The Lobby

AMF Fastigheter’s ambition is to develop places and environments where people feel at home, feel good and want to be. In order to succeed we constantly have to be at the forefront. At AMF Fastigheter we early on connected experiences, for example restaurant visits, to shopping centers. With The Lobby, we have taken this a step further in creating a unique place where shopping and other experiences meet. This is where innovative solutions for future commerce are tested and developed in front of glaring publicity.

Facts about The Lobby:
• Opens April 5th, 2018 at 2 Stockholm City – in the Mood district, Regeringsgatan 61.

• The Lobby is about 900 sq m divided in two floors.

• The Lobby is shared by established and new brands, creators and fashion designers, as well as Swedish and international entrepreneurs and innovators.

• The Lobby has short contracts and offers small areas (2–20 sq m) for greater flexibility and freedom for brands and participants. Partcipants are recommended to stay about three months.

• Just as a lifestyle magazine, The Lobby will be updated every month with new exciting content.

Brands in The Lobby at the opening: World Market Sthlm, Alkeback, Dashl, Haglöfs, Horizn Studios, ICI Maintenant, KICKS, Duffler, VIU, Ahlvar Gallery, Svensk Fastighetsförmedling, Coatally and The Occasional Rider.


The Lobby Market
In The Lobby Market, tomorrow’s entrepreneurs and creators get a chance to show their assortments for a wider audience. The Lobby Market is being implemented together with Glad Stad, which is Stockholm’s foremost pioneer within placemaking, with projects such as the popular Hornstulls Marknad.

Brands in The Lobby Market at the opening: Lou in Love, Lovalot, Emilie Book, Botanium, Arethé Stockholm, Wall of Art, Urbanista, Deadwood, Under Your Skin, Bukvy, Soot STHLM, V/SYDORW, Basic wardrobe, IOAKU, Caroline Hjerpe.


Scandinavian MAN
The Lobby will, like a lifestyle magazine, be updated every month with new, exciting content. A part of this is that different participants will act as curators for a part of the content, and invite participants themselves to their areas. The first one to go live in The Lobby, is the fashion magazine Scandinavian MAN, a platform for Nordic fashion and lifestyle brands.

Brands at Scandinavian MAN’s area: Asket, CDLP, Chimi Eyewear, Electrolux, Filippa K, Les Deux, Nikolaj d´Étoiles, Norwegian Rain, Uniforms for the Dedicated, Velorbis, and more.


Collaborative partners
Within the framework of The Lobby, a number of companies have been identified and bound closer through partnership. In addition to contributing with technology and innovative services to The Lobby, this also gives the companies a test platform and a showroom in a live environment.

These participants are today partners to The Lobby: Surfboard, Panasonic, Mailboxes, Glad stad, Symbio, Cisco, TPO, Lexter, Fagerhult, Epicenter, ACM, Telia samt Deloitte Digital.


For more information, contact:
Boo Ehlin, press contact, AMF Fastigheter
+46 70 552 92 92