Volvo to unveil latest model at Scandi-inspired pop-up

The new Volvo XC60 will be unveiled in the UK for the first time next week at a Scandinavian-inspired pop-up shop in Manchester's Arndale centre.

Volvo: new model will be showcased Scandinavian-style
Volvo: new model will be showcased Scandinavian-style

The pop-up, created by agency TRO, opened last week. From 31 March to 15 April, customers visiting the shopping centre will get a chance to see Volvo's new SUV ahead of anyone else in the UK, before it becomes available in dealerships later this year. After its introduction in Manchester, a second XC60 will take up residence at Kent's Bluewater shopping centre from 8-15 April, where a Volvo pop-up has also already opened. 

Customers are invited to experience first-hand the look and feel of Volvo's latest premium offering in the comfort of a relaxed, Scandinavian environment while enjoying traditional Swedish Fika (a coffee break) and free wifi. The pop-up shop will feature Volvo's new XC60 D5 Inscription in Pine Grey, alongside the firm's recently launched V90 premium estate and XC90 SUV. 

Jon Wakefield, managing director, Volvo Car UK, said: "The new XC60 is the latest product in Volvo's transformation, and introduces to our best-selling SUV the premium design, advanced connectivity and pioneering safety technology already seen on the successful S90, V90 and XC90. We're delighted to be giving Manchester residents the UK's first look at the new XC60. Our pop-up shop will allow customers to explore the car in a relaxed, welcoming environment, which reflects not only the design of our products but also the overall Volvo ownership experience." 

Revealed at this year's Geneva Motor Show earlier in March, the new car replaces Volvo's original XC60. The Volvo pop-up shop will be located on the upper mall of the Arndale, opposite H&M and HMV. 

Volvo worked with agency TRO to create a Scandinavian hideaway at last year's Camp Bestival. Last month, the automotive brand teamed up with Tablet Hotels to launch a 'Get Away' Lodge in northern Sweden, available to book for a limited period of time.

Comment below to let us know what you think.

For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, register and subscribe to Event and our bulletins.


Have your say

Only registered users may comment. Sign in now or register for free.

Follow us

Latest Event Jobs