17 November 2017

Volvo ‘pops up’ on Grafton Street

Volvo Car Ireland has opened Ireland’s first high street car pop up shop at 32 Grafton Street in Dublin, writes Trish Whelan.

For a limited time, visitors will get a chance to see Volvo’s new compact SUV, the XC40, in the Scandinavian-inspired shop. The car is Volvo’s first ever entry in the small premium SUV segment.

The new XC40 D4 Momentum Pro in fusion red will be on show and customers will be able to browse the different paint and fabric choices on display and experience the car in ‘showroom mode’ which shows the cars’ technology. They can also test out the car’s top of the range Karmon Hardin sound system and interact with the Sensus Connect system.

Patricia Greene, Head of Communications at Volvo Car Ireland, explained the initiative. “As Ireland’s premium shopping street, we feel Grafton Street is a great fit for the Volvo brand and allows us to give shoppers a unique experience and reach a new demographic of shoppers who may not have been overly familiar with the Volvo brand before.”

The Volvo XC40 was revealed at Milan Fashion week in September. Street fashion, city architecture, high-end designer goods and popular culture were all sources of inspiration as Volvo’s design team defined materials, patterns and colour options for the new XC40.

32 Grafton street was formerly home to The Loft Cafe and is neighbours with John Brereton Jewellers, Rocks and the soon to launch Victoria’s Secret. Grafton street has an annual footfall of 57 million people and will be Volvo’s city centre home until the end of the year.