# Luxury Swedish SUV Pop-Ups Volvo Studio Milan is a Pop-Up Dedicated to Driving and Design By Joey Haar | Published 2017-11-13 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/volvo-studio-milan References: [psfk](https://www.psfk.com/2017/10/volvo-suv-scandinavian-design-pop-up.html) & [media.volvocars](https://www.media.volvocars.com/global/en-gb/media/pressreleases/213100/new-xc40-completes-global-volvo-line-up-for-fast-growing-premium-suv-segment) In the [luxury SUV market](https://www.trendhunter.com/trends/volvo-es90), presentation is essential, and the new [Volvo](https://www.trendhunter.com/trends/volvo-capsule) 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](https://www.trendhunter.com/trends/the-volvo-ex90), 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). ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 19% | Activity: 38% | Freshness: 8% - Audience gender: 50% men, 50% women - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Why This Trend Is Growing - **Luxury SUV Market:** Disruptive innovation opportunity: Develop new luxury features and design elements to differentiate from competitors. - **Pop-up Retail:** Disruptive innovation opportunity: Experiment with unconventional locations and designs to create unique and immersive shopping experiences. - **Scandinavian Design:** Disruptive innovation opportunity: Incorporate minimalist and functional design principles into various industries to cater to the growing demand for simplicity and sustainability. ### Industries Being Reshaped - **Automotive:** Disruptive innovation opportunity: Integrate innovative technology and sustainable materials to create luxury SUVs with improved performance and lower environmental impact. - **Retail:** Disruptive innovation opportunity: Explore collaborations with luxury brands to create exclusive pop-up experiences that attract discerning customers. - **Home Decor:** Disruptive innovation opportunity: Partner with Scandinavian design brands to offer minimalist and eco-friendly products that appeal to consumers seeking stylish and sustainable home furnishings. ## Related on Trend Hunter - [Automotive Parking Lot Pop-Ups](https://www.trendhunter.com/trends/parking-lot-pop-up.md) - [Collab Automotive Apparel](https://www.trendhunter.com/trends/volvo-capsule.md) - [Sleek Scandinavian SUV Concepts](https://www.trendhunter.com/trends/volvo-xc.md) - [Automotive Design Philosophy Exhibits](https://www.trendhunter.com/trends/milan-design-week-2025.md) - [Temporary Design Pop-Ups](https://www.trendhunter.com/trends/historic-hotel-dangleterre.md) - [Iced Car Showrooms](https://www.trendhunter.com/trends/iced-car-showroom.md) - [Ultra-Slick Auto Retail Concepts](https://www.trendhunter.com/trends/latelier-alpine.md) - [Hyper-Realistic Digital Exhibitions](https://www.trendhunter.com/trends/hyperrealistic-digital-exhibitions.md) - [Experimental Design Pop-Ups](https://www.trendhunter.com/trends/space10-launched.md)