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.