2025 marks two decades of creative insight, impactful communication and unforgettable experiences. We celebrated our 20-year milestone with an anniversary book and reconnected with collaborators and long-standing partners at a grand anniversary celebration at SoHo House.

The Book

This book is our way of looking both backward and forward – an invitation to reflect, celebrate, and imagine. 240 pages capturing SpoilConcept's two-decade journey, featuring a curated selection of one hundred projects that have defined us, an intimate conversation with our founder, SpoilConcept’s horoscope, twenty commandments that continue to shape our work, and a page of gratitude to those who have been part of our story.

We published an anniversary book in limited edition, created in collaboration with some of the industry's foremost talents – graphic design duo Malmsten Hellberg, photographger Elisabeth Toll, and journalist Susanna Stömquist.

At SpoilConcept, we believe in working with all the senses, because lasting impressions are not only seen or heard – they are felt and remembered. We live by the philosophy that true success begins when a brand becomes more than a name. It turns into a memory, a feeling, an experience that people carry with them.

Horoscope

By Astrologer Tarotgäri


SpoilConcept AB
Born 14 June 2005 at 9.15

A birth chart is a snapshot of the cosmos – a map showing the planets’ positions in the solar system at the exact moment someone, or something, is born. SpoilConcept was born with Leo rising, the Sun in Gemini, and the Moon in Virgo.

Leo Rising

The ascendant reveals SpoilConcept’s image – how it engages with the world and the first impression it makes. With Leo rising, SpoilConcept projects charisma, confidence, and creativity. It wants to inspire, be seen, and set trends rather than follow them. Leo is the proudest and most creative of the zodiac signs – courageous, caring, playful, generous, and thriving among people. There is something undeniable about Leos; they naturally attract attention and claim their space. Their childlike innocence charms others, evoking laughter and inviting people to see the brighter side of life. As a fixed fire sign, Leo is reliable and steadfast, mastering both the art of pleasure and the discipline of work. Setting high standards for themselves and their achievements may be why manyLeos are perceived as workaholics. Naturally, they also craverecognition, which drives them to reach for the stars.The word “spoil” captures the Leo essence, as spoilingothers lies in Leo’s nature. A sign that loves to uplift andcare for its community, Leo is guided by the Sun – andSpoilConcept makes sure that the Sun shines on its clients.

Sun in Gemini in the Eleventh House

The Sun defines SpoilConcept’s identity, purpose, and motivation. With the sun in Gemini, the company centers on communication, curiosity, and connection. Communication being its greatest driving force, Gemini is ruled by Mercury, the planet of communication and the fastest planet in the solar system. Gemini, an adaptable air sign, brings a flexible mind, one that loves to twist and turn perspectives, moving from one field to another with equal enthusiasm. This energy creates
adaptability, playfulness, and a constant flow of ideas – perfect for PR, media, and social engagement. In the Eleventh House, the focus lies on the collective, influence, and future visions. SpoilConcept thrives through networking and digital communities, seeking to be a voice of its time and build communities around ideas.

Moon in Virgo in the Seventh House

The Moon reveals an organization’s rhythm – how it nurtures its people and environment. With the Moon in Virgo, SpoilConcept values order, quality, and attention to detail. Its approach to resources and values is practical and analytical. In the Second House, the Moon nurtures security and worth. Virgo builds these through competence, precision,
and service. Behind the sparkling exterior lies a wellorganized and efficient structure. Virgo loves organizing, refining, and bringing out the best in everything. A Virgo Moon finds comfort in order and harmony, both at work and emotionally. Sometimes it regulates feelings through organization – a helpful strategy, though occasionally pausing to dwell in emotions can be valuable too.

100 Cases

The book includes a curated selection of one hundred cases and clients that have shaped our journey. Discover them here.

A celebration of our work – as well as a time capsule of the Swedish cultural and lifestyle landscape over the past 20 years.

"As I leaf through this book, I realize that we haven’t simply created a long series of memorable experiences, but have in fact contributed to a number of historic events – the reopening of Nationalmuseum and the launch of Fotografiska, to name a few. Significant undertakings that have influenced the way we view our time and our capital city – and where SpoilConcept played a part in the bigger picture", Maria Millqvist, founder SpoilConcept.