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Scandic retreat as TRO designs Volvo pop-up

Experience agency helps Volvo Car UK activate pop-up across several UK cities, helping launch its new XC60 model

Pictured: the pop-up space will move between Newcastle, Bristol, Norwich, Aberdeen and London over the coming weeks

TRO took design cues from Scandinavian architecture to design a warm and intimate environment for Volvo's Scandic retreat campaign for UK city residents.

The agency was tasked by the automotive company to set up a new Escape The City pop-up studio in Newcastle, Bristol, Norwich, Aberdeen and London in the coming weeks.

As well as design the multifunctional space, which will also display Volvo’s new XC60 premium SUV, TRO also devised the campaign strategy and is responsible for delivering the experiential activation. The studio has been designed as a clutter-free cabin featuring natural materials and a 9-inch touch screen.

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."

Nicky Morgan, client services director at TRO, added: "The long-awaited new XC60 is a significant model launch for the Volvo brand, and we’re delighted to be activating an experience which has people at its very core. The car is for discovering new places, meeting new people and experiencing life to the full – in the city and beyond, and we are passionate about bringing the product to life with a rich and engaging experience for consumers across the nation."

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