Volvo x SSENSE — Experiential + Digital Content
The Volvo EX 30 embodies the next generation of electric vehicles, abandoning Volvo’s image as a “Dad” car. In order to bolster this new attitude, the vehicle’s launch needed a moment — a fashion moment. In partnership with the global luxury retail phenomenon SSENSE, the positioning of the car went from all-electric SUV to ultimate fashion accessory. The SSENSE carpool became the first partnership between the fashion retailer and an automotive brand, garnering attention for Volvo from an entirely new demographic. The campaign video, shot by renowned photographer Norman Wong, is an illusionary visual that creates the impossible feeling that there’s a never ending amount of people — and fashion, spilling out every door of the car.
The campaign launched with a complete take over of the SSENSE flagship space in Montreal. The EX 30 was installed outside the store during an invite-only fashion event, and shop-able outfits were curated and inspired by the exterior colours of the car.
Completed at Narrative XPR