Press release -
Strawberry Launches New Business Segment – Signs Agreement for Operation of 2,000 Project Homes for SSAB in Luleå
Strawberry Living, part of the Strawberry Group, is launching a new business segment focused on creating and operating complete living environments for large-scale industrial and infrastructure projects. The first initiative is Aurora Village, a unique collaboration with SSAB in Luleå, where Strawberry Living will be responsible for the operation of 2,000 new project homes being built by Adapteo. The project, which strengthens regional growth, marks the start of a new Nordic venture.
In response to the growing need for staff accommodation in the Nordics due to major industrial establishments, Strawberry Living is now launching a new, tailored offering. This business segment focuses on operating and refining large-scale living environments with people at the center.
The first major project is a collaboration with SSAB in Luleå. The facility will provide accommodation for 2,000 people who will be working on SSAB's transition to fossil-free steel production. Thousands of new jobs are expected to be created in the region in the coming years, placing increasing demands on the availability of quality housing.
In partnership with Adapteo, which develops and owns the 2,000 homes, Strawberry Living will be responsible for the entire operation and service experience. This is to meet SSAB's need for high-quality homes for its employees during the extensive transformation of its business.
Strawberry Living aims to redefine staff accommodation. Large-scale facilities have historically been associated with a lack of safety and poor well-being – something Strawberry Living intends to change. The concept combines a genuine sense of community with professionalism. In addition to facilities such as a restaurant, mini-market, and gym, a rigorous safety approach is implemented that includes the resident guests. With an operating organization rooted in Strawberry's hotel business, a safe and well-functioning environment is created, which is crucial for people's well-being, especially when working far from home.
"It truly feels fantastic to not only help solve SSAB's housing situation for its employees but also to challenge how this type of accommodation facility is actually operated. We know it's tough to be far from family and friends, and we are therefore determined to create something that not only solves the housing situation but also creates meaning during the weeks these people are at work. We are convinced that the result will also be a safer living environment that benefits everyone," says Mattias Stengl, CEO of Strawberry Living.
The flexible and sustainable homes are developed and built by Adapteo. The buildings can be easily reused and moved to other locations where needed, making them a smart and responsible solution.
"Major infrastructure projects and industries depend on the availability of good housing for their employees. We specialize in delivering flexible and sustainable buildings, and combining that with Strawberry Living's unique ability to create service-oriented and vibrant living environments is a perfect match. Together, we are solving SSAB's needs in Luleå, but this is also the starting point for a joint offering throughout the Nordics," says Ola Skogö, CEO of Adapteo Sweden.
The first 500 homes are expected to be ready for occupancy in the spring of 2026. An additional 500 homes will then be added per quarter until a total of 2,000 units are completed by the end of 2026.
"The entire ambition of the Strawberry Group is to contribute to solutions for societal challenges. This is a good example of when we not only create homes but also the conditions for regions to develop and build themselves stronger," says Petter Stordalen, owner of Strawberry.
Key Facts about Aurora Village in Luleå:
Number of Rooms: 2,000
Scope: The project includes a total of 39 buildings, of which 37 are residential buildings and service/activity buildings.
Construction Start: Spring 2026
Occupancy: Spring 2026, with an additional 500 homes added per quarter.
Location: Storporsön, Luleå
Services & Facilities: Restaurant, 24/7 mini-market, gym, laundromats, social areas, shuttle bus to/from the workplace, weekly activities.
Property Owner and Developer: Adapteo
Operator and Service Provider: Strawberry Living
For more information, please contact:
Mattias Stengl, CEO Strawberry Living, +46702165471, mattias.stengl@strawberryliving.se
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