About
SpoilConcept is a leading PR agency that has built a distinctive position within public relations, communications, and events in the Nordics since 2005. Our expertise lies in creating dynamic intersections between business and culture, translating creativity into commercial growth and strategy into cultural relevance.
We are a relationship-driven agency. Our strength is built on cultivating genuine connections and creating memorable, in-person encounters. We believe in the curated and the bespoke, whether it’s for a client, an editor, or a guest. This approach has shaped an extensive network spanning media, decision-makers, and frontrunners in the creative field across the Nordics and internationally.
Combining over two decades of experience with a sharp sense of timing and audience insight, we build brand equity through strategic planning, press engagement, storytelling, art direction, and brand activations.
Bridging strategy and experience, our events are designed to engage, inspire, and connect. Managing the process from concept to execution, the agency has produced numerous immersive brand activations and landmark events, from grand openings of some of Stockholm’s most iconic establishments to milestone celebrations of cultural institutions.
SpoilConcept
The Dream Factory
By Susanna Strömquist
SpoilConcept has built a unique position within PR, communications, and events in Sweden. Its guiding principle – creating captivating encounters at the intersection of culture and business – has been part of the company from the very beginning. Founder Maria Millqvist describes herself as a conductor – or rather, a film director. As SpoilConcept celebrates its 20th anniversary, she pauses mid-stride to reflect on the journey so far – and the road ahead.
Susanna Strömquist: How would you describe SpoilConcept?
Maria Millqvist: I always say that SpoilConcept is a small company that creates grand experiences. Looking back, I realize that we haven’t simply created a long series of memorable experiences in the moment, but have in fact contributed to a number of historic events – the reopening of Nationalmuseum and Östermalms Saluhall, the establishment of Spritmuseum, 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. It’s a powerful feeling.
SS: How did it all begin? What made you establish SpoilConcept?
MM: One of my very first major assignments was to launch a photo exhibition dedicated to Greta Garbo at the Nordiska museet. I had recently completed a long-term project in New York that involved both PR and events, and realized I had gained the drive and the knowledge that could bring something valuable to Sweden. My formal training was at Berghs School of Communication and the Institute for International Education in Stockholm and New York, but I am essentially self-taught. In 2005, I founded the PR and event agency SpoilConcept – confident, and perhaps a little naive. Two decades later, I look back with pride at having carved out a place for myself as a young woman and made a name in a demanding and relatively new industry.
SS: How come you succeeded? What is your key to success?
MM: I have always worked hard, driven by curiosity and creativity. The business idea is the same today as it was back then: to create dynamic encounters between culture and business, where culture provides credibility, emotion, and experiences, while business provides security and sponsorship. I am much more experienced today, but just as curious about what’s next. Art, music, food, dance, theater, design, architecture, and fashion inspire me and give me new creative impulses. I’m proud that we have always stayed true to our motto: “It’s cool to be kind.” We are a friendly agency, and, as the name “Spoil” suggests, we love to pamper our clients. It has always been our ambition to nurture relationships and to create physical encounters – something that has become even more important in today’s digital climate.
SS: Today, you are a team of about ten, working together in beautiful premises three floors up on Sturegatan, overlooking the greenery of Humlegården, with a showroom presenting a curated selection of high-quality brands. How do you approach a new assignment?
MM: I usually think of SpoilConcept as a dream factory, and myself as a conductor – or, more fittingly, a director on a film set, orchestrating a one-take scene with no chance for retakes or edits. I like to take charge, ensuring that everything comes together and that everyone is in sync, moving in the same direction. It is like directing a drama, cast with the very best in their fields. During a large production, the team can grow from about ten to a hundred people. At the same time, the clients and guests should feel safe, cared for, and special – part of something unique.
"I’m proud that we have always stayed true to our motto: “It’s cool to be kind.” We are a friendly agency, and, as the name 'Spoil' suggests, we love to pamper our clients."
Maria Millqvist by Elisabeth Toll.
SS: What makes a dream assignment?
MM: I love high ambitions! A dream assignment is when we have the client’s full trust and are given the opportunity to challenge ourselves – to be creative, bold, and innovative. A key foundation for a successful collaboration is that ambitions and budget align. Mutual respect, trust in the process, and a shared drive to create something memorable and meaningful that adds value are essential. We are good at identifying what clients truly need, rather than what they simply want, and at creating opportunities to bring exciting visions to life.
SS: When are you truly satisfied?
MM: When all the pieces fall into place. When the dream becomes a reality. When we succeed in creating an unforgettable experience, a true “wow” moment. For me, beauty is the driving force. I believe it’s essential to surround myself with environments and objects that enrich my life. I’m a dreamer who loves to curate worlds that enhance and beautify – whether the aesthetic is grounded in parquet or concrete. I want to create unexpected experiences that speak to all the senses. A great event can be like standing in front of a powerful work of art. It becomes an experience that moves you, inspires new dreams, visions, and creative impulses – leaving a lasting impression long after the lights go out.