Volvo opens the World of Volvo in Gothenburg
Almost all premium manufacturers have a "brand world" at their place of origin. It was only a matter of time before there had to be a World of Volvo in Gothenburg, where a museum was a point of interest for brand fans until the end of 2023, although it was somewhat off the beaten path. In World of Volvo, the past and future are cleverly combined. Housed in a large wooden structure (with a basic construction from Austria), it is transformed into an experience center, complete with meeting rooms, a restaurant, and simply a pleasant place to linger.
The architecture was created by Henning Larsen Architects with the vision of designing a building based on the history of the Scandinavian landscape and nature. The World of Volvo aims to become a new landmark in Gothenburg and Sweden, doing so subtly yet prominently visible from the highway coming from Stockholm.
Typically Swedish: Lots of wood, warm colors
The building comprises a total of 2,800 tons of wood, sourced from southern Europe and Sweden. The structure is supported by 2,300 large wooden beams and 2,700 cross-laminated timber boards (CLT). The three largest wooden beams each measure 34 meters in length! Additionally, the roof and embankments have returned around 12,000 square meters of nature to the ground. Previously, the site housed a Saab gearbox factory, whose lights were partially integrated into the new building, and a parking lot for the Liseberg amusement park. Energy could also be provided through photovoltaics, which have yet to be installed.
Who exactly financed the entire project and the exact costs were not disclosed by the CEO of World of Volvo, Magnus Wrahme. However, there is speculation that the Geely Group, owner of the passenger car division and co-owner of Volvo Trucks, was somewhat involved in the new Volvo-World. The 22,000 m² experience center includes a 4,500 m² (vintage car) exhibition area that takes visitors on a journey from the past through the present and into the future – featuring iconic vehicles, real stories, and many interactive experiences. Some of these are truly wild, creating ever-new AI-based art landscapes as one walks past screens. Or one can become colorful waste in front of a screen dedicated to recycling.
Trucks with their own experience area
Of particular interest is the large area dedicated to trucks, showing, besides section models of the cabins, what would happen if all truck wheels stood still for one, two, three, four, or even five days – it would indeed become dramatic. The building's layout is also interesting, appearing larger inside than outside, with clever greening and embankments directing the view directly over the highway into the neighboring forest.
On the other side, one can look into the city center and might have witnessed the explosion in the amusement park live: During welding work, the slide tower suddenly caught fire and burned out immediately… but now you can seek refuge in the brand-new Volvo World. Officially, it is seen as "a joint commitment between Volvo Cars and the Volvo Group," and unofficially, there has been thought for decades about building something like this in the center of Gothenburg, especially since the old museum "could actually only be found with a GPS signal, so well was it hidden" – jokes Oscar Bertilsson Olsburg, responsible for Commercial Operation at Volvo Cars. Nevertheless, 100,000 visitors came annually, including those picking up their Volvo cars or trucks. In the future, this number is expected to increase significantly, thanks to the integration of a parking garage with 1,500 spaces (150, later 300 with charging points) and a covered bus stop. Up to 450 charging points could be expanded before touching the connection line's capacity.
Many more different packages for customers picking up their vehicles
And yes, you can also pick up cars and trucks there. Truck CEO Roger Alm enthusiastically explained that several packages could now be offered to customers, transport entrepreneurs, or freight forwarders to pick up trucks live at their place of creation. The truck collection can be arranged at the World of Volvo or the factory, with meals, driving events, factory tours, or without – the possibilities are more varied than ever. With the World of Volvo, Volvo also wants to give something back to customers, employees, and the city of Gothenburg.
A whole new approach: A meeting point for culture and discussions
The once somewhat cool 1960s atmosphere gives way to a "meeting place centered on the human body and mind" aimed at considering "how we are all connected." They couldn't make it any smaller in Gothenburg, and yet it has truly become a fine meeting place, as Volvo states that its roots are based on a human-centered principle established by its founders: Using "technology to improve people's lives." This principle is also behind the World of Volvo, which primarily wants to be a meeting place for people and their ideas, to come together and be inspired for joint progress towards a safer and more sustainable tomorrow.
With its generous, dynamic spaces, the World of Volvo can also transform to host a multitude of events. Cultural events, talk rounds, and conferences are also planned. The conference and event facilities offer spaces that can accommodate up to 1,100 participants.
In addition, there are two restaurants: the publicly accessible Ceno Brasserie and Ceno On Top, which is open for conference guests and larger groups. Architect Martin Stenberg Rignér jokingly explained:
"I can't remember ever planning round kitchens before."
Ensuring they work is crucial, as the Götaplatsgruppen has developed a culinary concept that aims to reflect quality and sustainability - with a focus on local and seasonal ingredients. The menus are created by the award-winning chef Stefan Karlsson, ensuring the well-being of brand fans is taken care of.
What does this mean?
Finally, Volvo has its own "world", which is especially important for the cars and trucks based in Gothenburg. What's even more important: the Swedes have struck the right tone that fans and customers expect. So, we would advise visitors to Gothenburg to plan a visit to the Volvo world, if only for the sake of the architecture.
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