The Rose Castle
The Rose Castle (Roseslottet) is a Norwegian non-profit foundation operating an outdoor WWII memorial and art installation at Frognerseteren, Oslo, created by the Sand brothers, serving tourists, school groups, and event attendees through ticketed visits, guided tours, and educational programming.
- Company typePrivate
- Founded2020
- HeadquartersGrålum, Norway
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Rose Castle does
The Rose Castle (Roseslottet) is a Norwegian non-profit foundation operating an outdoor art installation and WWII memorial at Frognerseteren in Oslo. The site comprises five illuminated golden sails symbolizing the five years of war (1940–1945), over 90 monumental paintings depicting Norwegian resistance stories, geometric sculptures referencing Renaissance humanism and Kepler's planetary geometry, an audio installation of twenty amphorae ("Humanismens stemmer"), and a 240-meter spiral walkway threading from antiquity to the present. The installation was created by artist brothers Eimund Sand and Vebjørn Sand and opened in June 2020 to mark the 80th anniversary of the Nazi occupation and 75th anniversary of liberation.
The foundation generates revenue through a mix of admission tickets (180 NOK adult, 100 NOK student/veteran/child, 500 NOK family, 144 NOK OBOS members), guided tours (3,000 NOK per guide; special artist-led tours at 695 NOK per person), a curriculum-aligned school program (1,500 NOK per class plus 80 NOK per student), concerts and corporate event rentals (e.g., 350 NOK intimate concerts), and an on-site café and shop (Storstua). Distribution is direct-to-consumer via the permanent Oslo site, a national tour program (13 locations in 2025), and online booking through booking.duell.no. Marketing leverages Instagram, Facebook, YouTube, earned media (TIME Magazine 2021), and website-driven event calendar sales.
The organization is funded primarily by ticket sales, project-specific grants (notably 6 million NOK from the Ministry of Defence and the Hans Herman Horn Foundation for the 2025 tour), and charitable gifts. It employs 12 staff led by Managing Director Elisabeth Valrygg and a board chaired by Katrine Aspelin. On March 26, 2026, the Norwegian Parliament voted to find a permanent solution for the installation as a national memorial and learning arena, formalizing its institutional permanence. The foundation maintains fact-checking partnerships with HL-senteret, Falstadsenteret, ARKIVET, Narvik Krigsmuseum, Gjenreisningsmuseet, Norges Hjemmefrontmuseum, and Skeivt Arkiv.
The Rose Castle firmographics
Firmographics- Name
- The Rose Castle
- Legal name
- Stiftelsen Roseslottet
- Website
- https://roseslottet.no
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Rose Castle (Roseslottet) is a Norwegian non-profit foundation operating an outdoor WWII memorial and art installation at Frognerseteren, Oslo, created by the Sand brothers, serving tourists, school groups, and event attendees through ticketed visits, guided tours, and educational programming.
- Ownership category
- akta.pro rank
The Rose Castle industry classification
Industry- Product category
- Cultural Heritage Memorial and Outdoor Art Installation
- NAICS
- Historical Sites (71212)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Monuments, Statues & Memorials (THAJACAB)
- akta.pro secondary industry
- Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC)
Keywords
Where The Rose Castle is headquartered
LocationHeadquarters
- HQ city
- Grålum
- HQ country
- Norway
- HQ region
- Europe
Offices2 records
Markets served
The Rose Castle business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Others
Revenue model
- General Admission Tickets: Visitors pay entry fees to access the outdoor art installation. Standard admission for adults (180 NOK), children 6-17 (100 NOK), with free entry for children under 6. Special rates for students and veterans (100 NOK), and family tickets (500 NOK for 2 adults + up to 3 children).
- Guided Tours and Special Tours: Private guided tours with professional guides (3000 NOK per guide plus entry), tours with artists Vebjørn Sand or Eimund Sand (price on request), and special tours with Vebjørn Sand (695 NOK per person).
- School Programs: School visits including guided tours and educational tasks. Priced at 1500 NOK per class plus 80 NOK per student. Two teachers admitted free with each class.
- Event Rentals and Performances: Concerts, literary performances, and special events held at the venue. Intimate concerts (e.g., Thom Hell, Linnea Dale) priced at 350 NOK including venue access. Event inquiries for corporate events and celebrations.
