Catering to the idea of ‘total experience’, it was a combination of a full-value service for Volvo’s partners, and customers. With a people-centric approach, visitors were taken through a unique journey of the brand and its vehicles.
Volvo wanted to disrupt the model. They wanted a world-class venue, to lead the way in how customers experience the brand, and to establish a flagship product designed to enhance the brand’s strength. They were looking for something unique, something special.
The team were keen to showcase the state-of-the-art technologies and design through static and interactive displays - from the brand’s humble beginnings to the future car it makes today.
The visitor’s journey was carefully planned around the 1,500 square metre floor of their building in Chengdu. Each part of the journey was given a chapter, to showcase different aspects of Volvo’s story.
Beginning with their heritage, a vintage Volvo PV4 greeted visitors. This was followed with displays on chassis modulation, powertrain distribution, luxury materials and paint finishes and finally green-efficiency technology and of course, safety. The idea of a brand experience centre was born.
Building materials and finishes were carefully selected and tested, and combined with lighting design to create a perfect balance between contemporary design, state-of-the-art technology, and the signature Swedish sense of comfort.
Interactive elements using motion gestures, touchscreens, Augmented Reality, and projections also enhanced the visitor’s journey, allowing them to immerse themselves and learn more about the brand.