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World of Volvo

World of Volvo is a brand experience center and automotive museum in , , dedicated to showcasing the history, innovation, and future of the brand through interactive exhibitions and events. Opened on April 14, 2024, it serves as a between and Group, replacing the previous Volvo Museum in that closed in December 2023. Spanning over 22,000 square meters in Gothenburg's event district, the facility features Scandinavian-style architecture designed by , including a timber canopy that integrates with the surrounding landscape to promote public access and . emphasizes "omtanke"—a concept of care for people and the planet—through immersive displays that blend digital and physical elements, highlighting Volvo's milestones in vehicle design, safety innovations, and motorsport achievements. Key attractions include the main World of Volvo Exhibition on the third floor, which traces the brand's evolution from its 1927 founding with iconic models and human-centered engineering, and the section detailing and heritage. Temporary exhibits, such as " and Back" featuring Hasselblad cameras from Apollo missions, rotate to connect Volvo's technologies with broader cultural narratives. Beyond exhibitions, the venue functions as a multifunctional with facilities accommodating up to 1,100 people, an event hall, broadcasting studio, lounges, and culinary experiences, hosting live events like nights and talks. This setup positions World of Volvo not only as a repository of automotive history but also as a vibrant space fostering education, inspiration, and sustainable mobility discussions.

Overview

Location and purpose

The World of Volvo is situated at Lyckholms Torg 1 in central , , within the city's burgeoning event district adjacent to the renowned amusement park. This strategic placement positions it as a key attraction in 's vibrant cultural and entertainment landscape, drawing both local residents and international visitors to explore Volvo's legacy in the company's hometown. As a between and Group, the center serves as a modern experience hub rather than a conventional , designed to showcase the brands' shared 97-year history—from their founding in 1927 by and on Hisingen—to their ongoing innovations in technology aimed at improving human lives. It emphasizes interactive exhibits that blend physical and digital elements to highlight 's past achievements, current advancements, and future visions in , , and . Opened on April 14, 2024—exactly marking the 97th anniversary of 's inception—the facility represents an evolution from the previous , transforming it into a dynamic space for storytelling and engagement. Beyond preservation, World of Volvo functions as a public meeting place fostering , , and interaction, hosting events, talks, and culinary experiences to connect visitors with Gothenburg's industrial heritage and Volvo's global impact. This role extends its purpose to "give back" to the , encouraging broad participation in discussions about and societal while accommodating up to 1,100 people for conferences and cultural gatherings.

Significance to Volvo

The World of Volvo serves as a pivotal unified platform for both , focused on passenger vehicles, and the , encompassing trucks, buses, and construction equipment, bringing together their intertwined histories under one roof. Established as a between these entities, it highlights their shared origins dating back to , when the company was founded in by and with a to leverage for benefit. This consolidation allows visitors to appreciate the parallel evolutions of automotive and commercial transport innovations from a single vantage point, reinforcing Volvo's foundational ethos without the fragmentation seen in prior separate facilities. Central to its role is the advancement of Volvo's brand narrative, which centers on core principles of , , and that distinguish the marque globally. By immersing visitors in stories that prioritize human-centered —such as pioneering safety features and eco-friendly advancements—the center perpetuates Volvo's reputation as an innovator committed to societal . These elements are woven throughout the experience, underscoring how Volvo's , rooted in functionality and , has influenced industries beyond passenger cars. In , Volvo's longtime headquarters, the center functions as a cultural that bolsters local pride in the company's heritage while driving economic vitality through . Positioned in the city's expanding event district near , it draws international visitors eager to explore Swedish industrial legacy, contributing to Gothenburg's profile as a for sustainable and automotive . This influx supports the regional by integrating Volvo's story with broader attractions, fostering a ownership in the brand's global achievements. Furthermore, World of Volvo expands 's public engagement through targeted educational initiatives on automotive history and prospective mobility solutions, making complex topics accessible to diverse audiences. Programs such as school visits emphasize hands-on learning about technological progress, from historical milestones to forward-looking , while live talks and events deepen understanding of 's societal impact. Interactive elements enhance this outreach, allowing participants to actively connect with the brand's past and future visions.

