Atrium Ljungberg is one of Sweden’s biggest listed property companies. Atrium Ljungberg’s primary focus is on retail and offices, but to create vibrant urban environments they also own and develop residential properties and cultural services as well as educational facilities.
For many years Atrium Ljungberg has given artists the opportunity to create art on the wall of Kronobergsgatan 35. The artists always get full artistic freedom. On the morning of Wednesday, April 11, Atrium Ljungberg, at the same time as all other Stockholmers, got to see the new mural for the first time. The mural, named “FUCK THE WORLD”, depicted a blue penis and was painted by artist Carolina Falkholt who had previously received much attention for similar murals, in New York. The work created huge reactions and attention in Sweden and the whole world. Many of the reactions were positive but there were also some negative comments, especially among neighbors.
What we did
AWB supported Atrium Ljungberg with crisis communication connected to the Blue penis Mural. AWB’s work included setting up internal crisis planning, formulating a first holding statement as well as main message and follow-up press release. AWB also supported with continuous media monitoring. Last but not least AWB created a plan on how Atrium Ljungberg could gain from the huge media attention and work long term with murals in their properties across Sweden. All of it was summarized in a long term communication and activation plan.
The Blue Penis mural had a huge reach. In total over 150 articles were published in Sweden and the rest of the world with a total reach of 170 million. In these articles 81 % were neutral, 15 % were positive and only 4% were negative. Atrium Ljungberg was mentioned in 58 % of the articles. During 2018 Atrium Ljungberg has continued to work proactively with murals. For example they launched a new mural on Kronobergsgatan 35 and one in Liljeholmen. They will also launch a platform where they collect all murals painted over the years and sell t-shirt and posters with the motives. All the proceedings will be used to develop the art on the wall at Kronobergsgatan 35.