Volvo goes experiential for launch

Post by BEcause XM

Swedish car manufacturer Volvo unveiled its new XC60 to its global dealers recently by transforming a disused customs house in Gothenburg into three floors of complete ‘Volvo-ness’. The experiential space included four loft-style apartments designed around the lifestyles of typical customers, interactive workshop zones and an audio-visual product reveal space, designed to mimic Times Square at night. Custom-built outdoor driving tracks completed the launch experience.

Source: Conference and Incentive Travel