The Lobby fully booked before premiere

Today marks the premiere of The Lobby, AMF Fastigheter’s new venture in the heart of the Mood district. This is the place where innovative solutions for the shopping experiences of the future are tested and developed in the full glare of publicity. In connection with the opening of The Lobby, Volvo Cars is temporarily moving its studio from Kungsträdgården. In total there are over 40 different brands on site, some of which will be seen physically for the first time in Sweden.

From big well-known brands such as Volvo Cars, Electrolux and Haglöfs to upstarts like Norwegian Rain and Horizn Studios, they are all present in the The Lobby at the opening. The Lobby also has a Cava bar and a delivery point for ordered goods. One of the innovations of the The Lobby is that it will regularly be updated with new content, like a lifestyle magazine.

”The great interest for The Lobby shows that we have created something that was previously lacking. With The Lobby we have created a test lab where we, together with brave and innovative brands, will develop the commerce of the future,” says Annelie Gullström, Business Development Manager at AMF Fastigheter.  

The Lobby shines the spotlight on the entrepreneur of the future through The Lobby Market, that is being implemented together with Glad Stad, the organization behind Hornstulls Marknad, among other things. In The Lobby Market ”up and coming” brands, entrepreneurs, creators and designers get the opportunity to show themselves and reach a wider audience. They can choose among areas of different sizes, from a shelf up to several square meters.

The Lobby will also accommodate several larger brands. For example, The Laundry Spa Electrolux that invites you to a clothing spa, the cosmetic chain KICKS that offers visitors a quick makeup/touch-up and Volvo Cars that shows off its latest Volvo V60 and is temporarily moving the pavilion in Kungsträdgården to The Lobby.

“As one of Sweden’s largest property companies, and owner of some of Stockholm’s most interesting shopping centers, we need to be at the forefront. We were early with connecting experiences such as restaurants to the shopping centers. With The Lobby we have taken a step further and created a place where shopping and experiences are married. If it goes as well as we hope, the concept can turn up at several of our shopping centers looking ahead,” says Mats Hederos, CEO, AMF Fastigheter.

The Lobby is located at Regeringsgatan 61 and opens its doors to the public today, 5 April, at 2 p.m.

Boo Ehlin, acting publicity manager, AMF Fastigheter, +4670 552 9292

Press images:

Facts about The Lobby: 

  • Opens 5 April, 2018 2:00 p.m. in Stockholm city – in the Mood district, Regeringsgatan 61.
  • The Lobby is roughly 900 sq m, divided in two floors. 
  • In The Lobby the space is shared by established and new brands, creators, fashion designers and Swedish as well as international entrepreneurs.
  • The Lobby has short contracts and small areas (2–20 sq m) for greater flexibility and freedom for the brands and participants. Participants are recommended to stay about three months.