From a conference center to an archipelago destination
“New” Marholmen
2022 and beyond
Marholmen's Development from 2022 to the Present
In recent years, Marholmen has been Marholmen implementing a comprehensive development plan with the goal of realizing its vision by 2027—to be a modern archipelago destination offering a dining experience worth the detour. By the summer of 2026, the single largest project will be complete—the extensive renovation of the main building. Here, we’ll share how we’ve been developing the island since 2022 and moving forward.
Turned a loss into a profit
First, a little background…
For many years, Marholmen was burdened Marholmen losses. In an effort to turn a loss into a profit, the owner and the newly appointed board made a decisive decision in 2016 that resulted in a new management team, led by CEO Anders Hallin, being given five years to prove that Marholmen be run profitably. And despite the pandemic, Marholmen turned a profit Marholmen the first time in 2021.
In 2022, it was time for the next phase in Marholmen’s development. A new CEO, Fredrik Utheim, who has extensive experience in managing and developing hotel operations, was given a clear mandate by the board—along with the rest of the management team—to grow the business and revenue to their full potential.
In the fall of 2022, an ambitious plan and vision were launched that extended through 2027: to develop a unifying theme that permeates Marholmen’s entire identity, architecture, communication, concept, and on-site experience, with the aim of increasing the island’s appeal to both residents and visitors—year-round.
In practice, the plan has involved a rebranding with a new identity, graphic design, and communication platform. At the same time, a wide range of initiatives—both large and small—have been implemented to enhance the on-site guest experience, including renovations and the development of new concepts, activities, and the physical product.
The architectural firm Krook & Tjäder was hired as a partner on the project.
A place for rest and relaxation
Who are we doing this for?
Social sustainability is deeply rooted in the spirit of Marholmen. In 1913, wholesaler Nils Berg and his wife Hanna made a decision. They decided to donate a large portion of their beloved island to the Swedish Trade Union Confederation (LO). The condition of the donation was that Marholmen become “the workers’ island”—a place where, first and foremost, female workers would have a chance to rest and recuperate.
The donation was presented in November 1913 in the presence of LO President Herman Lindqvist, and as early as the following summer, the first female workers were welcomed here to the island for a two-week vacation. The new restaurant, Hermans, is named after Herman Lindqvist himself, as a nod to our history.
In 1926, it was time for the next chapter in Marholmen’s history. A couple of years earlier, Nils had met Nathanael Beskow at a dinner party. That encounter led Nils Berg to donate the remainder of the island to Birkagården Folk High School, with the aim of giving the women—and, by then, men as well—who spent their summers on the island a chance to pursue an education. Classes were held in what is now Grosshandlargården, which is adorned with sketches by Nathanael’s wife, a certain children’s book author and artist named Elsa Beskow.
In 1984, LO sold Marholmen the Municipal Workers’ Union, which, fittingly, has 80 percent female members. In 2006, Kommunal also purchased the remaining portion of the island owned by Birkagården Folk High School.
History has a natural place on Marholmen
To this day, we honor the memory and legacy of Nils and Hanna
Hanna died in 1922 and Nils in 1928, and to this day we honor their memory and legacy by creating an inclusive and welcoming environment for everyone, regardless of background. Marholmen be a destination that brings people together and a place for rest and relaxation.
And, of course, members of Kommunal and the other LO member unions are still welcome to come here to relax and enjoy what the island has to offer at an affordable price.
With our wide range of accommodations and special offers, we cater to a broad audience, with nature, good food, the spa, and Bath our core themes. In addition to our many special offers, there is always a variety of activities on the island that both guests staying with us and visitors from the local area are invited to enjoy.
So what have we done?
New Restaurant & Bar
Welcome to Hermans Veranda, Dining Room & Bar
The previous restaurant, Skärgårdsro, was dark and had the feel of a “training center,” with dim corners and lots of aluminum that gave it a harsh and somewhat austere impression. There was also no natural way to separate individual guests from larger groups, and there was no distinct bar area.
During the summer and fall of 2025, the entire kitchen was renovated and the restaurant was remodeled and expanded with the aim of creating both a better work environment for employees and a better guest experience and atmosphere for both individual guests and larger parties. The new restaurant opened in January 2026.
The new restaurant was named Hermans Veranda, Matsal & Bar, and a spacious bar area welcomes guests and reflects Marholmen’s rich history. Now, the new, larger spaces work together to provide both smaller private parties and larger conference groups with a memorable dining experience, while the large windows invite nature and light into the space.
The new kitchen is designed to offer a variety of dining experiences for an ever-growing number of guests, not only in the restaurant but throughout the island and year-round.
