The Swedish city of Helsingborg is working on the redevelopment of an industrial seafront area – project H+. We were invited by the city planning consortium team to understand the population of Helsingborg and how this is likely to develop towards 2035 and beyond. Using this insight we proposed actions, strategies, watch-outs and ideas to make Helsingborg a creative, vibrant, united, global and balanced city.



A series of structured workshops, supported by demographic and economic research.  Generational Mapping, Perception Mapping, Societal trend analysis “TrenDNA”, Future Scenario building.

Use of AI-enabled text analytics to understand and map resident and visitor mindsets and emotions. Uncovering key areas of happiness, delight, fear and frustration.



  • Understanding of interactions between relevant consumer and societal trends
  • Ranked list of frustration-based insights from the current H+population and visitors
  • Key themes and trends to be addressed for the built environment in 2035
  • New insights, listing critical unknowns and future scenario models to support future innovation activities for H+
  • Swedish version of the Western EU Generation map – profiling of society  in 2035
  • Body of product, infrastructure and service ideas/concepts for further consideration into the future