Of all of last year’s new clients, Rosengårds Fastigheter, a new residential property owner and developer, was by far the most engaging and inspiring.
I shot and edited four short portrait films of key employees, took a bunch of PR photos, navigated a drone to capture the neighborhood from way above and documented more than 30 individual properties. The other day, the company’s annual report arrived with a slew of photos I’d shot in it.
Rosengård is a Malmö neighborhood which has, mostly unfairly, come to represent the bulk of challenges facing the city in regards to integration and related socio-economic concerns.
There are obviously issues that need addressing. But Rosengård is actually relatively peaceful and flush with green and airy spaces. And thanks to being such an eclectic melting pot, I think you have to be really naive to not see that the area has huge potential.
I’ve visited plenty of places around the world that have metamorphosed over time. Nothing stays the same. So I’m convinced the tide will eventually turn for Rosengård. And Rosengårds Fastigheter will certainly play a key role in that transformation.