To help Londoners find some peace from their busy lives, Volvo 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 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, 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.
Urban Escapism Pop-Ups
Volvo's 'Escape the City in Your City' Offers Space to Find Serenity
Trend Themes
1. 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.
2. 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.
3. 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.
Industry Implications
1. Automotive - Automotive brands can leverage urban escapism pop-ups to showcase their brand values and connect with a younger, wellness-driven audience.
2. Wellness - The rise of urban escapism pop-ups presents a prime opportunity for wellness brands to showcase their offerings and expand their customer base.
3. 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.