Volvo Debuts Latest SUV At Scandinavian Design Pop-Up Store

Volvo Debuts Latest SUV At Scandinavian Design Pop-Up Store
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Volvo put the XC40 on sale and announced a new subscription service

Dave Pinter, PSFK
  • 2 october 2017

To debut a completely new class of SUV, Volvo looked beyond the traditional auto show launch to get people’s attention. Instead they hosted an event for the launch of a Volvo Studio location in Milan, Italy. Coinciding with Milan Fashion Week, the space featured a pop-up store of Scandinavian design products called ’80 Hours Milan.’

Volvo invited 39 Scandinavian brands to select one of their products to be sold in the store over a three-day run. The products presented ranged from fashion to furniture and electronics from designers and brands such as Sarve, Harri Koskinen and Teenage Engineering.

Volvo hosted the global debut of its new small SUV, the XC40, within the space. Volvo has been on a successful design streak starting with its large SUV, the XC90. But rather than take that design and scale it down, they took elements and reinterpreted them. Exterior designer Ian Kettle made the analogy of the XC90 to a Lion while the XC40 is more like a bulldog.

The XC40 looks really good in person. The proportions are spot on and there’s a lot of nice details to discover. All the lines have a rational purpose behind them without being static. For instance, see how the front bumper/fender seam intersects with the Thor’s Hammer headlight?

The distinctive way the bodyside melds into the one-piece tail light is the most signature element on the XC40. It gives the body side a look more reminiscent of the heel and toe of a sneaker than a car.

Furthering the comparisons to apparel is a tiny detail near the door on the driver’s side. Poking out of the hood seam is a small rubber Swedish flag akin to a clothing tag. We were told it will be offered as an option.

As a tie in with the XC40, Volvo also launched a new ownership subscription service called Care by Volvo. It takes inspiration from mobile phone plans where access to a Volvo will be based on a flat price and a guaranteed new car every 24 months. Care by Volvo eliminates down payments, insurances, service fees and geographical market price differences. The service comes with the ability to share a car with family and friends through a mobile device digital key. The service will initially start with the XC40 and expand to the rest of Volvo’s model line later. Eventually subscribers will have the ability to swap to different models if they need or change out their current vehicle for a different color if they get bored with it.

The Volvo Studio in Milan is the second such location for the brand, after the first opened in Stockholm, Sweden. New York will soon see the opening of a Volvo Studio of its own in the Sky Building on 42nd Street and 11th Avenue. The Studios function as brand showrooms and event spaces. They will focus on featuring new models and displaying concept cars. The time-lapse below shows the construction process of the Milan location.

Volvo


Disclaimer: Volvo paid for our flight, hotel and food from NYC to Milan to see the XC40 launch in person

Images: Dave Pinter

To debut a completely new class of SUV, Volvo looked beyond the traditional auto show launch to get people’s attention. Instead they hosted an event for the launch of a Volvo Studio location in Milan, Italy. Coinciding with Milan Fashion Week, the space featured a pop-up store of Scandinavian design products called ’80 Hours Milan.’

+advertising
+apparel
+Automotive
+Design
+Europe
+Fashion
+Frictionless Transaction
+hospitality
+milan
+mobile
+Pop-up shop
+retail
+technology
+USA
+volvo

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