Making Places Magnetic – Where People Can Imagine themselves
#Place Attraction #Resilient Places #Talent Attraction #Business Promotion # Visitor Attraction #Destination Development
Thomas Sandell
Few designers in Scandinavia have influenced the way we think about place, identity and liveability as much as Thomas Sandell.
Known for his ability to move seamlessly between architecture, interiors and product design, he has become a leading voice on how the built environment shapes how people feel, behave — and ultimately choose where to live or visit.
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How does people really want to live? At PLACExNordic, Thomas invites our audience into a thoughtful and inspirational exploration of how cities, towns and destinations can explore and strengthen their identity and attractiveness through design and place development.
His approach is rooted in a simple truth:
- place attractiveness begins with people.
A place is not attractive because it has a new district or an iconic building — it is attractive when people can imagine a life there.
Thomas’ work shows how powerful this human-centred lens can be. He never treats housing, urban development or public environments as technical exercises. Instead, he asks: What does this place communicate? How will people live in it? Does it reflect who they are and who they hope to become?
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Thomas will lead a deep, inspiring workshop where participants explore how design thinking can help regions become resilient, attractive and innovative, while staying firmly rooted in their local identity and story.
Why is this relevant to you?
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Place identity strengthens attraction — design and architecture communicate who you are as a city or region.
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Talent seeks quality of life — people choose places that offer belonging, beauty, comfort and inspiring environments.
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Visitors are drawn to design — iconic buildings, distinctive architecture and thoughtful public spaces attract tourism and fuel storytelling.
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Authenticity differentiates — places that build on their own culture and heritage stand out to both residents and visitors
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Emotion drives decisions — whether moving or visiting, people gravitate toward places that feel right and spark curiosity.
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More About Thomas Sandell
Born in Jakobstad and raised in Skellefteå, Thomas Sandell is one of Scandinavia’s most influential architects and designers. Known for moving effortlessly between architecture, interiors and product design, he has built a career on the belief that design must create more than form — it must create identity, emotion and belonging.
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After studying at KTH, Sandell co-founded Sandellsandberg (now part of AFRY), a studio driven by the idea that everything communicates. His portfolio spans landmark buildings, award-winning housing and museum interiors, as well as furniture and objects for brands such as IKEA, Asplund and Cappellini.
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What makes Sandell especially relevant to PLACExNordic is his deep understanding of place attractiveness. He shows how architecture and design shape the stories places tell about themselves — and how those stories influence the decisions of talents, visitors and residents. People choose places where they can imagine a life, feel inspired and experience quality every day.
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For Skellefteå, his perspective carries unique weight. Sandell knows the region’s landscape, culture and quiet confidence, and understands how northern identity can be strengthened through thoughtful design.
At PLACExNordic, he will share how physical form, atmosphere and narrative work together to make places not only functional, but truly magnetic — places people want to live in, visit and invest in.