Volvo StudioVolvo StudioVolvo Studio
ThamVidegård was commissioned to design Volvo Cars’ new global flagship showrooms following an invited competition. The first venues were inaugurated in Milan and Tokyo in 2017.
The studio concept is rooted in the character of the Nordic landscape, drawing from the quality of its light, the depth of its forests, and the granite cliffs shaped by glacial activity. The interior is defined by three primary elements: a luminous ceiling, a continuous wooden wall, and a concrete floor.
The ceiling comprises an LED-backlit stretch fabric system, which allows for the adjustment of light intensity and colour temperature to suit varying activities throughout the day. By utilising programmable sequences—such as a simulation of a drifting cloudy sky—the installation modulates the atmosphere of the space to reflect the shifting nature of the Nordic horizon.
The wall is constructed from vertical wooden profiles mounted on a flexible support structure. This allows the wall to curve through the floor plan, forming a coherent backdrop for the vehicles. Functionally, the wall acts as a partition, separating the public exhibition area from the back-office and support functions.
The architectural framework is designed for scalability. Beyond the flagship showrooms, the concept has been adapted for temporary pop-up stores and mobile installations, maintaining a consistent brand identity across various international public locations.