- Café and Retail (Storstua): Kiosk sales including freshly baked waffles, cocoa, coffee, drinks, snacks, and merchandise such as catalogs and gifts. Gift cards available for purchase.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Adult General Admission |
| One time/ perpetual license | Pay-as-you-go | Children 6-17 years |
| One time/ perpetual license | Pay-as-you-go | Children under 6 |
| One time/ perpetual license | Pay-as-you-go | Student and Veteran |
| One time/ perpetual license | Pay-as-you-go | Family Ticket |
| One time/ perpetual license | Pay-as-you-go | OBOS Members |
| Unit Pricing | Pay-as-you-go | School Program |
| Unit Pricing | Pay-as-you-go | Private Guided Tour |
| Unit Pricing | Pay-as-you-go | Special Tour with Vebjørn Sand |
| Unit Pricing | Pay-as-you-go | Intimate Concert (e.g., Linnea Dale, Thom Hell) |
| Subscription | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
The Rose Castle product offering
Product offeringCore offering
The Rose Castle (Roseslottet) is an outdoor art installation and WWII memorial at Frognerseteren in Oslo, Norway, offering public admission to walk among five illuminated golden sails, over 90 monumental paintings depicting the 1940-1945 Norwegian occupation and resistance, geometric sculptures, and a 240-meter spiral walkway. Visitors can additionally book guided tours, school programs aligned with the Norwegian curriculum, concerts and literary events on the outdoor stage, and visit the on-site Storstua café and gift shop.
Product overview
Roseslottet is a single outdoor art installation and memorial located at Frognerseteren in Oslo, Norway. The site features five large golden sails (five pillars), over 90 monumental paintings primarily depicting World War II themes, geometric sculptures representing Enlightenment values and human rights, and a 240-meter spiral walkway from antiquity to the present. The core offering is the physical art installation, supplemented by guided tours, a school educational program, a café/shop (Storstua), concerts and events, and a digital online exhibition. The installation commemorates the resistance during 1940-1945 and promotes democratic values.
Differentiator
Problem solved
Functional benefit
Products and services
- Roseslottet Art Installation - General Admission Public admission to the outdoor art installation and WWII memorial at Frognerseteren in Oslo, including access to the five illuminated golden sails, over 90 monumental paintings, geometric sculptures, and the spiral walkway. Open daily 11:00-17:00 with extended Thursday hours to 20:00. Targeted at general public visitors, families, and tourists.
- Guided Tours (Omvisning)
Quantifiable outcome
- Received parliamentary approval in March 2026 to become a permanent national memorial and learning arena
- +2 more outcomes
Companies that use The Rose Castle
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
The Rose Castle technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
The Rose Castle partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- HL-senteret (The Holocaust Centre)coreFact-checking partner for Holocaust history and persecution of Norwegian Jews in the exhibition.
- ARKIVET freds- og menneskerettighetssentercoreFact-checking partner for wartime sailors' history and advisory support for the exhibition.
- FalstadsenteretcoreFact-checking partner for war prisoners and forced laborers history.
- Narvik KrigsmuseumminorFact-checking partner for battles in Narvik and Northern Norway occupation history.
- Gjenreisningsmuseet i HammerfestminorFact-checking partner for forced evacuation of Finnmark and North Troms and northern counties' occupation history.
- Norges HjemmefrontmuseumcoreMember of reference group for fact-checking and historical accuracy.
- Skeivt ArkivminorMember of reference group contributing LGBTQ+ historical perspectives.
- SuperwimzminorListed as collaboration partner in supporter section.
- El-Effekt ASminorInstallation and planning of all electrical systems.
- J.I. Bygg ASminorContractor responsible for building wooden structures, foundations, anchors, and walkways.
- Lauritsen Gjerdefabrikk ASminorFencing of entire site and delivery of angle brackets for paintings.
- Aanesland Fabrikker ASminorProduced the four masts for pillars and delivered glulam parts for Roseporten.
- Eker Design ASminorProduced the Rose and production/milling of Roseporten parts.
- Askim Mek. Verksted ASminorCompleted steel structure for Star of the Unborn, produced Grotten, Portalen, and Russian Tower. Assembly of LED lights.
- Signify Norway AS (Philips)minorSupplier of all lighting for Roseslottet.
- Kynningsrud ASminorCrane supplier and responsible for lifting and placing the five pillars.
- Forsvarets Musikk (Norwegian Armed Forces Music)minorContributing music to the 2025 national tour performances.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
The Rose Castle competitors and assessment
Company assessmentDirect peers
- HL-senteret (The Holocaust Centre): Norwegian center for Holocaust and minority studies that is a fact-checking partner of Roseslottet. Directly comparable in mission (WWII education, human rights, democracy) and audience (school groups, researchers, public visitors) and operates educational programming in a similar vein.
