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A Glimpse into the Future: The Volvo EX30 x SSENSE Exhibition in Montreal

From June 13 to 16, 2024, the SSENSE flagship store in Montreal transformed into a vibrant intersection of high fashion and cutting-edge automotive design. The much-anticipated collaboration between Volvo Car Canada and SSENSE, featuring the new fully electric Volvo EX30, drew fashion enthusiasts, car aficionados, and curious onlookers alike, all eager to witness this innovative fusion firsthand.

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Jun. 18 2024, Published 1:05 p.m. ET

Event Highlights:

1. EX30 Vehicle Display: The star of the show was undoubtedly the Volvo EX30, Volvo's newest addition to its lineup of premium vehicles. Visitors marveled at the EX30's sleek exteriors, offered in five unique colorways inspired by Scandinavian elements: Vapour Grey, Onyx Black, Moss Yellow, Crystal White, and Cloud Blue. The interiors, equally impressive, showcased four nature-inspired designs—Mist, Pine, Indigo, and Breeze—highlighting Volvo’s commitment to sustainable luxury. The vehicle's compact yet powerful presence captivated attendees, who appreciated its blend of elegance and advanced technology.

2. Curated Fashion Looks: The SSENSE flagship store was adorned with a curated collection of fashion looks inspired by the Volvo EX30. Styled by the iconic global fashion retailer SSENSE, each look reflected the vehicle's design aesthetics, merging high fashion with automotive excellence. Models like Emmanuel Uddenberg and Dani Roche brought these styles to life, donning outfits that seamlessly integrated contemporary fashion with the vehicle's sleek design ethos. Emmanuel's ensemble, featuring the Y/PROJECT Blue Scrunched Shirt and Helmut Lang White Seatbelt Tank Top, was a particular highlight, embodying the innovative spirit of the collaboration.

Volvo/SSENSE/Norman Wong

Volvo/SSENSE/Norman Wong

3. Special Appearances and Interactive Sessions: Throughout the exhibition, visitors had the opportunity to engage with industry experts and some of the creative minds behind the campaign. Special guest appearances and interactive sessions provided deeper insights into the collaboration. Attendees learned about the seamless integration of fashion and automotive design, gaining a new appreciation for the artistry involved in both fields.

4. Test Drive Experiences: One of the most exciting aspects of the exhibition was the chance to sign up for a test drive of the Volvo EX30. This hands-on experience allowed attendees to explore the vehicle's features, from its intuitive technology to its ambient lighting inspired by Scandinavian light patterns. The test drives were a hit, offering a firsthand glimpse into how the EX30 transforms the driving experience with its blend of elegance and functionality.

Reflection: The Volvo EX30 x SSENSE exhibition was more than just an event; it was a celebration of innovation, design, and sustainability. Aleiza Alerta, Director of Marketing & Communications at Volvo Car Canada, expressed her excitement, stating, "The creative aims to imagine an SSENSE fashion carpool and seemingly infinite number of looks inspired by the EX30." This vision came to life in a truly immersive experience that pushed boundaries and sparked conversations.

The SSENSE flagship store, located at 418 St Sulpice St in Montreal, proved to be the perfect venue for this avant-garde showcase. Over the four days, it hosted a diverse crowd, all eager to witness the convergence of art, fashion, and automotive ingenuity. The exhibition successfully redefined the way Canadians perceive their vehicles, highlighting how the Volvo EX30 is not just a mode of transportation but an extension of personal style.

The Volvo EX30 x SSENSE exhibition was a resounding success, setting a new standard for the intersection of fashion and automotive design. It demonstrated that the future of style is electric, and that innovation, sustainability, and versatility can coexist harmoniously. As the event concluded, attendees left with a sense of inspiration and a new perspective on the possibilities that lie ahead in both the fashion and automotive industries.

For those who missed this groundbreaking event, the first look of the campaign can be experienced online at SSENSE.com and VolvoCars.com.

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