# Urban Escapism Pop-Ups Volvo's 'Escape the City in Your City' Offers Space to Find Serenity By Laura McQuarrie | Published 2017-05-06 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/escape-the-city References: [eventmagazine](http://www.eventmagazine.co.uk/volvo-hosts-scandinavian-styled-sanctuary/brands/article/1431922) & [facebook](https://www.facebook.com/events/1788556971459986/) To help Londoners find some peace from their busy lives, [Volvo](https://www.trendhunter.com/trends/the-volvo-space) Car UK is hosting a pop-up called 'Escape the City in Your City.' The serene studio space will give Londoners the chance to enjoy a [free 30-minute session](https://www.trendhunter.com/trends/jpa-design) of their choosing, from a variety of activities available such as yoga, meditation, Swedish massage, art classes or a guided run. Like previous pop-ups of this same theme that were temporarily open to the public in Edinburgh and Manchester, the look of this physical space will take cues from [simplistic Scandinavian design](https://www.trendhunter.com/trends/ikea-hus-of-frakta), with comforting finishes that resemble a cabin. To emphasize the ease in which the brand can help urbanites may escape the city, Volvo's Escape the City in Your City pop-up also offers free cycle hires. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 91% | Activity: 88% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What Makes This Trend Stand Out - **Urban Escapism Pop-ups:** Pop-up experiences that offer a temporary escape from city life are on the rise, creating opportunities for brands to tap into the need for relaxation and wellness in urban areas. - **Activity-based Serenity:** Offering a variety of calming activities and experiences, such as yoga, meditation and art classes, can create opportunities for innovation and expansion in the wellness industry. - **Scandinavian-inspired Design:** Designs that incorporate the calming and simplistic aesthetic of Scandanavian design can be utilized by brands to create a welcoming and peaceful atmosphere in their physical spaces. ### Sectors Adopting This - **Automotive:** Automotive brands can leverage urban escapism pop-ups to showcase their brand values and connect with a younger, wellness-driven audience. - **Wellness:** The rise of urban escapism pop-ups presents a prime opportunity for wellness brands to showcase their offerings and expand their customer base. - **Hospitality:** Hotels and other hospitality businesses can incorporate the concept of urban escapism into their marketing and physical spaces, creating opportunities for growth and innovation. ## Related on Trend Hunter - [Calming Audio Escapes](https://www.trendhunter.com/trends/activation-at-kings-cross.md) - [Secret Sleep Pop-Ups](https://www.trendhunter.com/trends/ikea-sleepeasy.md) - [Sensory Product Pop-Ups](https://www.trendhunter.com/trends/the-pain-payback.md) - [Petting Booth Pop-Ups](https://www.trendhunter.com/trends/petting-booth.md) - [Automotive Parking Lot Pop-Ups](https://www.trendhunter.com/trends/parking-lot-pop-up.md) - [Interactive Illustrative Refreshment Pop-Ups](https://www.trendhunter.com/trends/a-touch-of-colour-popup.md) - [Experimental Design Pop-Ups](https://www.trendhunter.com/trends/space10-launched.md) - [Escapism Electric Vehicle Concepts](https://www.trendhunter.com/trends/trekker-concept-vehicle.md) - [Nature-Reconnecting Outdoor Campaigns](https://www.trendhunter.com/trends/reconnect-with-nature.md)