Gothenburg has about 3,400 homeless people. Most of them find a roof over their heads with a friend or at a refuge, but some sleep in the open air. The streetpaper Faktum wanted to create awareness around the homeless issue - and at the same time raise money for their work. So we chose ten of the places where homeless people might spend the night - and made it possible to book them. Just like any hotel. Photographer Håkan Ludwigson, frequently hired by Condé Nast Traveller, took the pictures. The ambition was to make an intuitive site looking as close to the cliché of a design hotel as possible. Booking a room is just a click away - and so is showing it to your friends on Facebook (or posting it as a gift). And right there, amongst all other photos from hotels around the world, it gets maximum impact.

Two weeks before Christmas we asked a bunch of famous artists and bloggers to book a room at Faktum Hotels - either to themselves or as a gift to a friend. Then they posted it on Facebook and/or Twitter. It spread in an instant. Journalists wrote, politicians tweeted and suddenly the perfect Christmas gift wasn´t a pair of headphones anymore. Except a few banners and a tiny ad in the local newspaper, the whole campaign was driven by PR and social media. By itself, more or less.

Over thousand hotel nights has been booked so far. And in december the street paper sold out for the first time ever. It has now reached a circulation in par with the most popular magazines in Sweden. Media all over the world, from Huffington Post to Time Magazine, have covered the story about Faktum Hotel. And after six minutes on BBC World, the city of Gothenburg felt that they had to start defending themselves - resulting in a debate we still haven´t seen the end of. So opinion has been raised, that´s for sure. And money as well.