New Entrance, Reception, and Lobby Lounge
More space to meet, hang out, and socialize
The entrance wasn't where you'd naturally expect it to be, and the reception desk was located at one end of a long hallway. There was no lobby or bar lounge where guests could gather before dinner or linger afterward to socialize. By moving the entrance to the center of the building and incorporating the existing courtyard, we created a large and spacious yet warm and welcoming space for our guests to gather, meet, and socialize.
New Marholmen
An even better spa experience with a new infinity pool
After thirteen years, the finishes in our spa were in need of a refresh. Since the previous guest flow patterns weren’t optimal for the space, the floor plan was revised. Walls and the entrance were relocated to optimize traffic flow and create a better experience for our spa guests. And while we were at it, why not add more activities and an infinity pool overlooking the water?
During the renovation, we are building on Marholmen’s interior design philosophy, which is rooted in the four elements of nature. Earth, fire, air, and water are also incorporated into the spa, creating a holistic experience of depth, warmth, flow, and tranquility.
Marholmen's new spa will open in the summer of 2026.
7° Bath & Sauna
An unparalleled swimming experience—all year round!
Three dilapidated buildings on the southern part of the island, which had been used for storage, were transformed in 2023 into a unique outdoor bathing experience featuring saunas, hot tubs, outdoor showers, lounge areas, a sun deck, changing rooms, and more.
Since 7° Bath Bastu opened in the fall of 2023, this unparalleled nature experience has been a much-appreciated feature among our guests.
The Bath Hotel Villa Berg
Marholmen’s beautiful Art Nouveau gem and pride and joy
Marholmen’s K-listed Art Nouveau gem, dating from 1915, was originally built as a retreat for working women and their families. After a couple of years of careful exterior and interior renovation, the villa opened in the fall of 2024 with a new hospitality concept for businesses and individuals.
During the summer months, you can book one of the thirteen guest rooms with half-board at Villa Berg Spa Hotel. During the rest of the year, you can book the entire villa for conferences or private gatherings for up to 20 people, with your own chef and service staff on site. “Your own hotel within the hotel.”
Villa Hanna
Our architectural pride and joy, with a story to tell
Our architectural gem, Villa Hanna with beautiful, National Romantic details by the renowned Åland architect Lars Sonck. The villa was originally built as a summer home for the Berg couple, who were able to move in during the summer of 1905. At the same time, Nils Badhus was built on a small island in the water below the garden.
The villa was carefully renovated using traditional techniques during the winter of 2026 and can now be booked for private gatherings or small conference groups.
Renovation of Other Single-Family Homes
The upgrade attracted new target audiences
The other five villas, which sleep 5–8 guests, each have their own unique character and are located throughout the island. They, too, were in dire need of a facelift, which they received in 2024 and 2025.
Single rooms were converted into double rooms, and the villas were adapted to meet the needs of a specific target group, which also benefited our conference guests. During the renovation, the foundation was also laid for a new meeting concept called “Home-Style Meetings,” which has become a popular option for our smallest groups.
As a result of the villas now appealing to a wider range of target groups, we have seen a significant increase in year-round rentals for our villas.
Upgraded conference rooms
A Boost for the Island's Meeting, Conference, and Event Venues
Over the course of this project, all of the island’s conference and meeting rooms have also undergone a major facelift. As part of the renovation, a new space—the Orangery—was added: a bright meeting room with glass on two walls that can be booked for meetings or private meals for up to 16 people.
All rooms, along with the Stand Pavilion—which was upgraded back in 2023—have been equipped with the most advanced meeting technology available on the market.
More Invisible Improvements
Small improvements add up to make a big difference
Alongside the slightly larger projects, there are always smaller projects underway that may not be very noticeable on their own, but which make a big difference to the overall guest experience.
Renovations of bridges, fences, and docks have been carried out continuously across the entire island, as has the development of the glamping experience, including an incinerating toilet on the glamping island of Rackaren. In addition, new positions are being added as the need arises. These include a new gardener to tend to the island’s vegetation and an in-house pastry chef who bakes heavenly bread and pastries on site.
New Visual Identity
A common thread connects the digital world with the on-site experience
Over the years, Marholmen’s brand and logo had gone through many phases, resulting in a disjointed and inconsistent identity. In the spring of 2023, a new visual identity was launched that creates a cohesive thread throughout Marholmen, both in the physical environment on-site and in the digital world.
The new brand was launched alongside a new website and a completely new signage program, which together reflect the “new” Marholmen’s values and vision. At the same time, a comprehensive brand guide was developed, which serves as a “bible” and a foundation for maintaining consistency moving forward.
This common thread can also be seen in the island’s interior design and architecture. Colors and materials are drawn from the island’s existing buildings and natural surroundings to preserve the unique “Marholm feel.” Here, too, the brand guide comes in handy as a resource for color selection, material selection, purchasing decisions, and more.
Along the way, 7° Bath Bastu, Badhotellet Villa Berg Hermans Veranda, Matsal & Bar each developed their own logos and identities, closely intertwined with the “parent brand.”
