Fantastic Frank in Wallpaper*

Stockholm has enjoyed a property boom for the last decade, but Tomas Backman, creative chief and partner of real estate agency Fantastic Frank, takes nothing for granted. Instead, his agency, opened just over a year ago, takes novel approach.

Sharing a glimpse from our Stockholm office, when the renowned magazine Wallpaper* visited Sweden to feature Fantastic Frank. The article highlighted how young Swedish innovators are reshaping various aspects of daily life, from underpants to entrecôte, while revolutionizing real estate sales, bread, and even snowmobile design. The photo shoot unfolded at the residence of our founder, Tomas Backman.

"While traditional estate agents aim to reach out to as many people as possible, I believe that if you work out your target audience, you'll not only guarantee a sale, but will achieve a higher price" he explains. Properties are given a distinct personality through thoughtful styling using flowers, food and even models, while the photography is refined. The images are circulated not only to property sites, but to design blogs, interior magazines and social media with the aim of finding the people who will love a particular property. As Backman points out, in the end, only one person is going to buy it.