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Client / Julius Westerdahl
Agency / Beyond Reach
Year / 2025
Nytorgsstråket Logo

Stockholm's Largest Advent Calendar

Södermalm, Stockholm
Projection Mapping / Film

The Brief

Transform one of Södermalm's most iconic building facades into a giant, living advent calendar — a projection mapping installation that brings 24 days of light, art, and community to the darkest month of the year.

Duration

December 1–24, 2025

Location

Götgatan / Nytorgsstråket

Format

Projection Mapping

Works

24 Unique Animations

Stockholm in December. Sixteen hours of darkness. The streets empty early. People retreat indoors.

"We wanted to give something back to the neighborhood — turn a familiar wall into a reason to stop, look up, and stay a little longer. A shared moment of light in the darkest season."

The idea was born during Nytorgsfesten, the summer street festival where we screened Hitchcock's "Rear Window" on the same wall. We thought — what if this wall could tell a new story every day in December?

The Partnership

Beyond Reach

Creative agency. Initiated and drove the project from concept to execution. Responsible for creative direction, production, and project management.

Berghs School of Communication

Provided the talent and educational framework. 15 students from 6 programs created the 24 works as part of their coursework.

Julius Westerdahl

Property owner. Wanted to give back to the neighborhood and support local businesses and culture on Nytorgsstråket.

The Talent

15 students from 6 different programs at Berghs School of Communication were given one brief: create a free interpretation of "Christmas" in the form of an animated film.

The result was 24 unique works spanning hand-drawn animation, AI-generated imagery, motion graphics, stop-motion, and mixed media — each one a personal take on the season.

Programs Represented

  • • Content Engineering
  • • Growth Marketing
  • • Art Direction & Copywriting
  • • Advanced Design
  • • Digital Design & Strategy
  • • Animation
Explore

The Works

1 — 24
024 Films
01
Day 1

Santa Unplugged

Josefine Lynx

02
Day 2

Lussekatter

Amanda Sidorov

03
Day 3

Julens Julafton

Hedvig Nyberg

04
Day 4

Winter Abstract 04

05
Day 5

Winter Abstract 05

06
Day 6

Winter Abstract 06

07
Day 7

Winter Abstract 07

08
Day 8

Winter Abstract 08

09
Day 9

Winter Abstract 09

10
Day 10

Winter Abstract 10

11
Day 11

Winter Abstract 11

12
Day 12

Winter Abstract 12

13
Day 13

Winter Abstract 13

14
Day 14

Winter Abstract 14

15
Day 15

Winter Abstract 15

16
Day 16

Winter Abstract 16

17
Day 17

Winter Abstract 17

18
Day 18

Winter Abstract 18

19
Day 19

Winter Abstract 19

20
Day 20

Winter Abstract 20

21
Day 21

Winter Abstract 21

22
Day 22

Winter Abstract 22

23
Day 23

Winter Abstract 23

24
Day 24

Winter Abstract 24

01 / 24
Placeholder: Santa Unplugged

Santa Unplugged

Josefine Lynx — Content Engineering

"Santa taking a break from gift-wrapping to play some distorted Christmas songs on guitar."

Lussekatter

Amanda Sidorov — Digital Design & Strategy

"An AI-crafted miniature world, stitched together frame by frame from AI-generated images and video."

Placeholder: Lussekatter
Placeholder: Julens Julafton

Julens Julafton

Hedvig Nyberg — Animation

A playful, hand-animated journey through the chaotic charm of Christmas Eve, capturing the warmth and frenzy of the holiday.

Placeholder: Building Facade at Night

The Installation

The fire wall at the corner of Götgatan and Nytorgsstråket became our canvas. A massive projection mapping setup transformed the familiar facade into a living artwork, visible from across the square.

Each evening, crowds gathered to watch the daily reveal — a new door opening, a new film playing. The calendar became a landmark, a meeting point, a reason to walk a different route home.

Technical Specs

  • CanvasBuilding facade, Götgatan/Nytorgsstråket
  • TechnologyProjection mapping
  • ScheduleDec 1–24, daily at 07:00 & 15:00

Digital Extension

Nytorgsfesten App

All 24 calendar doors were also published in the Nytorgsfesten app, extending the experience beyond the physical location. Accessible to those not on Södermalm, people who preferred staying indoors, and a broader digital audience.

Local Impact

A Neighborhood Event

The calendar became part of a larger Christmas celebration on Nytorgsstråket. Local businesses, events, and seasonal activities were connected through the installation — turning the street into a destination during the holiday season.

Press & Media

The campaign generated significant attention across Swedish media, from national television to local newspapers and industry publications.

TV4 Nyheterna

National TV

Reported on the premiere, showed footage from the door-opening event

Sveriges Radio

Public Radio

Coverage of the calendar launch and local impact

Resumé

Industry Press

Sweden's leading marketing & communications publication. Published Nov 27, 2025

CAP&Design

Design Press

Concept coverage, highlighted student involvement

Instagram

Social

~200K impressions, strong organic reach

LinkedIn

Professional

Berghs official posts, student-generated content, industry shares

24Unique Films
15Student Artists
6Berghs Programs
~200KInstagram Impressions
24Days, Dec 1–24
4+Major Media Outlets

Key Takeaways

Creative Innovation

Proved that traditional formats can be reimagined at scale with modern technology and creative thinking.

Collaboration

Partnership between Beyond Reach, Berghs, and Julius Westerdahl demonstrated the power of cross-industry collaboration.

Community

Became a gathering point and conversation starter, bringing people together during the dark winter months.

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