New Communication Concept
Here on Marholmen , every season Marholmen a celebration
Alongside the launch of the new visual identity, a new communication concept was also developed. The concept, “Every season is a celebration,” aims to highlight what makes each season on the island unique and why every season is worth a visit—and a return visit.
The goal is for people to want to return to Marholmen again and again Marholmen experience all the seasons.
Our emotions come alive in the Swedish seasons. Our passion. The changes, the contrasts, and the charm. At Marholmen , we Marholmen the unique character of each season. Here, every season is a celebration.
Beda's Flower Meadow
From Vineyard to Organic Flower Meadow
A once-forgotten vineyard, surrounded by a beautiful hedge and enjoying a prime south-facing location, is now a thriving flower meadow. The flowers are dried in the fall, allowing Marholmen self-sufficient in floral arrangements year-round. No imported flowers here! The entire cultivation process is organic and based on nature’s own conditions, featuring native flowers that grow naturally in our latitudes.
During the season, they also offer pick-your-own opportunities and activities such as wreath and bouquet making. The flowers are also often used to decorate weddings and parties here on the island.
Sustainability That Really Makes a Difference
We're taking care of the island for future generations
We want future generations to be able to enjoy our island as well. As part of the restaurant’s renovation, we have therefore installed grease traps, a composting system, and a load-balancing system for electrical power.
Composting allows food scraps from the kitchen to be reused as organic fertilizer in the gardens at Bedas Blomsteräng. At the same time, the island is developing its own herb and vegetable gardens, which will find their way onto guests’ plates in the future.
As part of the renovation, the entire main building was also equipped with new lighting and a new, more efficient ventilation system. This is something our guests may not notice all that much, but it is a significantly more sustainable option in the long run.
The Goal
What is the purpose of all this?
While the vision we’ve been working toward over the years has been to be a modern archipelago destination with a dining experience worth the detour, we’ve also been working toward other goals—beyond purely financial ones, of course.
The main goal has been to enhance the island’s appeal year-round and create a distinct profile that both celebrates its history and looks forward to an exciting future. We also set our sights high with the ambition to achieve high guest satisfaction and be Roslagen’s most attractive employer, guided by the motto: “Satisfied employees lead to satisfied guests, which leads to satisfied owners.” In addition, we aim to always incorporate a sustainability perspective into everything we do and to be at the forefront of our industry when it comes to sustainability efforts.
The previously uneven seasons, with a high concentration of visitors during the summer months, are gradually becoming more balanced thanks to a series of development initiatives and now attract visitors year-round. As an added bonus, Marholmen a reliable employer for more year-round employees and now finds it significantly easier to recruit staff.
Another goal was to become an accessible gathering place for residents of Roslagen, Norrtälje, and neighbors from near and far. Part of that effort was to create the Grosshandlargården summer restaurant and the new Hermans restaurant, which have now become local gathering spots.
The Results
How has it gone so far?
Between 2019 and 2024, Marholmen’s annual revenue increased by over 70%. In 2024, the island welcomed a total of 52,700 overnight guests.
In 2005, Marholmen “Meeting Place of the Year” in Svenska Möten’s annual Svenska Mötespriset awards.
That same year, Marholmen’s sous chef, Alexander Lundin, won the title of Conference Chef of the Year, a competition organized by the International Association of Conference Centers (IACC).
But perhaps the greatest reward of all is the pride we see every day in our employees and local residents, who are proud of “their” Marholmen.
We'll have to come back to what this extensive initiative will result in over the longer term a little later on.
So, are we done now?
Finally, a few words from our CEO, Fredrik
Developing Marholmen our vision—to become Sweden’s best archipelago destination—year-round is both an incredibly fun and incredibly challenging task for all of us who work here at Marholmen. In 2022, we set a very ambitious plan that extends through 2027. And I can promise that when we reach our goal, Marholmen will Marholmen a better guest experience than ever before, while you, as a returning visitor, will always recognize “your” Marholmen.
Although we have accomplished a great deal in recent years, there is still much to be done. Now that the most extensive part of Marholmen’s development—the renovation of the main building—is behind us, we will continue to carefully develop the island in both big and small ways.
Please feel free to contact me if you have any questions or comments you'd like to share, and be sure to follow us on social media so you don't miss any upcoming news.
Best regards,
Fredrik Utheim, CEO of
fredrik.utheim(at)marholmen.se
Don't miss a thing – follow us on Instagram!
Follow @marholmen.hotell for updates on what's happening with the construction.
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Än finns det tid att sova i ett tält.
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Upplev Badhotellet Villa Berg ❤️
Här väntar en unik mat- och smakupplevelse, historisk miljö och bad i badtunna, hav och bastu.
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Nya Marholmen Spa är öppet! 💙
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Har du en favoritvilla?
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Vykort från Marholmen ❤️
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