AMF Fastigheter was exploring the future of retail with The Lobby Live, a concept that combined digital and physical shopping. Located in MOOD Stockholm, The Lobby Live featured a live video shopping studio and popup spaces for retail. Brands and retailers could rent the space to host livestreaming events, making it the first retail space to fully integrate live video shopping technology.

The goal of The Lobby Live was to connect online and in-store shopping, creating a smoother and more engaging experience for both brands and customers. By offering advanced live video shopping technology, AMF Fastigheter aimed to help businesses reach more customers, increase sales, and bring more visitors to their physical stores.