When Axel Ebbe’s Konsthall was set to reopen after several years of renovation, we were tasked to develop the communication strategy – and a new visual identity to bring it to life.

Axel Ebbe is one of Sweden’s most recognised sculptors, with works placed in public spaces across the country. Yet while his sculptures remained part of everyday life, the connection to the artist had faded.

Our strategy was simple: bring Axel Ebbe into the present. Make him relevant and accessible today – and the museum would follow.

This led to the concept “What if the sculptures could speak.” We let the sculptures tell their own stories – about their creator, themselves, and the moments that have unfolded around them. After decades of silence, they suddenly had something to say.

We activated the reopening across formats and audiences – from social storytelling and community-driven campaigns to preview events for press and influencers, alongside traditional media relations.

Result:

With over 6 million in combined reach and an earned media value of 20 million SEK, the campaign created impact well beyond expectations.

2,228 people visited the museum during the opening weekend and first week – more than double the initial target.