World of Volvo
World of Volvo is a joint project by Volvo Group and Volvo Cars, which premiered in the hometown of Volvo, Gothenburg.
Hello! was tasked as the premier curator and planner of the ‘experience journey’ combining the core values of Volvo, the history, vehicle selection, interactive activities and the future journey of the two companies as core brands of the automotive industry worldwide into a package digestible for audiences. The keywords became interaction and engagement. Being pioneers of safety in the automotive industry and wanting to center this focus, the decision was made to offer a different interactive take on an area not immediately associated with excitement. The solution was an interactive feature experience where guests could try driving before and after the invention of the three-point seatbelt. Focusing on just how many lives this simple invention has saved. A driving simulator was also designed, focusing on road distractions complete with audiovisual elements (like a hot cup of coffee) pulling and twisting your ability to drive autonomously. Watch out for the passing elks! The design studio exhibit was focused on the delicate balance of form versus function when designing the Volvo vehicles. Guests were invited try designing their own cars on touchscreens where every design decision from chassis-shape to seat coverings was immediately offset with pricing and carbon footprint, showing how much thought and planning goes into Volvo’s designs. To make for a more physical immersion a wind tunnel let guests be completely blown away, racecar style. And afterwards being recorded on video singing karaoke in an open Volvo Amazon going through the Swedish countryside just like an old movie. The overarching selling points of the experience came to light through strict comparison with branded car museums globally, showing the importance of nostalgia and interactivity, ensuring the attraction was not only interesting for the core brand ambassadors but for all. All this was wrapped together neatly, ensured by the facilitation and compliance of integrating Volvo’s style guide into the whole attraction, merchandise and marketing. |
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