Volvo stages Scandinavian-styled sanctuary

Volvo Car UK is bringing a Scandinavian sanctuary to London, following similar activations in Edinburgh and Manchester, offering members of the public a retreat from the stresses and strains of daily life.

The ‘Escape the City in your City’ pop-up studio opened in Edinburgh’s Castle Street on 18 April for four days and took place at Manchester’s Spinningfields from 24-30 April. This week (2-5 May) it will take place near London’s Canary Wharf. The studio is offering a selection of relaxing and complimentary 30-minute sessions, including yoga, Swedish massage, meditation, art classes and guided run clubs.

For those who want to explore the city beyond their everyday routes, Volvo is also providing free-of-charge cycle hire at the event.
Taking design cues from Scandinavian architecture to create a warm and intimate environment, the multi-functional space is displaying Volvo’s new XC60 premium SUV before it arrives at dealerships later this year. With a clutter-free cabin featuring natural materials and a nine-inch touchscreen, the XC60 will provide a relaxing and welcoming space for all its occupants, wherever the car may be.

Jon Wakefield, managing director, Volvo Car UK, said: “As a human-centric company, we want to reinforce the importance of taking time out of our busy schedules. Much like the interior of the new Volvo XC60, our pop-up studio will provide people with a calm, relaxing space to escape the rigours of city life.”

Earlier this year, Volvo teamed up with Tablet Hotels to launch a ‘Get Away’ lodge in northern Sweden. The brand also staged Scandi-inspired pop-ups in Manchester’s Arndale and Kent’s Bluewater shopping centres.

Via: Event Magazine