The event concept was based upon the idea of contrasts as this was the core expression of the Volvo C30 car “Attitude yet a Volvo”.The product, logos and product images were all banned, as we wanted the audience to picture the car in their minds.

We created the contrast by stacking 52 cargo containers on top of each others, creating a unique lounge area, furnished with white leather lounge furniture. A conveyer belt ran through the space to create energy and communicate objects that is relevant to the Volvo C30 target group.

All the participants rated the event on a scale from 1-6. The evening event got an average of 5,8.

The Volvo C30 event was chosen as the only Swedish case study to be a part of the book HAPPENING published by FRAME magazine, about of the worlds best event design. This created an extra PR and media dimension for Volvo Cars.