A conversation where we meet one of the key individuals who make Operahuset what it is. A person who plays a vital role in Operahuset's story and contributes to the experiences, hospitality, and inclusive gastronomy. Together, we continue to create memorable moments – one dinner, one celebration, and one experience at a time.
This time, we meet Malin Norling, Head of Sales & Operations.
Tell us about your background
Already at the age of 13, I knew I wanted to work in hotels and events. My career began at Clarion Arlanda, and subsequently, I was involved in opening HOBO, worked centrally with sales within Nobis, and launched Ellery Beach House. After a period in Dubai, where I worked in fashion, I returned to Sweden and assumed the role of International Sales Manager at Space. Today, I am Head of Sales & Operations at Operahuset – my dream role, where I can combine commercial strategy with sales and drive the entire establishment forward.
Could you please describe your role at Operahuset?
My role involves uniting all teams within the building into a cohesive unit. Operahuset encompasses several operations, and the key is to create a seamless experience for our guests. A guest attending a conference one day might return as a nightclub guest the following evening. I work to package the overall experience and ensure that we provide the best possible care for our guests.
What are the most challenging and most rewarding aspects of your role?
Undoubtedly, the most rewarding aspect is the dedication from the team and our returning guests – it provides an immense amount of energy! The greatest challenge has been to help people understand the transformation we have undergone. Operahuset may appear unchanged from the outside, but the opportunities within are entirely different today. A great deal is happening, and we want more people to discover it.
What is the biggest difference?
Primarily, it is the people and our approach to work. We no longer view ourselves as separate entities, but rather as a single, unified establishment. The teams collaborate more extensively and work towards common objectives. The visual aspects have also been enhanced with upgraded technology, improved interior design, and a stronger overall aesthetic. However, the most significant difference lies in our perspective on guests and customer relationships.
What would you describe as the perfect summer party at Operahuset?
Few locations combine a central position with greenery and water in the same way as Operahuset. Guests can arrive by boat and enjoy the proximity to Kungsträdgården. Operaterrassen and Lagerlunden are indoors, yet they evoke an outdoor ambiance. We also have several licensed outdoor areas – perfect for an aperitif on a summer evening.
Above all, we can create virtually any environment imaginable. Imagine a summer evening commencing with a pentathlon in Kungsträdgården or an outdoor drink accompanied by the melodies of a troubadour. Guests then proceed into Operahuset, where we have created a Midsummer corner for wreath-making, followed by an exclusive cocktail experience at a private bar. The evening continues through the venue's various rooms and perhaps concludes with a magnificent rave in Rotundan.
What is your perspective on hospitality?
For me, hospitality is about being personal, yet not private. Our guests wish to feel a connection with us – that we recognize them as individuals. Without this crucial aspect, it merely becomes a business transaction. A genuine relationship is forged through presence and engagement. The more personal one dares to be, the stronger and more enduring the relationship becomes.
What feeling do you want guests to experience when they leave Operahuset?
Warmth. I want every guest to depart with a memory – and it doesn't have to be something grand. It could be a detail, a feeling, or an experience that resonates with them on a personal level.
What might a kickoff event at Operahuset entail?
Create a theme based on what you wish to reinforce within your corporate culture. Allow the entire team to interpret and visualize what the corporate culture means to them by creating something unique. Subsequently, exhibit the works in an art exhibition – a creative beginning to the evening. This is followed by a dinner with a live show that aligns with the theme, and the evening concludes with a party at Café Opera.
What is your outlook on the future of events and meetings?
We are currently in an uncertain period, which prompts companies to be more judicious with their investments. However, the need for in-person gatherings is stronger than ever, and we observe a clear trend: more activities and dinners, but fewer traditional meetings. Companies are investing in experiences that enhance corporate culture, and this makes Operahuset an ideal venue.
What do you dream of organizing here in the future?
The Elle Gala, something connected to Fashion Week, or parts of Brilliant Minds. And if the Oscars want to come here, they are welcome, haha!
Which song would be the soundtrack to your life?
“Daydream” by Lily Meola.
If you weren't working in this field, what would you be doing?
One hundred percent a Formula 1 driver!
If your job were a cocktail, what would it be?
An All or Nothing, of course! If you haven't tried it at Othilia yet, you absolutely must.
