Volvo Car Korea has opened its first-ever showroom featuring the Downtown Store (DTS) expanded concept at Starfield Goyang.
Operated by official dealer Aju Auditorium, the Volvo Car Goyang showroom is approximately 146 pyeong (approximately 484 square meters) and is located in Starfield Goyang, a complex shopping theme park covering shopping, leisure, gourmet, and entertainment, making it highly accessible.
The Goyang showroom represents a step forward with the “DTS expanded concept,” debuting this new approach for the brand. It features a contemporary concept aimed at millennials, allowing them to experience and enjoy an urban lifestyle beyond just a vehicle display area.
Upon entering the showroom, large birch trees, which seem to bring the essence of Scandinavia’s nature, are placed throughout the space. This nature-friendly showroom, blending Nordic birch with natural elements, is the first of its kind among imported car showrooms. The customer lounge and consultation area boast interior designs finished with furniture imported from Sweden and ash wood, offering the warm touch unique to the Nordic region through a fireplace.
The Scandinavian living room-style open space creates a comfortable atmosphere, resembling a Swedish living room while also enabling coworking. The vehicle display area features a flooring that exudes European luxury, allowing visitors to fully focus on the vehicles. Sustainable materials are used throughout, and digital devices are employed for necessary paperwork during consultations, showcasing the commitment to sustainability.
In addition, visitors can encounter the quintessence of Swedish luxury and more than a century of heritage throughout. In the “Tech Zone,” customers can experience Volvo’s technological innovations as it evolves toward a premium electrification brand. The “Heritage Zone” allows visitors to see classic cars that hold Volvo’s heritage graphically, while the “Art Area” features exhibition art that mixes Korean and Swedish identities using traditional Korean totem poles and colorful patterns. A car studio lets visitors touch and experience the leather colors used in vehicle interiors.
Yoon-mo Lee, CEO of Volvo Car Korea, stated, “The Volvo Car Goyang showroom is a space designed to offer a more diverse experience of Swedish luxury exclusive to Volvo. We aim to continue presenting concept showrooms reflecting various urban forms, broadening our touchpoints with customers starting from the Goyang showroom.”
Meanwhile, Aju Auditorium is celebrating this showroom opening by holding various events for visiting and contracting customers from December 19 to January 18, 2023. Customers who complete the electronic registration process after visiting the Goyang showroom will receive a sustainable net bag (weekdays) or a Volvo mug (weekends) on a first-come, first-served basis.
Additionally, those who upload a certification photo of their visit with an event ticket on social media using the required hashtags will be given one of three random gifts: a net bag, mug, or card pocket. Customers who contract at the Goyang showroom will receive a Volvo camping wagon on a daily first-come, first-served basis.
Yang Jin-seok daedusj@autodiary.kr