Start-up boutique hotel embracing the experience economy

The Sparrow

Located in Stockholm’s vibrant city center, Wallenbergs and Grand Group’s latest luxurious hotel and first boutique hotel is The Sparrow. Grand Group’s five-star hotels are known to provide unique hotel experiences for international travelers and local vacationers alike.

Priority and Grand Group collaborated in building a new concept and story around The Sparrow to reflect the playful and chic vibe Grand Group wanted to capture. The project resulted in a new visual identity for the hotel, including a new name and logotype, as well as multiple design applications in the hotel and bistro.


Brand Strategy
Visual Identity


Grand Group


2018 – 2019

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