The main idea of the Volvo retail design concept is that it should reflect the brand.
We developed a strategy which was based on
"Designed around You", meaning our customers.
The concept should reflect this brand's strategy in a physical environment.
So the idea is that it should be a welcoming feeling
and ideally – and that's maybe a bit of a stretch –
you should leave in a better mood compared to the mood you had when you arrived.
The street itself is more monochrome
because the products are supposed to pop out,
you know, and they have colour.
So by having a very neutral colour background, we enhance the products more.
Then we light the cars in a sense that
we try to have quite the variation in the amount of light we're using.
And that's to create the drama.
Light is, although it's very technically advanced sometimes,
it's sort of easy to create that drama.
In this area the light sort of invites you to actually look closer at the car.
The way it reflects onto the floor and then onto the car.
And that invites you to actually step in and experience the car.
In the street area we use a colder light,
roughly 4.000 Kelvin, and then we have the living room,
where we want a different experience, where we have warmer light, 3.000 Kelvin.
And we also apply the light in a very different way.
This is what we call the "Your Car" area
and in this area we like our customers to be able
to play with the variety of choice they have.
And we believe this is quite important to show our customers
that they can get their own unique Volvo.
Wallwashers are ideal for situations like this
to get an even light that creates a backdrop to a specific area.
So we use wallwashers to give it a warm and attractive light
which is then also very colour-true.
We believe in having quality products, just as we use quality furniture.
It's important that things last.
You need to look at the total cost over lifetime
if you use a certain light.
Instead of just adding more and more light,
if you work with it in a smart way, you get a good experience
but you can actually use less light and it saves you money,
it saves our environment and you get an excellent light experience.
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