Strawberry launches new business segment

Signs agreement to operate 2,000 project homes for SSAB in Luleå

Lynra, part of the Strawberry Group, is launching a new business segment focused on creating and operating complete living environments for large-scale industrial and infrastructure projects. The first initiative is Aurora Village, a unique partnership with SSAB in Luleå, where Strawberry Living will be responsible for the operation of 2,000 newly built project homes developed by Adapteo.

Strengthening regional growth, the project marks the starting point for a new Nordic expansion.
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A new offering for large-scale projects

In response to the growing Nordic demand for workforce housing linked to major industrial developments, Lynra is introducing a tailored offering designed specifically for large-scale projects. The new business segment focuses on operating and enhancing residential environments at scale, always with people at the centre.

The first major project is a collaboration with SSAB in Luleå. The facility will accommodate 2,000 people working on SSAB’s transition to fossil-free steel production. In the coming years, thousands of new jobs are expected to be created in the region, placing increasing demands on access to high-quality housing.

In partnership with Adapteo, which develops and owns the 2,000 homes, Lynra will be responsible for the entire operational and service experience. The aim is to meet SSAB’s need for high-quality, well-functioning homes for its employees during this extensive transformation.

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Redefining workforce housing

Lynra aims to redefine workforce accommodation. Historically, large-scale housing facilities have often been associated with insecurity and low quality of life, something Lynra is determined to change.

The concept combines a genuine sense of community with professional operations. In addition to amenities such as a restaurant, minimarket and gym, a robust safety framework is implemented in close collaboration with residents. Drawing on Strawberry’s roots in hotel operations, a dedicated on-site organisation creates a safe, welcoming and well-managed environment. This is particularly important for people working far from home.

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“It truly feels fantastic to contribute not only to solving SSAB’s housing needs for their employees, but also to challenging how this type of accommodation is traditionally operated.”

‍– Mattias Stengl, CEO, Strawberry Living

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Flexible and sustainable buildings

The flexible and sustainable homes are developed and built by Adapteo. The buildings are designed for reuse and can be relocated to new sites where demand arises, making them a smart and responsible long-term solution.

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“Large infrastructure projects and industrial initiatives depend on access to good housing for their workforce. We specialise in delivering flexible and sustainable buildings, and combining that with Lynra’s unique ability to create service-driven, vibrant residential environments is a perfect match.”

‍– Ola Skogö, CEO, Adapteo Sweden

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The first 500 homes are expected to be ready for occupancy in spring 2026. A further 500 homes will be added per quarter until all 2,000 units are completed by the end of 2026.

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“At the heart of the Strawberry Group’s ambition is a commitment to contributing to solutions for society’s challenges.”

‍– Petter Stordalen, owner of Strawberry

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Facts: Aurora Village, Luleå

Number of housing units: 2,000
Total buildings: 39
37 residential buildings plus service and activity buildings

Construction start: Spring 2026
Occupancy: From spring 2026, with 500 units added per quarter
Location: Storporsön, Luleå

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Services and amenities:

• Restaurant
• 24/7 minimarket
• Gym
• Laundry facilities
• Social spaces
• Shuttle bus to and from the workplace
• Weekly activities

Property owner and developer: Adapteo
Operator and service provider: Strawberry Living / Lynra