Thomas Sandell's, of Sandell Sandberg, design for a new hotel in Örnsköldsvik's port has created quite a stir in an otherwise off-the-radar Swedish city of Örnsköldsvik, population 28,617. The hotel, commisioned by Elite Hotels, has such a stark design that it triggered a very public crit via the Örnsköldsvik Allehanda. Architects Per-Eddie Bjuggstam, Kjell Arne Mattsson and E Wistedte agreed that the building should be thinner, taller and less garish in color choice. The general public has likened the project to a pack of cigarettes and a nuclear power plant.

Kent Forsberg, of hockey fame, said, "No, it's not at all clear, there will be a lot happening yet." Forsberg, who owns local development company Forspro, is a major stakeholder in the project. Paraphrased in Örnsköldsvik Allehanda, "[Forsberg] thinks the hotel project should not be discussed in the media, but he welcomes views on the subject."

On the Örnsköldsvik Allehanda website, this single project has generated a dozen different stories with literally hundreds, if not thousands, of comments.