From Old Sugar Factory to New Sweet Spot for Recreation

What happens when a 100-year-old sugar factory on the island of Møn transforms into a unique international destination for leisure? For the Old Sugar Factory – Stege Sukkerfabrik – the challenge was to turn an industrial relic into a beacon of contemporary tourism, without losing its soul. A new story for an old factory, Sukkerfabrikken A/S set out to redefine what a factory could mean in the 21st century. Once a powerhouse of agricultural production, the vast complex now stands ready to become a hotel and high-end holiday resort, anchored in unique history, local culture, and Nordic nature. But with ambitions reaching far beyond Denmark, the team needed an international brand strategy. That’s where Group NAO came in.

NAO was selected to develop Sukkerfabrikken’s in-depth go-to-market strategy and brand positioning. The findings unveiled that in order to excel, the Sugar Factory must provide visitors with a glimpse into a distinct post-industrial and cultural realm that is unavailable elsewhere in the Nordics. The new neighbourhood should also offer a promise of a revitalised sense of community, recreational activities, and cultural opportunities for the residents of the nearby town of Stege to enjoy and take part in. Last but not least, the Sugar Factory must also set the highest standards for sustainable design and operations in Danish tourism.