How long does it take to walk Magasinsgatan?

A focused walk takes about 15 minutes, but a full neighborhood stroll with stops for coffee and shopping typically takes 60 to 90 minutes. The distance between the first and last stop is less than 1 kilometer.

Is Magasinsgatan worth visiting?

Yes, it is one of Gothenburg's most vibrant districts. It offers a unique mix of 19th-century architecture, world-class interior design at Artilleriet, and the city's most famous coffee culture at da Matteo.

Where can I find the best fika in Gothenburg?

Magasinsgatan is home to da Matteo, which is frequently cited as one of the best spots for fika in the city. They roast their own beans and bake their own sourdough on-site.

Can I do this walk in a wheelchair?

The route is flat, but the area is famous for its historic cobblestones. While accessible, the bumpy terrain in the courtyards may be challenging for some manual wheelchair users.

What are the best shops on Magasinsgatan?

Key shops include Artilleriet for home decor, Grandpa for curated lifestyle goods, and various Swedish fashion labels like Acne Studios and Velour which often have a presence nearby.

When do the shops on Magasinsgatan open?

Most boutiques open at 10:00 or 11:00 and close by 18:00 on weekdays. On Saturdays, many close early at 16:00 or 17:00, and some may be closed on Sundays.

Are there food options on this walking route?

Yes, there are numerous options ranging from gourmet food trucks in the courtyards to high-end restaurants and the famous da Matteo bakery for lighter snacks.

Zigway - The Guide Follows You

About This Tour

Magasinsgatan is the beating heart of Gothenburg's creative scene, a neighborhood where industrial heritage meets high-end Scandinavian design. This self-guided walk invites you to step off the main thoroughfares and into the hidden courtyards and narrow passages that define the city's modern identity. Once a district of warehouses and stables, Magasinsgatan has transformed into a hub for fashionistas, coffee connoisseurs, and interior design enthusiasts. As you follow this walking route, you will discover how old brick facades now house some of the most influential lifestyle brands in Sweden. The journey begins at the charming Victoriapassagen, a 19th-century shortcut that feels like a trip back in time, before leading you into the vibrant energy of the Magasinsgatan district proper. You will have the chance to explore legendary interior shops like Artilleriet, which has gained international acclaim for its curated aesthetic, and experience the local 'fika' culture at da Matteo, where the scent of freshly roasted beans fills the air. This neighborhood stroll isn't just about shopping; it's about the atmosphere of the hidden courtyards where food trucks serve gourmet street food and locals gather on sun-drenched benches. Whether you are looking for the latest Swedish fashion or a quiet corner to watch the world go by, this area offers a perfect blend of historic architecture and contemporary pulse. Exploring independently allows you to linger in the boutiques or take an extra long coffee break in one of the city's most iconic squares. This is a quintessential walking tour Gothenburg experience for those who want to see where the locals actually spend their weekend afternoons. **Note:** This area is known for its ever-changing character. Street art, pop-up venues, and temporary exhibitions may differ from what's described. That's part of the adventure - you might discover something entirely new!

Highlights

The 19th-century charm of the narrow Victoriapassagen

World-class interior design at the famous Artilleriet

Freshly roasted coffee and sourdough at the iconic da Matteo

Trendy Swedish fashion boutiques and local labels

The vibrant food truck scene in the Magasinsgatan courtyards

Historic warehouse architecture repurposed for modern city life

Tour Stops (6)

Victoriapassagen

Welcome to one of Gothenburg's most atmospheric shortcuts. Victoriapassagen, named after Crown Princess Victoria of Baden, was built in the late 1800s. As you walk through this narrow passage connecting Vallgatan and Södra Larmgatan, notice the small-scale boutiques and the cozy feel that contrasts with the wider streets outside. This passage has long been a favorite for those seeking unique paper goods, handmade jewelry, or a quiet cup of coffee. The architecture here provides a glimpse into the city's commercial history, where small traders once thrived. It is the perfect introduction to the 'hidden' side of the city center before we move toward the more industrial-chic Magasinsgatan.

Hotel Flora

Positioned on the edge of the trendy district, Hotel Flora serves as a landmark for the neighborhood's creative spirit. This isn't just a place to sleep; it's a design-led space that reflects the local obsession with aesthetics. The building itself sits near the old city moat line. In this area, the transition from the traditional shopping streets to the more avant-garde Magasinsgaten begins. Take a moment to look at the mix of classic Gothenburg stone architecture and the modern, curated touches that signal you are entering the city's fashion and media hub.

Grönsakstorget

Grönsakstorget, or 'The Vegetable Square,' has a history deeply rooted in Gothenburg's daily life. For centuries, this was the primary market for produce brought in from the surrounding countryside. While the stalls have mostly moved on, the square remains a vital transit point and a gateway to the Inom Vallgraven district. From here, you can see the scale of the buildings that once served as warehouses for the city's merchants. It serves as a reminder that before this was a trendy fashion district, it was a hardworking maritime and trading hub where goods were moved from the nearby canals into the storage houses on Magasinsgatan.

Artilleriet

Step into what many consider the most beautiful store in Sweden. Artilleriet has become a global destination for interior design, known for its eclectic and deeply personal curation. Located in a former artillery stable—hence the name—the shop blends industrial bones with luxury home goods. The way the space is styled changes frequently, reflecting current trends in Scandinavian and international design. Even if you aren't looking to refurnish your home, the shop serves as a gallery of modern living. Note the massive windows and high ceilings, characteristic of the military buildings that once dominated this specific corner of the neighborhood.

da Matteo Magasinsgatan

You are now standing at the epicenter of Gothenburg's coffee culture. da Matteo is more than a café; it is a pioneer of the 'specialty coffee' movement in Sweden. This specific location houses their roastery and bakery. Depending on the day, you might smell the roasting beans or the sourdough bread being pulled from the ovens. The courtyard here is the neighborhood's communal living room. It’s a place where the city's creative professionals, students, and travelers converge. In Sweden, 'fika' is a social institution, and there is perhaps no place more iconic to experience it than on these wooden benches surrounded by brick walls and bicycle racks.

Magasinsgatan 7

Our final stop brings us to the heart of the district's retail and food scene. Magasinsgatan 7 is a collection of historic buildings that now house flagship stores for famous Swedish fashion brands and local boutiques. The large open courtyard is frequently home to some of the city's most popular food trucks, offering everything from traditional fried herring to contemporary vegan tacos. This area perfectly encapsulates the modern Gothenburg vibe: repurposing industrial heritage into vibrant, social, and commercial spaces. It is a place that feels both historic and brand new, making it the perfect spot to conclude your exploration and perhaps grab a bite to eat.

Frequently Asked Questions

The Magasinsgatan area is widely considered the best spot for fashion lovers. This self-guided walking route covers major Swedish brands and independent boutiques located within historic industrial buildings.