Line Up designs experiential programme for Volvo
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Line Up product story
Edited by the Marketingweek Marketplace editorial team
Oct 3, 2008
Line Up has designed and produced a theatrical two-day experiential programme for Volvo to promote the launch of its XC60 model.
Shaping the Future 2008 will be staged at a disused warehouse, transformed for the event into three floors featuring Volvo, plus an Urban Obstacles driving track.
It is expected that 5,600 dealers from 32 countries will attend the event in Gothenburg, Sweden.
Inside the venue, features include themed presentation and workshop areas, plus four experiential loft apartments designed to reflect the varied lifestyles of four typical Volvo customers.
The Urban Obstacles circuit sits at the front of the venue, complete with viewing gallery.
The design of the circuit plays on the real condition of roads and urban obstacles to demonstrate every aspect of the XC60's driving technology.
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