Volvo's Café Helps Guests Refuel After Viewing S90 and V90 Models
Laura McQuarrie — April 6, 2016 — Autos
References: volvocars & eventmagazine
In order to show off its newest models—the S90 and V90—Volvo set up two Scandinavian-themed car pop-ups in Glasgow and Reading.
In addition to showcasing the Swedish brand's newest automotive models, the spaces feature cafés that are styled after the Swedish Fika, a concept that means "to have coffee." Inside the design-centric Volvo Pop-Up Shops, there's a cozy atmosphere that features comfortable seating, serving as the perfect place for guests to unwind before they carry on to their next destination. Beyond simply being pleasing places to find light refreshments, from a marketing perspective, these are stations where visitors are invited to "refuel."
Over the past few months, Volvo has delighted the public with other entertaining, experiential Swedish-themed experiences such as the Camp Bestival and Wilderness Festival.
In addition to showcasing the Swedish brand's newest automotive models, the spaces feature cafés that are styled after the Swedish Fika, a concept that means "to have coffee." Inside the design-centric Volvo Pop-Up Shops, there's a cozy atmosphere that features comfortable seating, serving as the perfect place for guests to unwind before they carry on to their next destination. Beyond simply being pleasing places to find light refreshments, from a marketing perspective, these are stations where visitors are invited to "refuel."
Over the past few months, Volvo has delighted the public with other entertaining, experiential Swedish-themed experiences such as the Camp Bestival and Wilderness Festival.
Trend Themes
1. Car Pop-ups - Setting up car-themed pop-up shops can create immersive brand experiences and attract potential customers.
2. Swedish Fika - Incorporating a Swedish coffee concept into retail spaces can enhance customer experience and create a unique atmosphere.
3. Experiential Marketing - Using experiential marketing techniques like pop-up shops and themed events can effectively engage customers and generate brand buzz.
Industry Implications
1. Automotive - Auto manufacturers can benefit from creating pop-up shops and events to showcase new car models and interact with potential customers.
2. Food and Beverage - Restaurants and cafes can draw inspiration from Swedish Fika and create unique and cozy spaces to attract customers and enhance their dining experience.
3. Event Planning - Event planners can incorporate Swedish-themed experiences and interactive elements to create memorable and engaging events for their clients.
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