An ephemeral setting for Volvo in the heart of Place Gambetta

In February 2018, the CAP NORD Automobiles dealership, Volvo distributor, offered their new XC60 a communication operation on Place Gambetta. An original ephemeral operation at the “Pop Up Shop Window”, in a mythical place in Bordeaux, the former Virgin Megastore. Thus, to highlight Volvo’s new jewel, it was necessary to have a case that matched its audacity and simplicity…

Volvo, a daring marketing operation in the heart of Bordeaux

The latest evolution of the Swedish SUV is in line with its predecessors and is a match between bold design and refined interiors. Equipped with instinctive technologies, the vehicle combines light, space and delicate execution to deliver a unique experience. Rich in natural and luxurious materials, the Volvo XC60 embodies the quintessence of modern Scandinavian design.

While the brand is making every effort to ensure that its customers are more and more informed before taking the step of showrooms, thanks in particular to the information made available on digital and online configurators that now allow to imagine from home the vehicle of their dreams, customers still feel a real need to see the vehicles in the flesh.

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Volvo XC60 at Virgin MegaStore Place Gambetta in Bordeaux – February 2018

An original and remarkable concept for the new Volvo XC60

The CAP NORD Automobiles dealership wanted to push the concept even further by moving the vehicle where their customers are, in the heart of their place of life, and by presenting them in an original and remarkable way.

The idea of an ephemeral concession had been on our minds for several months and we had the opportunity to test this concept in a simpler way via an ephemeral showcase.

The operation is therefore part of the trend of ephemeral campaigns and pop-up stores.

In the end, the implementation of this showcase proved to be really complex from a technical point of view. Indeed, the lobby of the former Virgin Megastore, deserted for several years and occasionally occupied for a wide variety of operations, is an exceptionally large and undeveloped space.

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Ephemeral showcase Place Gambetta in Bordeaux for the Volvo XC60 and XC40 – February – April 2018

A bespoke case, soon to be digitalized

In order to enhance the Volvo XC60 to the extent of its beauty, an elegant cube has been custom-designed. A totally airtight space, protected by fire-proof plates, with a deliberately clean and delicate design in order to sublimate the vehicle.

White walls and sea rush on the ground bring the warmth that enhances the elegance of the SUV while paying tribute to the simplicity of Scandinavian design, a reminder of the origins of the brand and the universe of its customers. Simplicity and elegance are the watchwords.

To go beyond the concept of simple exposure and make the experience immersive and personalized, the CAP NORD Automobiles dealership has just set up a digital and playful animation on the display case to allow visitors to set up their own XC60.

Finally, in March, the showcase has evolved to make way for the brand’s latest model. The Volvo XC40, a compact, city version of the SUV, hybrid. Christophe BAUCHE spoke to BORDEAUX Business about the Volvo philosophy and this latest model.

Sources

CAP NORTH Automobile Concession release
Volvo XC60: Euromix consumption (L/100 km): 2.1-7.8 – CO2 released (g/km): 49-177.
Available from 47 200€

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