Volvo's New Design For Life

Volvo's "Designed for Living" campaign begins this week with a showcase and in-store promotion at the famous Selfridges store in London and is set to continue with Volvo's sponsorship of the Urban Interiors Show1 later this month.

A first for Volvo, the XC90 Executive award-winning SUV is being displayed in the window at Selfridges’ Oxford Street store from 11 October until 24 October. There is also an in-store display in the Lower Atrium, which includes the chance to win a £5,000 Skandium home makeover, enabling consumers to create their own ‘urban interior’.

The Selfridges displays take inspiration from the Swedish tradition for excellent design, embodied by Volvo’s stylish, modern cars. Volvo’s designers have long taken inspiration from architects and designers such as Alvar Alto and Arne Jacobsen. In fact, the all-new Volvo S40 – unveiled earlier this year – was said to have created an ‘interior revolution’, such was the design focus ‘from the inside out’.

Volvo’s "Designed for Living" campaign also includes an advertising campaign running in the premium Sunday newspaper supplements, advertorials in the November issues of Living Etc, World of Interiors, Elle Decoration and House & Garden plus a 32 page booklet, produced in association with Channel Four's Grand Designs, which will be cover-mounted to the Grand Designs magazine and distributed in-store at Selfridges and at the Urban Interiors Show.

Published 20 October 2004 Melanie Carter

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