How much does architecture affect the willingness to pay? - A comparison between 1970s and 1920s architecture and its impact on today’s architecture.

Abstract: If you ask any person for his opinion about "miljonprogrammet", most would answer that it is the largest architectural failure in modern times. The housing shortage meant that numerous buildings had to be built quickly and the architecture was neglected. Today there is again a significant housing shortage, and the need to build many homes have quickly become a political priority issue. These homes should preferably be as cheap as possible. The risk is great that we in 50 years will view these buildings in a similar way that we look at the "miljonprogrammet" today. If we instead turn to the houses that were built in the 1920s these are still considered to be very beautiful and classic tastefulness. This type of house should be easy to replicate by simply building classic houses with pitched roof, simple details above windows and doors with a one-colored plaster facade. This work has been carried out in order to avoid falling into the same situation again. The aim was to prove that there is an increased willingness to pay for houses built around the 1920s. By proving that this is the case, we hope that the houses being built in the future will return to this classic tastefulness architecture which we believe will provide a more sustainable cityscape. The result has been obtained by several independent t-tests of sales in Södermalm and Östermalm, in central Stockholm, during the past five years. Interviews with architects, brokers and construction companies have also carried out to obtain a broader base and to see how professionals in the industry look at the issue. Literature has been used for further theoretical background. The conclusion has been obtained by compiling samples and interviews. The result was that there is a strong significant difference in the willingness to pay of properties built during the "miljonprogrammet" versus 1920. Where the 1920s houses sold for a much higher price.