Arkitektonisk kvalitet med fokus på skönhet ? En fallstudie av hyresgästers betalningsvilja för skönhet i Garnisonen
In the Real Estate market there are a large number of commercial properties with offices. As acompany or business you are faced with many decisions when choosing your office space.This bachelor thesis examines the concept of architectural quality with focus on beauty and itsvalue for office tenants. The ambition is to find out if beauty is a decisive factor in theselection of office and if there is a willingness to pay for it.The selected question is studied in a case study of Garnisonen where tenants, a propertyowner and an architect are interviewed, all with connection to the examination object.Garnisonen is well suited as a case study because it is Stockholm's largest office complexwith buildings from three different architectural eras. Tenants in the survey represent allarchitectural styles and have different industry affiliation.As a theoretical framework a literature study is presented where the importance of beauty forthe individual, the built environment and society are treated, and also how the office can beused for branding purposes. The interviewees? views of beauty and their opinions on beauty atwork in Garnisonen are presented in the results. To find out if there is a willingness to pay forbeauty the respondents get to put a value on beauty based on rental changes given in per cent.The analysis links the results with the theory chapter. The conclusion interprets the analysisand discloses the willingness to pay for beauty in Garnisonen with the aspiration to give anindication of a more general view of the value of beauty.