Not just accessible – but irresistible
Sweden’s labour market, economy – and ultimately its global competitiveness – depend on having well-educated individuals in technology, mathematics and natural sciences. Today, too few young people choose to study these subjects. This is a national challenge, but very much a regional one as well. Together with Region Sörmland, we at Gullers Grupp set out to increase interest in technology and science among young people – by building something that hadn’t been done before: a science centre in Sörmland that is both physical and digital.
THE CASE IN BRIEF
What we did
Already today, Sweden’s labour market struggles to find the right talent in technology and science – affecting the country’s ability to remain competitive and lead globally in emerging tech sectors.
In Region Sörmland, unemployment is higher and education levels are lower than in neighbouring regions and the national average. More young people, therefore, need to become interested in and pursue careers in technology and science. More need to realise that the future is shapeable and full of possibilities. The tools to build that realisation and shift in mindset? Technology and science. The goal wasn’t just to make these subjects understandable – we wanted to make them irresistible.
Young people’s interest must be sparked early. One way to do that is by creating a science centre where children and youth can learn in a stimulating, playful and exploratory environment. There are about 3,000 science centres around the world. In Sweden, there are 19 – and Region Sörmland wanted to create another. But a different kind. While most science centres are tied to a single physical location, Region Sörmland wanted to build on existing initiatives and activities already spread across the region – and bring them together digitally. A digiphysical science centre: both digital and physical, where knowledge, experiences and activities could be shared and made accessible to all of Sörmland. A hub for inspiring work already being done, and a launchpad for new efforts. A platform for sharing knowledge – and breaking new ground. So more young people can reach their full potential – and contribute to Sweden’s continued progress and prosperity.
The task, in short: to build something that hadn’t been done before, within a regulatory framework that (for now) didn’t even support the idea. The kind of assignment that allows Gullers Grupp to stretch our thinking.
Many areas of expertise came together to determine how this digiphysical science centre could be realised: organisational structure, economic modelling, insights and analysis, branding, core values, storytelling, content strategy, and proposed architecture for the digital platform. With today’s technology, there are many ways to create a digiphysical experience. We started with the needs of the target audience and held tightly to the educational core – then developed a flexible tech solution that could grow with the task and leverage existing regional activities into a coherent whole.
The outcome was a comprehensive decision-making document for the region’s leaders.
The name proposal for the new centre was “Modda Sörmland.”
“To mod” means to modify – a word that captures the playful pedagogical approach of the centre. It also reflects the core goal: to gradually build knowledge among children and youth, and to show that their future is shapeable and full of opportunities. “Sörmland” grounds the name in the region and clarifies the scope. Together, the words express both an ambition and a vision for the end goal of this modding process: a region strengthened by a better-educated population.
Some would say this project was about learning – but we prefer to say we laid the foundation for experiences and encounters that will echo far into the future. That open eyes and spark dreams of a better life for young people in Sörmland. That inspire thoughts about a future career – and curiosity about the road that leads there.
