Tech Powerhouse Bob W Signs Exclusive Deal to Transform Tallinn’s Iconic Krulli Kvartal

Bob W has signed a long term deal to open a hotel at Krulli Kvartal, the 10.2 hectare regeneration site in Estonia’s capital. First quarter 2028 is the target for opening the Bob W Tallinn Krulli Kvartal. The development will comprise 34 studios and 29 one bedrooms. Construction will commence with a design focused on the needs of the modern traveller. The location will strengthen the operator’s position in the Estonian capital. Bob W opened their first location in the Estonian capital in 2019. Geographically, the location will strengthen their presence.

Transforming an Industrial Landmark

The Krulli Kvartal development represents an ambitious revitalisation of North Tallinn’s former industrial district, a site with a heritage spanning more than 125 years. Across four distinct stages extending through 2035, the area is being converted into a major car-free quarter for the city.

The initial phase, spanning 34,200 square metres, is projected to be delivered between 2025 and 2028. The comprehensive masterplan for the broader neighbourhood will eventually feature more than 600 apartments and create upward of 3,000 office jobs. That figure is expected to surpass 5,000 when accounting for neighbouring commercial tenants such as Wise. The mixed-use quarter will also host over 50 shops, diverse commercial spaces, a kindergarten, pocket parks, and an event venue capable of accommodating 1,200 attendees.

Strategic Location and Urban Integration

Positioned next to Kasvuhoone, which will serve as Krulli’s future epicentre for technology and creativity, the new Bob W site will sit at the crossroads of startups, creative enterprises, and vibrant retail spaces. The broader district is strategically located near North Tallinn’s established cultural hubs, including Noblessner and Telliskivi Creative City, while maintaining convenient proximity to the city centre and Tallinn Old Town.

Adaptive Reuse and Architectural Vision

Preserving the industrial authenticity of the Krulli quarter is a foundational element of the regeneration strategy. Five of the district’s 20 buildings are heritage-protected, and original materials are being purposefully woven into the site’s modern iteration. Reflecting this ethos, the new Bob W property will incorporate three façade panels salvaged directly from the site’s former mechanics workshop—a space soon to be transformed into the Kasvuhoone building.

“For this project reuse wasn’t a constraint, but the starting point,” said Karli Luik, Chief Architect at molumba. “Three of the building’s facade panels come directly from the site’s former mechanics workshop, carrying that history forward rather than erasing it. We wanted the building to read as a continuation of Krulli’s industrial past, not a replacement for it.”

Strategic Growth and Shared Philosophy

The agreement shows Bob W’s flexibility in operations when partnering with landlords across different asset classes like office and hotel conversions, as well as ground-up custom hospitality developments. The company’s operations cover over 100 assets consisting of approximately 8,000 apartment and hotel units across Europe and the United Kingdom.

Taavi Pettai, Vice President of Real Estate at Bob W, explained the importance of the location. “Opening our first real estate project in Tallinn made this location importance to Bob W. Krulli is the area we want to invest in most. Krulli has an identity and history but is now a great place to have mixed use where people live, work, and spend their time.”

Pettai also mentioned the benefit of early participation in the development process. “Working with our partners early means we are able to build a structure that best serves how our guests stay with consideration to design, operations, and the materials we use.”

Indrek Hääl, CEO of Krulli Kvartal, shared the same sentiments and said “Krulli is proud to have an operating partner like Bob W. Bob W understands how to operate an aparthotel well in the Krulli area, and the building has the opportunity to showcase the history of the building while Bob W will continue to operate the building and the history of the site.”