One of Sweden’s largest real estate investment companies launched its new retail concept in the heart of Swedish capital.The innovative new model, which is the next generation of the retail pop up, boasts a plug-and-sell format which gives online brands access to all they need to ’set up shop’ physically – from staff to new technology and access to a captive consumer. It will also provide a facility for technology companies to trial new technologies and products with established retail brands derisking the development process. Deloitte Digital is one of AMF Fastigheter’s main partners in this which will help drive and build retail innovation for The Lobby.
The Lobby is where innovative retail solutions for the future are put to the test and offers the potential to reinvent the way retailers drive their businesses, stay relevant, and add value to their customers. It aims to bridge the gap between online and offline reflecting the ever-changing dynamics of retail.
The Lobby shines the spotlight on the entrepreneur of the future and AMF has teamed up with Glad Stad, the organization behind Hornstulls Marknad, to source ”up and coming” brands, entrepreneurs, creators, and designers get the opportunity to showcase themselves. Over 40 different brands, some of which will be making a debut in Sweden, have already signed up to take spaces ranging from a shelf up to several square meters.
In conjunction with the opening of The Lobby, Volvo Cars will temporarily relocate its studio from Kungsträdgården. The Lobby will also accommodate several larger brands. For example, The Laundry Spa Electrolux that invites you to a clothing spa and the cosmetic chain KICKS that offers visitors a quick makeup/touch-up. These will sit alongside upstarts like Norwegian Rain and Horizn Studios. The Lobby will also have a Cava bar and a delivery point for ordered products. One of the innovations of The Lobby is that it will regularly be updated with new content, like lifestyle warehouse, with retailers on short flexible leases to enable various retailers to come and go on a rolling basis.