In order to show off its newest models—the S90 and V90—Volvo set up two Scandinavian-themed car pop-ups in Glasgow and Reading.
In addition to showcasing the Swedish brand's newest automotive models, the spaces feature cafés that are styled after the Swedish Fika, a concept that means "to have coffee." Inside the design-centric Volvo Pop-Up Shops, there's a cozy atmosphere that features comfortable seating, serving as the perfect place for guests to unwind before they carry on to their next destination. Beyond simply being pleasing places to find light refreshments, from a marketing perspective, these are stations where visitors are invited to "refuel."
Over the past few months, Volvo has delighted the public with other entertaining, experiential Swedish-themed experiences such as the Camp Bestival and Wilderness Festival.