It wouldn’t be untrue to say that Swedes love ABBA. At a Swedish wedding we attended recently, the best-selling national treasure’s hits had dancing queens (and kings) boogieing with fervour until the wee hours. What’s that got to do with a hotel, I hear you ask. Well, Ruby Frida is a new hotel in Stockholm located in Kungsholmen, the same neighbourhood where iconic Swedish pop acts recorded some of their top tracks. Naturally, the 187-key property has music-themed décor that twists and shouts the swinging sixties. The centrally located, well-priced three-star hotel offers guests laid-back, friendly service, uncharacteristically un-Swedish interiors, and a top-notch restaurant and bar.
Kungsholmen is the modern, affluent area of downtown Stockholm that Ruby Frida calls home. The hotel is just around the corner from the former Cheiron Studios, where everyone from Britney Spears to the Backstreet Boys and Bryan Adams cut tracks. Stockholm Central Station is only a ten-minute journey away, connecting guests to other major Swedish cities, the airport, and other destinations in Stockholm. Flygbussarna, the airport shuttle bus, stops right near the hotel.
Ruby Frida is a tale of two concerts. Communal areas are spellbinding spaces oozing character with multi-textured finishes, homages to Stockholm’s music history, and clever, practical touches. Downstairs, the bar-cum-lobby feels like you’re walking into a sixties bar: imagine navy banquette seating, upcycled vinyl artwork, mismatched mid-century furniture, and a spellbinding 360-degree bar. Rooms are the opposite: pristinely white and stripped back.
Service at Ruby Frida can best be summarised as laid-back. Receptionists fix your mistakes, like changing your booking when you turn up a day early by accident. Baristas make top-class coffee and mixologists shake up signature and bespoke cocktails to order. This being a music-inspired hotel, guests can hire a plug-and-play electric guitar (amps are provided in the rooms). Though there is no spa or pool, there are ample places to sit and linger – reading, working or waiting for rooms to be readied. They include an airy outside terrace, a mezzanine floor perfect for catching up on emails, and a replica music study.
Unlike the dark, cozy and characterful spaces in the communal areas, all 187 rooms at Ruby Frida are gleaming white ultra-minimalist spaces providing a jarring juxtaposition. The idea is to provide guests with a clean-cut retreat from the city. Dark wood paneling adds an element of warmth and tactility, while Marshall speakers and amps (guests can hire guitars from the reception) are a continuation of the musical theme. All the practical stuff is taken care of – TVs with streaming services, work desks and blackout curtains. Complimentary tea, coffee and snacks are on hand in the galley on floors 2, 5, 6, 7, 8 and 9, plus irons, umbrellas and other amenities.
A traditional Swedish-meets-Mediterranean-style breakfast is served every morning in Ruby Frida’s cool bar area, which has its own stage and various sixties-inspired trinkets – the giant red lips perhaps a nod to The Rolling Stones. The compact buffet has everything from overnight oats, cold cuts and fresh fruit to cinnamon buns, gluten-free breads and waffles with jam and cream (a national go-to sweet treat). Good-quality barista coffee is on offer too. By night, the suave dimly-lit bar is likely to become a hit with locals, serving cocktails and hosting musicians until late in the evening.
Fact box
Rooms: Double rooms from 1,100 SEK (around £85)
Website: www.ruby-hotels.com/frida
Address: Drottningholmsvägen 18, 112 42 Stockholm, Sweden
