World of Volvo: A meeting place for a better future

Gothenburg’s World of Volvo is a vibrant meeting place and a hub of activity. The one-of-a-kind brand experience centre is created for people by people – around the all-important theme of care.

Opened in April last year, the brand experience centre World of Volvo has become an instant success amongst locals and visitors. Set up as a joint venture between Volvo Cars and Volvo Group, the spectacular building houses interactive exhibitions, an exciting programme of events, and fabulous culinary experiences.

Located in the heart of Gothenburg, World of Volvo enables visitors to experience the true spirit of the Volvo brand. “This is a dynamic place for people and ideas,” says Viktoria Wallner, Chief Experience Officer. “The brand experience is made for people by people, in a world where we care more about each other and the planet.”

History meets future

This is not just a museum, however. In Volvo Exhibition, visitors will go on a journey through time and into the future – through culture, design and technology development. “You can, of course, see iconic vehicles, but we put people at the centre of everything we do,” says Wallner. “Since its beginnings in 1927, care – or omtanke in Swedish – has been the focus for Volvo: care for people, society, and the world we live in. For instance, Volvo invented the three-point safety belt and was the first car manufacturer to launch a rearward facing child safety seat.”

From ground-breaking safety innovations to the latest technological advances, visitors can interact with art installations, explore stories through world class art photography, get blown away in a wind tunnel, operate a real electric excavator, try the driving game Distractville, and dock a boat in VR.

In the recent exhibition Changing Our Footprint, World of Volvo explored sustainable architecture and design through the lens of Danish architecture firm Henning Larsen, a global leader in innovative design. Visitors could discover how architecture, creativity, and collaboration can transform the way we design and interact with our spaces – making them more sustainable, resilient, and connected to nature.

Freedom to roam

The stunning five-story building was, in fact, designed by Henning Larsen, blending Scandinavian landscape, environment and traditions. Covering 22,000 square metres, this is the largest and most complex timber building in Scandinavia. The round design symbolises a world without boundaries, where nature takes centre stage.

Designed around the Swedish concept of Allemansrätten, or the freedom to roam in nature, World of Volvo invites everyone to enjoy the first two floors of the building at their leisure. “In the spirit of Volvo, the building is open for everyone to roam freely, while entry tickets or bookings are required only for the exhibition and specific events,” says Wallner.

World of Volvo is a venue with almost endless possibilities and a wide range of exciting experiences. The meeting areas range from engaging conference rooms and lounges to a broadcasting studio and spacious event halls. Brasserie Ceno is located on the second floor, led by award-winning chef Stefan Karlsson. Here, visitors can enjoy lunch and dinner, and weather permitting, savour their meal on the outdoor terrace surrounded by blooming meadows in the heart of the city. The restaurant also offers wine tastings, music quizzes, and live music. Linger until late, enjoy a combination of fantastic food, stunning architecture, and a cosy atmosphere.

Giving back to the community

Dedicated to giving back to the local community, World of Volvo offers a number of exciting events. On 9 March, Taube Exhibition opens its doors. It kicks off Taube Week, a celebration of the Swedish author, artist, composer and singer Evert Taube, who was born in Gothenburg. On 12 March, which marks 135 years since Taube was born, World of Volvo hosts a concert with beloved singers Helen Sjöholm, Anders “Moneybrother” Wendin, Benny Andersson, and Augustifamiljen with Stefan Sporsén, as well as other brilliant performers, paying tribute to Taube’s timeless works.

On 26 April, the Gothenburg Guitar Show, in collaboration with GOTGUITARS,opens. The guitar fair will bring together guitar enthusiasts and promises to be a weekend full of inspiration, live music, and guitar joy.

In addition to the upcoming exhibitions and events, World of Volvo also collaborates with local educational and cultural institutions such as Chalmers University of Technology, Universeum science centre, and Göteborg Opera. Wallner adds; “Through these collaborations, we want to celebrate those who have contributed to art, music and education in the local community.”

Web: worldofvolvo.com

Facebook: World of Volvo
Instagram: @worldofvolvo

Upcoming events at World of Volvo:

9 March to 31 August
Taube Art Exhibition

12 March
Sjögång, concert on Taube Day

14 April to 31 May
DieCast Models Exhibition

26 April
GOTGUITARS – The Gothenburg Guitar Show 2025