We chose ten of the places where homeless people might spend the night - and made it possible to book them. Just like any hotel. Photographer Håkan Ludwigson, frequently hired by Condé Nast Traveller, took the pictures. And together with Thomson Interactive, we designed a site close to the cliché of a design hotel, using an intuitive and basic interface. The challenge was to find the perfect balance between the rough enviromnents and the polished photography. And to make it really easy to book a room.

At the beginning we were aiming for the look of a classic luxury hotel. Lots of gold and shiny surfaces. Later we found that the contrast of a more contemporary and simple look would make it more interesting. The combination of warm, yet serious, images and the simplistic and cooler design just felt like the way to go.

Over thousand hotel nights has been booked so far. And in december the street paper sold out for the first time ever. It has now reached a circulation in par with the most popular magazines in Sweden. Media all over the world, from Huffington Post to Time Magazine, have covered the story about Faktum Hotel. And after six minutes on BBC World, the city of Gothenburg felt that they had to start defending themselves - resulting in a debate we still haven´t seen the end of. So opinion has been raised, that´s for sure. And money as well.