Big face in Malmö

We are attending a Nordic women's conference in Malmö, Sweden. I was surprised to see quite a few men here too, some with women and some on their own. We heard some interesting speakers today, also some who did not speak English so I fell asleep (did not have much sleep last night since our flight left Iceland at 1 in the night). This giant face is next to the one conference hall, I am not sure what its significance is. Have not had much time to explore the town, I think I will slip away tomorrow and do some sightseeing.