STOCKHOLM, Sweden, November 30, 2011 -- On the 11th of November, Nordic hotel chain Scandic's new lifestyle venture, Scandic Grand Central in the city center of Stockholm, Sweden, held its opening party. The hotel is the result of the hotel chain's new drive to attract more international travelers and attract new target groups.

The hotel has 391 rooms, conference facilities, gym, restaurant, bistro and a large hotel bar/lounge open to the public. Scandic's ambition is to develop unpretentious yet innovative hotels that are considerate of the environment as well as compassionate. Scandic Grand Central will be infused with Stockholm's 'downtown' street culture and its vibrant atmosphere.

Scandic Grand Central opened in a historic location on the corner of Stockholm's two most tourist-friendly streets - Kungsgatan and Vasagatan. The property, which is has been transformed into Scandic's newest hotel, was erected in 1885 by renowned builder CO Lundberg, becoming known as "The Lundberg Palace."

The hotel's central location is only a short walk from Stockholm's Central Station, with access to trains, subways, buses and the Arlanda Express.

Cultural pulse at Stockholm's center

Scandic Grand Central, as the name suggests, strives to be a central meeting place for a range of guests. The facilities are as open to Stockholm residents just as they are to hotel guests. The hotel bar and bistro act as meeting places for in-the-know locals around Kungsgatan, both during the day and evening. Music lovers can flock to the bar Acoustic for live music 3 to 5 days a week.

Elements of creativity vibrate from the walls

One of Stockholm's most prestigious architecture firms Koncept is responsible for Scandic Grand Central's unique interiors and design, which result in the feeling of a hotel that has always existed. Music, playfulness, photography and creativity stand as core elements. The Stockholm culture vibrates through the large portrait photographs of well-known Stockholm personalities such as Adam Tensta and Jonas Akerlund.

Blogger's Inn - a new, cost free offer for digital entrepreneurs

Scandic has developed a "Blogger's Inn" room at Scandic Grand Central, with the help of Frida Ramstedt of design blog Trendenser.se. The room's amenities and fixings, carefully tailored to the needs and desires of digital entrepreneurs, reflect the results of a thorough market survey.

Scandic's new lifestyle venture represents a continuing flirtation with new target groups and a further step towards more individualized hotels. In 2006, Scandic made their first move into a market of more individualized hotels through the neighboring hotels Scandic Anglais and Scandic Malmen.