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Volvo is indulging in a spot of ‘experiential marketing’, with a pop-up Scandinavian styled yoga studio placed in key shopping areas in Edinburgh, Manchester and London.

The ‘Escape the City in your City’ pop-up studio, promoting Volvo’s XC60 car, will offer mid week shoppers with time on their hands, free of charge cycle hire as well as half hour yoga, massage, meditation and art sessions.

Volvo’s pop-up will be on Castle Street, Edinburgh from Tuesday 18th to Friday 21st April, Manchester’s Spinningfields, from Monday 24th to Sunday 30th April and London’s Canary Wharf from Tuesday 2nd to Friday 5th May.

Explaining the thinking, Jon Wakefield, Managing Director, Volvo Car UK, said, “As a human-centric company, we want to reinforce the importance of taking time out of our busy schedules. Much like the interior of the new Volvo XC60, our pop-up studio will provide people with a calm, relaxing space to escape the rigours of city life.”


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