The new Volvo Lounge at the Indira Gandhi In­ter­na­tional Air­port in New Delhi is all about of­fer­ing an exclusive Volvo Re­tail Ex­pe­ri­ence built around the brand phi­los­o­phy of ‘De­signed Around You’. Read on to know more...

VM&RD - - CONTENTS - Bhawana Anand

Swedish lux­ury car­maker Volvo Auto In­dia launched its first exclusive Lounge at Ter­mi­nal 3 of the Do­mes­tic De­par­ture at Indira Gandhi In­ter­na­tional Air­port, Delhi. The idea is to ex­pe­ri­en­tially com­mu­ni­cate the brand phi­los­o­phy of: ‘ De­signed Around You’. The Lounge, of­fer­ing a Scan­di­na­vian lux­ury ex­pe­ri­ence, is lo­cated at the en­try to the de­par­ture con­course next to the in­for­ma­tion desk and is spread over an area of 925 sq ft. The ob­jec­tive be­hind the ini­tia­tive was to cre­ate brand aware­ness and reach out to po­ten­tial cus­tomers, fly­ers who can af­ford lux­ury brands. “The ini­tia­tive is quite unique be­cause the store is not only a busi­ness lounge as such, but is also a place where we ac­tu­ally ex­hibit the cars. We are go­ing to change the car ev­ery month to cre­ate dif­fer­ent themes with an aim to ex­plain more about the cars

to prospec­tive buy­ers. It is an exclusive store for Volvo cus­tomers who drive in In­dia. This is a place to say 'thank you' to them for their loy­alty to the brand,” ex­plained To­mas Ernberg, MD, Volvo Auto In­dia. The lounge fo­cuses on the dis­cern­ing trav­el­ers, help­ing them re­lax be­fore board­ing a flight and in the process in­form­ing them about the pi­o­neer­ing con­cepts de­signed by Volvo Cars such as: ‘Cool on out­side and warm in­side’. The Lounge is built around the premise of the Volvo Re­tail Ex­pe­ri­ence (VRE). The en­try to the Lounge is by ‘in­vi­ta­tion only’, of­fered to Plat­inum and Gold card hold­ers among Volvo cus­tomers and VIP guests. The Volvo cars though would be on pub­lic dis­play at the Lounge en­trance, ac­ces­si­ble to all trav­el­ers. The brand hired a Delhi-based de­signer to de­sign the Lounge, though the en­tire lo­gis­tics, look and feel of the store has been im­ported from Swe­den to main­tain the Scan­da­vian look. The ba­sic de­sign of­fers a glimpse into the brand's new Volvo show­room, yet to ar­rive in In­dia, and with the new theme that de­picts

‘Wel­come Home’. The in­te­rior fix­tures and fur­ni­ture have been im­ported from Swe­den from the brand's reg­u­lar sup­plier. The fur­ni­ture is func­tional and com­fort­able, while be­ing sleek in their de­sign. The wooden in­te­ri­ors through­out the store lend a warm am­bi­ence to the whole space and light­ing has been kept sub­tle to pre­serve the pre­mium look and feel, while lively col­ors add a pleas­ant aura to the space.

The brand has planned to de­sign around par­tic­u­lar themes which change af­ter a cer­tain

du­ra­tion. “The themes were selected on the ba­sis of what we stand for as a brand. This month we are start­ing to talk about ad­ven­ture, later we will talk about safety. The theme has been de­picted with the right lo­gis­tics and decor . For in­stance, we are show­ing the crashed car to talk about safety. Af­ter that, we will talk about young sporty and dy­namic de­signs and so on. We will have dif­fer­ent themes around the year,” ex­plained To­mas.

The re­sponse has re­port­edly been

overwhelming for the brand. “We launched the Lounge a month ago. We have got around 1,500 enquires. Also, a few test drives and sales hap­pened, which is good news. So on that front we are very happy and ex­cited,” summed up To­mas. So given the pos­i­tive re­sponse, the brand is now plan­ning to cre­ate more touch points to con­nect with the au­di­ences in a lux­ury set­ting

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