As we look back on M&I Flagship Stockholm and everything that made the event as spectacular as it was, it's hard to single out just one highlight. Over three days, leading buyers and suppliers came together in Sweden's capital for meaningful one-to-one meetings, standout networking and a genuine taste of one of the Nordics' most established MICE destinations.
But if one moment set the tone for everything that followed, it was the Opening Night. Held at Eric Ericsonhallen, a former church on the island of Skeppsholmen, it quickly became the moment everyone kept coming back to.
So what made it work? We caught up with Matilda Grünberger of Skeppsholmsgruppen, the business behind Eric Ericsonhallen, to find out what goes into creating a night like this, and what it says about Stockholm as a destination.
What makes a venue more than just a venue?
"A venue should do more than accommodate an event, it should become part of its story and help create memories that last. Every Skeppsholmsgruppen venue has its own history, architecture and atmosphere. We embrace the individual character of each venue and combine it with the organiser's objectives."
The group's real point of difference is the setting itself. "The island is a peaceful cultural oasis surrounded by water, yet located in the very heart of Stockholm. Guests can experience an almost private sense of seclusion, as if they have the island to themselves, while remaining within walking distance of the city centre." Several venues on the island can even be combined into one seamless event journey, without complicated transfers.
And then there's Eric Ericsonhallen itself. "Its circular architecture, soaring dome and historic character provide a genuine wow from the moment guests enter. The open layout flexes from an intimate reception to a spectacular dinner, concert or brand experience, while its position on the water with views towards the Royal Palace and the Old Town, giving a sense of escape without ever feeling far from the city”.
Why does Stockholm keep winning over event destinations?
"Stockholm offers a unique combination of vibrant city life, water and nature. It is a compact, well-organised city with good international connections, while its focus on sustainability, innovation, Scandinavian design, history and gastronomy gives it a distinctive identity."
Matilda has also watched planner expectations shift. "We have seen a growing interest in storytelling. Functionality and seamless logistics remain essential, but many planners also want a venue with a strong identity and somewhere that gives their clients an experience they could not have elsewhere."
One common misconception?
"That Stockholm's climate limits the possibilities for hosting events. Once planners experience the city first-hand, they often discover that Stockholm is a versatile year-round destination, with each season offering its own atmosphere."
So, why Eric Ericsonhallen for Opening Night?
The venue was identified as a standout showcase for buyers visiting Stockholm ”somewhere with the character to make a strong first impression, on a night built entirely around new connections”. From there, the M&I and Skeppsholmsgruppen teams worked closely for months on everything from food and beverage to guest engagement and production.
We share the belief that meaningful business connections are created through thoughtful, high-quality experiences. We see the venue, atmosphere, hospitality and service as important tools for helping people feel comfortable, start conversations and build lasting relationships."
"The opening night left a lasting impression on attendees."
What does a partnership like this actually deliver?
"It allowed us to present Eric Ericsonhallen, Skeppsholmen and Stockholm to a highly relevant international audience, bringing together DMCs, experienced event planners and potential bookers from several markets. It has been much more than a one-off marketing opportunity, it has been an investment in long-term visibility, trust and relationships."
Her advice to other venues considering something similar is direct: "We would absolutely recommend M&I. They are a highly professional organisation with a strong international network, and they understand how to bring the right people together while creating genuine value for their partners."
M&I Transatlantic Stockholm 2027
Stockholm returns to the M&I calendar with Transatlantic Stockholm 2027, bringing the city's blend of culture, connection and unforgettable venues back to the community once again. Want to discover more? Register your interest now.
