In pictures: Volvo creates Scandinavian pop-ups for new model launch

Volvo teamed up with agency TRO to unveil two Scandinavian-themed pop-up shops in Glasgow and Reading yesterday (5 April).


The outlets, which are designed to offer Brits chance to preview the brand’s new S90 and V90 automotive models before they are released later in the year, will remain in place until 17 April.

Each pop-up is complete with a Scandinavian café showcasing the tradition of Swedish Fika, offering visitors the chance refuel as they peruse Volvo’s latest offering. 

The XC90, which was released last year, will also comprise the temporary spaces. 

The Reading pop-up is situated within The Oracle shopping centre, meanwhile the Glasgow outlet can be found at the city's Silverburn centre. Both are open seven days. 

TRO managed the design, production and delivery of the project. 

Volvo also opted for Swedish-themed experiences as part of its summer festival activity last year, where it visited the likes of Camp Bestival and Wilderness Festival. 

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