One of Sweden’s largest real estate investment companies, AMF Fastigheter has launched its groundbreaking new retail concept The Lobby. 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 tech companies to trial new technologies and products with established retail brands derisking the development process. Deloitte Digital, one of AMF Fastigheter’s main partners, will help drive and build retail innovation for The Lobby.
Since The Lobby shines the spotlight on the entrepreneur of the future, AMF has teamed up with Glad Stad, the organization behind Hornstulls Marknad, to source ”up and coming” brands, entrepreneurs, creators and designers, giving them an 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.
Apart from the newcomers, The Lobby will also accommodate several larger brands. The Laundry Spa Electrolux, KICKS, Norwegian Rain and Horizn Studios have already joined the roster. The Lobby will also have a Cava bar and a delivery point for ordered products.
”We have seen a great interest from retailers, consumers and tech companies for The Lobby and this demonstrates that we have created something that was previously lacking, and something which will survive the digital age. With The Lobby we have created a test lab where we, together with brave and innovative brands, will develop the marketplace of the future,” says Annelie Gullström, Business Development Manager at AMF Fastigheter.
“As one of Sweden’s largest property investors and developers, and owner of some of Stockholm’s largest shopping centers, we need to be at the forefront. We were early with identifying the need for good customer experiences through incorporating restaurants to the shopping centers. With The Lobby, we have taken a step further and created a place where shopping and experiences are combined. Our long term aim is to incorporate the concept into several of our shopping centers as we learn and prepare for the future of retail,” says Mats Hederos, CEO, AMF Fastigheter.
