Volvo Ocean Race Pavilion
Volvo Ocean Race is the world’s premier round the world sailing race. It’s also the biggest sponsorship commitment undertaken by all companies of the Volvo Group and Volvo Car Corporation. In the 2014-2015 edition of the race, we were responsible for the concept, design, content and daily management of the Volvo Pavilion, as well as its overall budget and administration. The Volvo Pavilion is the heart and hub of the race during nine stopovers all over the world, and constitutes the meeting ground and display window of all Volvo companies for target groups in B2B, B2C and B2E. It’s a physical brand scene that follows the race on its path around the globe.
By creating a cross-cultural brand experience platform, we delivered a unified vision of the Volvo brand identifying three common pillars for all companies concerned: the Scandinavian legacy, the human centric approach, and the global presence. These key values then decided our execution of all the content inside the pavilion. We added emotional values and expressions, and the concept evolved around having visitors experiencing the Volvo brand on different levels through interaction and sensory stimulation to deepen the experience. The result was an extremely successful environment communicating all Volvo brands to more than 2,4 million people in nine stopovers covering six continents. In Gothenburg alone, the event was visited by a crowd of 350 000 people.