An extensive project to modernize information and commercial displays at several of Stockholm’s busiest subway and commuter rail stations has commenced. This initiative is part of a long-term upgrade of public transport infrastructure and will be carried out in stages through the autumn.

The project involves replacing older, analog surfaces with new digital technology in partnership with JCDecaux, enabling faster and more flexible communication. These new displays will generate significant annual revenue for SL, contributing to the funding of the public transport system. Furthermore, the digital infrastructure provides SL with greater flexibility to quickly reach passengers with traffic information during disruptions or other vital public announcements.

“For us, this is about developing a functional and flexible infrastructure for public transport, where different needs must interact over time. These spaces are fundamentally commercial, but they are also a crucial part of how we communicate with passengers when it is needed most, such as during traffic disturbances or other events. At the same time, this investment generates significantly higher revenue for SL than it does today—approximately 600 million SEK per year. It is a vital component in developing and financing public transport in Stockholm,” says Suss Forssman Thullberg, Head of Communications at the Traffic Administration (Trafikförvaltningen).

Installations will be carried out at night, one station at a time, to ensure minimal impact on passengers and to maintain a safe work environment. In total, the modernization covers 12 subway stations and two commuter rail stations, where existing analog surfaces are being replaced by a significantly smaller number of larger, digital formats.

“We are making extensive investments in the subway environment that will enhance the visual appeal and bring Stockholm’s transit environment into the present. By transitioning from many smaller analog surfaces to fewer, more advanced digital formats, we are creating both better experiences and higher quality in our communication,” says Magnus Heljeberg, CEO of JCDecaux Sweden.

As part of the modernization, JCDecaux is collaborating with Kulturhuset Stadsteatern to use the new digital displays for cultural content throughout the summer. The initiative allows Kulturhuset Stadsteatern to reach a broad audience with information about their activities and performances at no cost, with the goal of engaging more Stockholmers and commuters in their daily lives.

“We are very pleased to have the opportunity to showcase the fantastic work of Kulturhuset Stadsteatern in Stockholm’s subway stations, and we hope that even more people will be inspired to experience our cultural offerings,” says Malin Dahlberg, CEO of Kulturhuset Stadsteatern.

The rollout is taking place incrementally, one station at a time, and is expected to be completed by late summer.

Facts

• 600 analog units on track walls are being dismantled. The total number of surfaces will be greatly reduced and replaced by approximately 75 digital screens.

• The current 1,200 escalator signs will be replaced by half that number of digital screens.

• The new digital surfaces are expected to generate 600 MSEK in annual revenue for SL, tripling current advertising revenue.

Stations undergoing modernization: T-Centralen (subway + City Line), Slussen, Medborgarplatsen, Skanstull, Gamla Stan, Gullmarsplan, Hötorget, Östermalmstorg, Rådmansgatan, S:t Eriksplan, Fridhemsplan, and Odenplan (subway + City Line).

About SL

Every day, nearly 800,000 passengers travel with SL. SL holds the overall responsibility for ensuring that all residents and visitors in Stockholm County have access to a well-developed, accessible, and reliable public transport system. SL operates buses, subways, commuter trains, local rail lines, and commuter ferries throughout the region. We keep the Stockholm region moving, 24 hours a day.

About JCDecaux

JCDecaux Sweden is part of the global JCDecaux Group and offers a network of outdoor advertising surfaces in the country’s largest cities. JCDecaux is a world leader in the design, installation, and maintenance of street furniture and partners with cities worldwide to improve the public environment. Through an innovative business model, JCDecaux provides essential infrastructure, such as bus shelters, smart city information panels, and automated public toilets. With a focus on aesthetics, sustainability, safety, and digital innovation, JCDecaux contributes to the vibrant and accessible urban environments of the future.

About Kulturhuset Stadsteatern

Kulturhuset Stadsteatern is for every Stockholmer, founded on the principles of freedom of speech and artistic freedom. Kulturhuset Stadsteatern is located at Sergels torg, in Skärholmen, Vällingby, and Husby, and during the summer months, it reaches all of Stockholm through Parkteatern. Throughout the year, it offers a wide range of performances, concerts, exhibitions, discussions, and creative workshops, as well as four unique libraries for all ages. With 2.5 million annual visitors, Kulturhuset Stadsteatern is one of Sweden’s most visited cultural institutions.