The Volvo Experience
The Volvo Retail Experience (VRE) is the name of a retail concept the Volvo Group launched internationally in 2013. The aim of the concept is "to enhance the perception of Volvo as a Scandinavian brand", and it is being implemented as an integrated corporate, product and communication strategy.
Under the concept, all Volvo stores worldwide will be renovated and refurbished. A number of retail stores and showrooms have already been renovated and opened. Under the plan, all renovations are to be complete by 2020.
"All facilities must be experienced as spacious, exciting, exclusive and luxurious environments, uniquely Volvo and influenced by Scandinavian design." - Volvo Retail Experience
The overall expression in the stores is to be based on contrasts – open in contrast to closed, and warm in contrast to cool. In terms of architecture, one feature will be that the facades of Volvo dealers will be clad with etched glass during the general renovation, resulting in a frosted surface. To contrast with this cool expression, all entrance and window frames are made of wood. The general aim is for people to feel welcome at Volvo and to feel like settling in. The interiors are therefore in classic Scandinavian style – simple, using natural materials, with good lighting and subdued colors.
The floors are covered with oak boards, walls and ceilings are painted white and the furniture, primarily made of wood, is functional and comfortable. The interior is divided into various sections, each with their own identity: The Street, which encompasses product orders, Car Studio and Consultation points, the Living Area, which features various seating groups, the Coffee Bar, the Lifestyle Bar and Kid's Lounge. The Shell Chair and Wishbone Chair have been chosen as signature furniture items throughout, and will be used in Volvo interiors worldwide.
ARCHITECT ERIK STIGMAR, VOLVO, COMMENTS ON THE CHOICE OF FURNITURE:
"Our Scandinavian heritage plays a major role at Volvo. The furniture pieces from Carl Hansen & Søn help highlight this, and therefore play a key role in the Volvo Retail Experience concept. We seek to avoid trends in our interior design, but want to be modern, and attribute great significance to the finer details. Hans J. Wegner's furniture is renowned for these. There is a tonality in the furniture materials. They are made of wood, they are genuine and long lasting – and they tell a story. The quality experience of sitting in a Volvo has to be transferred to our showrooms – there has to be a spillover effect. This means that the showroom elements have to match what we produce. The CHS furniture pieces fulfill all these requirements. One never tires of CHS design – it grows on you, and this is a characteristic we would like to see transferred to our cars!"
カール・ハンセン＆サンの製品を選ぶことは、単に家具を買うことと同義ではありません。それは、美しく磨き抜かれたクラフトマンシップの長く誇り高い伝統の一部になることなのです。私たちはハンス J. ウェグナーのデザインを世界で最も多く製作する家具メーカーであるとともに、アルネ・ヤコブセン、ボーエ・モーエンセン、オーレ・ヴァンシャー、コーア・クリント、ポール・ケアホルム、ボディル・ケア、安藤忠雄など、名だたる家具デザインの巨匠たちの作品も製作しています。100年以上にわたる豊かな歴史を誇るカール・ハンセン＆サンは、デンマークデザインを代表する家具を世界中で販売しています。