Volvo's Pop-Up Hotel Encourages Mindfulness and Yoga
Mountain Retreat Forms Part of Wider Campaign for Its V90 Cross Country Model
Feb 13, 2017
It's known for safe and reliable cars, but now Volvo is bringing its brand values to the travel market, with the launch of a pop-up hotel in its native Sweden.
The automaker has teamed up with luxury hotel group Tablet to launch the Volvo Getaway Lodge, a retreat in the Swedish mountains that comes with a V90 Cross Country, Volvo's new all-weather premium estate. It has been renovated with a nod to mindfulness and includes a fully equipped "yoga and contemplation" room as well as a full range of winter sports equipment. There will also be a 24-hour concierge service that will make dinner reservations and organize outdoor adventures.
Only open during March, the hotel is described as a "peaceful retreat for people wanting to reconnect with their passions in life" and is being launched as part of a wider campaign by Volvo for the V90 around this theme. Last month the brand launched a spot through Forsman & Bodenfors that encouraged mindfulness and work-life balance, showing urban professionals heading off to the countryside in the V90 to surf, fish and take nature photographs.