A new brand for operating large-scale living environments

Strawberry Living is launching Lynra, a new brand dedicated to operating and developing complete living environments for large-scale industrial and infrastructure projects.

Lynra will be the operating brand behind Aurora Village in Luleå, where 2,000 project homes are being developed in partnership with SSAB and Adapteo.

Lynra is created in response to a growing societal need: providing safe, well-functioning and human-centred living environments for people working far from home during long-term projects. While the scale is industrial, the approach is personal.

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More than housing

Lynra’s ambition is to redefine workforce accommodation. Historically, large residential facilities linked to major projects have often prioritised logistics over people. Lynra takes a different approach, focusing on everyday life, community and wellbeing, alongside professional operations and high standards of safety.

Each Lynra-operated environment is designed to feel structured, welcoming and meaningful. Beyond accommodation, this includes shared spaces, services, activities and a strong on-site presence that creates clarity, trust and continuity for residents.

With roots in Strawberry’s hospitality operations, Lynra combines operational excellence with an understanding of what makes people feel at home, even when home is far away.

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Aurora Village: the first Lynra community

Aurora Village in Luleå marks the first Lynra project. The village will accommodate up to 2,000 people working on SSAB’s transition to fossil-free steel production.

Over the coming years, the project will support one of the largest industrial transformations in the Nordic region, and the people making it possible.

In close collaboration with Adapteo, which develops and owns the buildings, Lynra will be responsible for the full operational experience at Aurora Village. The aim is to create a safe, well-managed and socially sustainable living environment that supports both individual wellbeing and regional development.

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Built for people. Designed for impact.

Lynra is founded on the belief that good living environments strengthen more than the individual. They strengthen teams, projects and regions.

By creating places where people feel secure, connected and cared for, Lynra contributes to long-term value beyond the duration of each project.

Aurora Village is the first step in a broader Nordic ambition, with Lynra positioned to support future large-scale developments where housing, operations and human needs must work together.