commerce

Petter Stordalen presenting the Concept of Scandinavian Xpo

The plaza

When designing the entrance and 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 indoor event-facilities. We designed solutions to be able to link events inside the premises with the outside area, enabling organizers to create holistic event experiences.

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 options 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 an inviting connection to the people passing by. From the skybox you see Arlanda Airport's lights and movement as a dramatic backdrop.


We neede to "package" XPO by creating a lead-generating website to gain attention and deliver sales-opportunities. We did this by using SEO, Adwords, and Social Media Marketing. In the end it was a very successful digital campaign, that generated alot of interest, and made it possible for us to test the respons of our concepts.


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


The brand has a Scandinavian feel in color and form. A base of materials and colors in natural shades mixed with a selection of soft yet distictive color components. It is a functional design, basic, but with playful and expressive elements.

The 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 the location and services we need great wayfinding. We built a sinage system that incorporate all of the zones. Large signs needing legibility at distances, to small wall signage that only uses iconography, they all collaborate to create a unified experience.

Facade Signs

These signs are very large in scale, they welcome people to our location and simplify the way-finding.

continually evolving the vision

The plaza is dynamic in use, inviting you to be creative with its use. It is possible to link activites to the main halls inside. You can setup event zones as an intro where you can easily connect to electricity, use digital screens and build an outdoor area 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

We implement the designs from the vision down to specific design solutions, some have to be redesigned to fit updated 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.

opening up

The xpo-staffs studio office is open and friendly, while still feeling professional. The office 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 guests.

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 - this 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 will 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.

overall zones

Connecting the overall experience surrounding Scandinavian XPO, where you meet, eat, live, exercise and experience in a professional environment.

Soon a reality

Render of XPO, now close to the end result

project group from us

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