Speeding along a canal in Sweden's third-largest city, Petter Stordalen looked slick as he cruised in a speed boat before hopping on to his jet ski, with the whole charade beamed to crowds of onlookers watching on giant TV screens next to his new hotel.
But he hit the shore too quickly, crashing on to the cobbled payment in front of 10,000 locals, celebrities and business leaders. He definitely made an entrance, but not quite the one he was planning.
Unhurt, the hotelier then jogged towards his latest venue, Clarion Hotel and Congress Live, before donning a brightly coloured embroidered jacket and addressing the crowds from a specially erected stage.
While the stunt took place over the weekend, the story went global on Wednesday as hotel website eHotelier attempted to tell the world that the man once named “the flashiest Scandinavian on the planet” by Forbes Magazine had still managed to look cool during the incident.
"And that is how you open a hotel," read the article, which described the business magnate as a "Norwegian daredevil" and praised him for making fun of his mishap on Twitter.
He claims to be anti-capitalist and has taken part in environmental protests.
The billionaire is also a huge fan of Sweden. He told Swedish Expressen newspaper on Monday that he feels "like a Swede in a Norwegian's body".
Stordalen's presence remains much coveted in business and fashion circles.
Also the owner of a clothing chain, he was awarded Norway's Best Dressed Man prize in 2012.
Norwegian director Preben Winther Hansen who shot the video of the Malmö opening told eHotelier this week: “We knew he was a sporty dude, but we have never seen anyone drive a jet-ski like that. He just went for it. He must be the definition of a thrillionaire”.