Volvo’s Vroom to Grow
The growth of experiential brand homes continues as World of Volvo prepares to open in Gothenburg, Sweden, in early 2024. The Swedish carmaker wants the five-story, 22,000-square-meter venue to become a meeting place for locals or visitors. World of Volvo will combine space for exhibitions, concerts, events, dining, and retail experiences, in addition to being the heart of all Volvo companies and a car enthusiast’s dream. Volvo Cars and Volvo Group are driving the venture.
“The opening is still some way off, so there is plenty of time to create the content and program we will offer when we open our doors. Right now, construction is in full swing. We will create a vibrant place that changes shape frequently, where people can meet and be inspired,” says Magnus Wrahme, CEO of World of Volvo.
Henning Larsen has designed a landmark building. Scandinavian architecture embraces natural materials, and a giant tree-like structure rises inside World of Volvo. Floor-to-ceiling windows encourage openness and participation. Sustainability is central to the project, which has achieved LEED Gold and WELL Gold certifications.
Apart from the exhibitions, it won’t cost anything to visit World of Volvo; the building and the park around it will be open to everyone. “World of Volvo will be a unique arena that we believe will help to lift the whole of Gothenburg. We are very proud of this initiative and look forward to the inauguration,” Wrahme says.
Nautical Style at Chessington World of Adventures
Shipwreck Coast landed in the Chessington World of Adventures Resort in Surrey, England, this summer. Guests can pitch in to help save the storm-ridden harbor town in this themed land. It includes two new family-friendly rides.
On “Barrel Bail Out!” riders have to empty out the barrels they’re whizzing around in while trapped in a whirlpool. They also get into a spot of “Trawler Trouble” as they help a trawler captain free his ship from choppy seas. Chessington reopened “Seastorm,” a ride featuring miniature galleons, in June as part of the first wave of this redevelopment. The “Blue Barnacle” swinging pirate ship, added in 2021, continues its voyage. Besides the new rides and nautical theming, Shipwreck Coast includes a brand-new enclosure for black rats.
“Our team has taken the much-loved Pirates’ Cove land and transformed it into this incredible harbor town, Shipwreck Coast,” says Kevin McIlmurray, head of guest operations at Chessington World of Adventures Resort. “We can’t wait to see our guests experience it and meet our new resident animals.”
