As many guests were international, we wanted to combine the values of Scania with the Swedish heritage and Swedish culture of innovation. In line with this, the guests were during the first night challenged to “dare to dream” and open their minds, while the second evening was a curated dinner at Skyllebyholm where guests got to experience nature, pick herbs and get a taste of taste of the Midsummer Night’s dream. In addition to this, we also manifested the Scania purpose “Driving the shift” at the MW Hall through an experience tunnel, with plants and flowers that set the tone for the sustainable development that Scania is driving forward – reminding the participants of what we need to preserve for generations to come. All guests also got treated with a book named “The Journal”, that held information on the Scania legacy, the Swedish heritage and gave background information the dinner and experiences.
This was as much a creative challenge as it was a logistical one. Over 400 guests from around the world were invited in groups of around 50 each, taking turns in experiencing the event for three days.
The event had a high sustainability profile and we focused on conscious choices in all aspects of our work – from the early concept and design stage, all the way to production and installations. We worked with the venues in a smart way, and reused technique and decors to keep both new production and costs low. From the start we set the goal to sustainability certified the event, which we succeeded with.