Volvo, the iconic automotive manufacturer, recently transported Parisian guests to the heart of a warm and inviting midsommar celebration, a traditional Swedish family gathering to mark the summer solstice. It was within this atmospheric setting that Volvo unveiled its two new 100% electric SUVs, the Volvo EX30 and the Volvo EX90. The event, aptly named “The Volvo Pop-Up Studio,” unfolded at the Little Grand Studio, an iconic film location in the Paris region, with a distinctive, raw, and minimalist aesthetic that harmoniously reflected the brand’s identity.
The evening unfolded as a truly exceptional experience, featuring compelling speeches by Yves Pasquier-Desvignes, President of Volvo Cars France, Patricia Michellier, Director of Marketing Operations, and Julie Palaysi, Social Media & Influencer Manager. Attendees were immersed in the key elements of a traditional Swedish midsommar celebration, such as the central pole, Kub games (a variation of Mölkky), and delightful, authentically Swedish cocktails.
The centerpiece of the evening was the unveiling of the new models themselves. Embodying the essence of Volvo’s values, the Scandinavian design exuded elegance and simplicity. Alexandre de Figueiredo and Alexandre Brune, Product Managers, held the audience spellbound as they unveiled the vehicles’ unique features, emphasizing safety and sustainable development—cornerstones of Swedish culture.
As the evening progressed, guests were treated to breathtaking panoramic views of Paris from the rooftop. They also had the opportunity to engage in workshops that celebrated Swedish traditions, including flower crown-making sessions led by Victoire from the Instagram account @lescouronnesdevictoire, and upcycling workshops where attendees crafted keychains and tote bags from recycled denim under the guidance of Robin from the Instagram account @robin.lrdr. These workshops paid homage to the interior of the Volvo EX30 model, which itself was adorned with recycled denim. The presence of influential figures lent an air of authenticity to the event, as they shared their unique experiences with their communities.
The choice of the Little Grand Studio as the venue proved to be serendipitous. As the evening drew to a close, the Volvo cars on display shimmered in the fading sunlight, further reinforcing the powerful message of Volvo’s new era—a seamless blend of Swedish heritage and an unwavering focus on the future.
Volvo, renowned for its commitment to safety and sustainability, showcased its dedication to these values through a comprehensive overhaul of its lineup. The Volvo EX90 and EX30, both fully electric and uncompromising when it comes to safety, incorporate natural and recycled materials. These models embody Volvo’s ambition to achieve full electrification by 2030 and carbon neutrality by 2040.
The launch event was an undeniable success, symbolizing the commencement of an exciting new chapter for Volvo. The new SUVs, seamlessly blending sophistication, functionality, and Swedish heritage, serve as a testament to the brand’s unwavering dedication to innovation and customer satisfaction.