20 Years of Cultural Encounters: SpoilConcept Celebrates Its Anniversary with Eyes on the Future
text Ulrika Lindqvist
For two decades, Maria “Pyret” Millqvist has led SpoilConcept with a clear vision: to unite culture and business through meaningful encounters and creative experiences. As the agency marks its 20th anniversary, she reflects on the youthful confidence that shaped its foundation, the profound shifts within the PR industry, and why curiosity remains her guiding force.
Ulrika Lindqvist: Congratulations on SpoilConcept’s 20th anniversary! Looking back, what inspired you to start SpoilConcept in the first place?
Maria ”Pyret” Millqvist: When I started SpoilConcept, I had a strong idea of bringing together business and culture to create encounters across boundaries, with art at the center. Since 2005, we’ve been fortunate to collaborate with some of the country’s leading cultural institutions and play a small part in a larger movement. Today, we see how art and creativity are woven into everything from academia to fashion for example, how the Stockholm School of Economics integrates art into its curriculum. As Josef Sachs once said about NK, ‘we are both a commercial and a cultural theater.’ We love that idea, it’s the spirit we bring to our agency, creating experiences that connect business and culture.
UL: Could you tell us a bit about your own background — what did you study and work with before founding SpoilConcept?
MPM: I studied at Berghs School of Communication and the Institute for International Education in Stockholm, but I’m essentially self-taught. In 2005, I launched the PR and events agency SpoilConcept with great confidence, and perhaps a little naively. Looking back twenty years later, I feel immensely proud that, as a young woman, I was able to establish myself and make a name in a challenging and relatively new industry.
photography Elisabeth Toll
photography Rasmus Georgiadis
UL: What do you find most enjoyable about working in PR, and what are the biggest challenges?
MPM: I’ve always worked hard, driven by curiosity and creativity. Our business concept has remained the same since the beginning: to create dynamic encounters between culture and business, where culture provides credibility, emotion, and experiences, while business brands provide security and sponsorship. Today, I have more experience, but I’m just as curious about what lies ahead. Art, music, food, dance, theatre, design, architecture, and fashion continually inspire me and fuel new ideas. I’m also proud that we’ve always lived by the motto, “it’s cool to be kind.” We are a friendly agency, and as the name Spoil suggests, we love to pamper our clients. Nurturing relationships and creating physical meetings has always been our ambition and it’s even more important in today’s digital world.
UL: How would you say the PR industry has changed over the past 20 years? What was it like when you started, and what is it like today?
MPM: The PR industry now requires navigating an evolving landscape that extends far beyond traditional media and the established social channels like TikTok, Instagram, and Facebook. Companies are building their presence on new platforms like Substack, which are gaining credibility as trusted sources of information and inspiration. Affiliate marketing, once focused solely on driving sales, now integrates brand narrative with conversion. Meanwhile, AI is rapidly reshaping the work we do. I’m not afraid of challenges or change—I love it. Staying inspired and open-minded is essential to remaining relevant and up to date.
UL: How do you decide which clients to work with?
MPM: I like to work with clients who are ambitious and bold rather than beige! Our core concept remains the same: creating dynamic encounters between culture and business, where culture brings credibility, emotion, and experiences, and business brings security and sponsorship. The dream assignments are those where we have the client’s full trust, allowing us to be creative, brave, and innovative.
photo courtsy of National Museum
UL: Do you have any advice for people who want to start a career in PR?
MPM: Work hard, never give up, be a good listener and learn by doing. Be kind, invest time, and be patient with yourself.
UL: Is there a particular moment in your career that stands out as especially memorable?
MPM: The reopening of the Nationalmuseum is a very special project I’ll always carry with me. After four years of renovation, we had the honor of hosting the VIP opening night. I literally had to pinch myself, it was a dream come true.
UL: How do you envision the future of public relations?
MPM: Like most industries, PR must live in the present while planning for the future. Over the past 20 years, we’ve witnessed tremendous shifts across traditional, digital, and social media. I’m grateful to have experienced this evolution, and like all major changes, it has sparked reactions. I find it exciting to be part of this development, it keeps me alert and present. I am inspired by everything happening around us. For instance, in an era of “fake news,” we will need to be even more selective and careful about which media and voices we trust and follow. It will demand more from us as individuals, and reason and reflection will become even more important.
UL: What are you most looking forward to in the coming months?
MPM: We are taking the next step by expanding with The Suite at our property on Sturegatan 34. A dedicated space with a living room and kitchen where we can host conversations, experiences, and gatherings. This will be part of our 20-year celebration and mark the beginning of the next chapter. The space and project are expected to be fully completed by April 1, 2026.
