Volvo Studio Milan is a Pop-Up Dedicated to Driving and Design
References: media.volvocars & psfk
In the luxury SUV market, presentation is essential, and the new Volvo Studio Milan pop-up shows that the Swedish automaker is invested in prestige. The pop-up space, which is Volvo's first outside of its home country, is as fashion- and design-conscious as the city of Milan itself — without abandoning the Scandinavian sensibilities that set it apart in the first place.
Volvo Studio Milan is not only showcasing the new XC40, but it is also highlighting design products from 39 top Scandi brands in '80 Hours Milan', the name for the design portion of the pop-up. Both the vehicle and the design products on display are geared toward those with luxury tastes, making the pop-up's primary audience Baby Boomers and older (as opposed to the Millennial and Gen Z audiences of a typical pop-up).
Volvo Studio Milan is not only showcasing the new XC40, but it is also highlighting design products from 39 top Scandi brands in '80 Hours Milan', the name for the design portion of the pop-up. Both the vehicle and the design products on display are geared toward those with luxury tastes, making the pop-up's primary audience Baby Boomers and older (as opposed to the Millennial and Gen Z audiences of a typical pop-up).
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