- Ekebergparken Sculpture Park: Outdoor contemporary sculpture park in Oslo overlooking the city. Comparable as a free/paid outdoor sculpture installation in Oslo combining art, history, and scenic location, targeting cultural tourists and school groups.
- Falstadsenteret: Norwegian human rights and WWII memorial center that is also a Roseslottet fact-checking partner. Comparable as a WWII/human rights educational memorial site with school programming and guided tours.
- Vigeland Museum / Vigelandsparken: Oslo's monumental outdoor sculpture park and museum created by a single artist (Gustav Vigeland). Directly comparable as a large-scale outdoor sculpture installation in Oslo that functions as both memorial/art venue and tourist attraction with ticketed access.
- ARKIVET freds- og menneskerettighetssenter: Norway's peace and human rights center in Kristiansand, also a Roseslottet fact-checking partner. Comparable as a memorial/learning site with WWII history, human rights education, and visitor programming.
- Norges Hjemmefrontmuseum: Norway's Resistance Museum located in Oslo's Akershus Fortress. Comparable as a WWII resistance memorial/museum with educational programming, school programs, and historical artifacts - and a reference-group member for Roseslottet.
Regional players
- Munch Museum: Major Oslo art museum featuring the works of Edvard Munch. Comparable as a flagship cultural attraction in Oslo drawing both tourists and school groups, with a café/retail component and ticketed entry pricing in a similar range.
- Kon-Tiki Museum: Oslo museum housing the Kon-Tiki and Ra rafts from Thor Heyerdahl's expeditions. Comparable as a single-anchor Oslo cultural attraction with ticketed entry, gift shop, and a tourist audience overlapping with Roseslottet's visitors.
- Fram Museum: Oslo museum dedicated to Norwegian polar exploration featuring the Fram expedition ship. Comparable as a major Oslo cultural/museum attraction with ticketed entry, café, and educational programming for tourists and school groups.
Broad incumbents
- Norsk Folkemuseum: Norway's largest cultural history museum open-air site in Oslo. Comparable as a Norwegian heritage attraction combining outdoor exhibits, educational programming, and ticketed visitor experiences tied to national identity.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The Rose Castle social profiles
Digital presenceThe Rose Castle financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Rose Castle leadership team
Management profileNumber of profiles
Profiles10 records
The Rose Castle funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Rose Castle M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Rose Castle
What does The Rose Castle do?
The Rose Castle (Roseslottet) is an outdoor art installation and WWII memorial at Frognerseteren in Oslo, Norway, offering public admission to walk among five illuminated golden sails, over 90 monumental paintings depicting the 1940-1945 Norwegian occupation and resistance, geometric sculptures, and a 240-meter spiral walkway. Visitors can additionally book guided tours, school programs aligned with the Norwegian curriculum, concerts and literary events on the outdoor stage, and visit the on-site Storstua café and gift shop.
Is The Rose Castle a public or private company?
The Rose Castle is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was The Rose Castle founded?
The Rose Castle was founded in 2020. It employs 11 to 50 people.
Where is The Rose Castle based?
The Rose Castle is headquartered in Grålum, Norway, in the Europe region.
How does The Rose Castle make money?
Five revenue lines are on record. General Admission Tickets are the primary driver. The others are guided Tours and Special Tours, school Programs, event Rentals and Performances and café and Retail (Storstua).
Who are The Rose Castle's main competitors?
Direct peers on record are HL-senteret (The Holocaust Centre), Ekebergparken Sculpture Park, Falstadsenteret, Vigeland Museum / Vigelandsparken, ARKIVET freds- og menneskerettighetssenter and Norges Hjemmefrontmuseum. Regional players are Munch Museum, Kon-Tiki Museum and Fram Museum. Norsk Folkemuseum is listed as a broad incumbent.
Does The Rose Castle have an API?
No public API is recorded for The Rose Castle.
What industry is The Rose Castle in?
The Rose Castle's product category is Cultural Heritage Memorial and Outdoor Art Installation. Its primary akta.pro industry code is THAJACAB, Monuments, Statues & Memorials, with a secondary code of THAJAAAC, Museum & Landmark Guided Tours (Skip-the-line/Docent-led). Its NAICS code is 71212 and its SIC code is 7990.