Embassy of Sharing – testbed for emerging sustainability solutions and novel business models

Sharing is considered as one of the key elements in circular economy, as well as away to deliver social impact. According to the New Bauhaus initiative by the EuropeanCommission, new neighbourhoods should be environmentally sustainable, provide anaesthetic experience, and deliver social inclusion. This study explores the emergence of sharing business models in the real estate industry. The aim is to establish how novel business models are adopted in a neighbourhood development project. The study employs a qualitative case study approach, where the case is a new building block in Malmö, Sweden. The block will host seven buildings, all with their unique take on environmental sustainability, sharing economy, and innovation. The block comprises both commercial buildings (offices, retail, hospitality), and housing. We utilize interviews as primary data, and a range of written documents as secondary data. All data is analysed using template analysis. The block functions as a testbed for designing, implementing, and evaluating several novel solutions, such as, a local waste management system, a rolling janitor role for inhabitants, a local currency for use in the restaurants, as well as a community service provider. Engaging different organizations, including both local start-ups and municipal actors and youth organizations to be a part of the sharing community is found to be essential. The community engagement has been initiated by the real estate developer digitally, already before the construction phase. The role of the developer-owner will be to allow experimentation providing the physical, mental, and economic space. The findings are particularly useful to both established real estate developers looking for new ways to create societal impact, and new businesses trying to enter the market with a niche