Volvo brings back its signature immersive exhibition concept, transforming the display space into a lush green environment enveloped by a pine forest. This year, the brand reuses the same pine trees featured in the previous event—trees that have since been carefully nurtured, maintained, and restored. These trees serve not only as decorative elements, but also as a powerful reflection of Volvo’s commitment to valuing nature and using resources responsibly.

For this year’s showcase, Volvo once again collaborates with renowned landscape designer Duke, Mr. Panudej Vatanasuchart, who brings the concept of a “Scandinavian Summer House” to life. Inspired by his personal experiences in the Scandinavian region, the design captures the essence of a summer forest—expressing the light, warmth, and serenity of nature, while authentically reflecting Swedish identity through thoughtful details and atmosphere.

In addition, Volvo places sustainability at the core of every aspect of its operations. Materials used within the booth are repurposed from previous events—including fabric walls, chairs, and tables—all designed for reuse. This approach minimizes the use of new resources while reinforcing Volvo’s philosophy of environmentally responsible design.

For Volvo, sustainability is not just a concept—it is a mindset and a way of working embedded in every step of creating meaningful experiences.

Mr. Panudej Vatanasuchart, Landscape Designer and Booth Designer for Volvo Cars at the 47th Bangkok International Motor Show, said:

“This project provided another opportunity for me to reinterpret the idea of a forest landscape within an automotive exhibition space. Drawing inspiration from my personal experiences in Scandinavia, I envisioned the atmosphere of a summer forest—filled with the vitality of nature, the brightness of sunlight, and the warmth of moments shared among family and loved ones.

Through this design, I wanted visitors to feel as though they are stepping into a forest garden—pausing from the fast pace of the event, listening to the sounds of nature, and experiencing the calm and tranquility of a Scandinavian summer.”