Hamletscenen at Kronborg Slot is Scandinavia's leading Shakespeare stage and has been so since 1816. As part of its international strategic development, the theater wanted a new Hamlet narrative that can be used and create business value to companies all over the world. This meant that the narrative would draw on Shakespeare's version and focus on modern society with authentic roots in Saxo's Story of the Danes. but now as a "transformational journey" from Viking Prince to Business Prince. The narrative acts as a global and unifying story, inspiring and giving way to a new, authentic and meaningful way to be in the world.