History

Former Volvo Museum

The Volvo Museum, located in the Arendal area of Hisingen in , , originated in connection with the founding of Volvo in 1927 by and , initially featuring small historical displays of the company's early vehicles and artifacts as part of its industrial heritage preservation efforts. Discussions for a dedicated began in 1964, leading to its formal establishment and opening in 1995 as a standalone institution dedicated to chronicling Volvo's evolution. The facility underwent significant expansions, including a major renovation in 2010 and the addition of digital interactive elements in 2020, transforming it into a more engaging space while maintaining its focus on Volvo's automotive, commercial, and engineering legacy up through the 2010s. The museum's core collection highlighted Volvo's industrial history through over 100 historic vehicles, encompassing cars, trucks, buses, and prototypes spanning from the first ÖV 4 model in 1927 to contemporary designs. It also included maritime artifacts such as boat engines and aviation items like the first used by the , presented in a chronological exhibition that emphasized innovations in safety, engineering, and transportation. These displays provided visitors with a comprehensive view of Volvo's contributions to industry, blending static exhibits with contextual storytelling about the company's societal impact. Operationally, the museum attracted approximately 100,000 visitors annually in its later years, offering guided tours lasting 2-3 hours, a dedicated children's interactive area, and special events such as themed exhibitions on Volvo's milestones. However, it faced constraints including limited exhibition space that hindered further growth and outdated infrastructure unable to fully support advanced interactive technologies despite recent upgrades. In 2023, Volvo announced the museum's closure to enable modernization and relocation, with final operations concluding in December 2023 after 28 years of service, allowing its key assets to transition to a new, expanded venue.

Development and opening

The development of World of Volvo began in 2019 as a collaborative project between and Group, aimed at establishing a modern experience center to succeed the aging Volvo Museum and unite the heritage of both entities under one roof. This initiative sought to create a multifaceted space celebrating Volvo's past, present, and future, moving beyond traditional museum displays to incorporate interactive elements that reflect evolving visitor preferences. Key milestones included the selection of a site in Gothenburg's emerging event district along the Mölndalsån river, which connected to the city's promenade and emphasized accessibility. Construction commenced in 2021, leveraging innovative mass timber techniques to realize a sustainable structure spanning 22,000 square meters. The project faced challenges in merging the extensive collections from Volvo Cars and Volvo Group, requiring careful curation to harmonize automotive and commercial vehicle histories without overlap or omission. Additionally, designers incorporated digital interactivity to align with post-pandemic expectations for engaging, technology-driven experiences that encourage prolonged visitor immersion. The facility reached substantial completion in early 2024, paving the way for its public debut. The inauguration occurred on April 14, 2024—coinciding with Volvo's 97th anniversary—with a grand opening celebration featuring speeches from company executives, live events, and an influx of over 3,000 attendees marking the center's launch as a vibrant community hub. This event underscored the project's role in revitalizing Volvo's brand narrative in its hometown.

Architecture and design

Building structure

The World of Volvo building was designed by the Danish architecture firm Architects, drawing inspiration from natural landscapes through organic, flowing forms that mimic forest canopies and tree trunks. The structure embodies principles of openness and integration with nature, reflecting Sweden's cultural ethos of accessibility to the environment. Spanning 22,000 square meters (approximately 237,000 square feet), the building employs mass-timber construction, with glulam columns and beams forming the primary support for the main exhibition hall. These three prominent, tree-trunk-like columns fan outward in a pattern to create a sweeping, circular roof canopy, optimizing structural efficiency while minimizing material use through computational design processes. The overall form is round with no right angles, promoting fluid movement and dynamic spatial experiences inside. The layout centers around an expansive open space beneath the canopy, facilitating multi-level galleries that allow visitors to navigate through various elevations. Positioned in central , the building's design incorporates waterfront proximity, enabling panoramic views of the city from its accessible rooftop and surrounding landscapes. Engineering features emphasize , with flexible interior divisions that support reconfiguration for different uses, including events accommodating up to 1,100 people. Large glass facades wrap the structure, flooding interiors with natural daylight and enhancing connectivity between indoor and outdoor environments.

Sustainability features

The World of Volvo building incorporates sustainable mass-timber construction, utilizing glulam beams and (CLT) sourced from responsibly managed forests, which serves as a and significantly reduces the embodied compared to traditional or alternatives. This approach aligns with Volvo's emphasis on low-impact materials, enabling the structure to store CO2 while supporting disassembly for future reuse through designed joints. Energy-efficient operations are achieved through full reliance on renewable energy sources and natural daylighting via the glass facade to minimize artificial lighting needs. The facility also features LED lighting systems for flexible, adjustable illumination that optimizes energy use across exhibition and event spaces. These elements contribute to low-energy building standards, with approximately 10% of the adjacent parking spaces equipped with electric vehicle chargers to promote sustainable visitor transport. The building is certified Gold, ensuring environmentally friendly design, reduced ecological impact, and compliance with Swedish standards focused on and human well-being. Goals include net-zero operations through ongoing waste minimization and circular practices, such as partnering with ISO-certified provider Renova for sorting and processing, including on-site food waste grinders. Water conservation is addressed via on-site filtration and carbonation systems for beverages, eliminating transport emissions and supporting in line with Volvo's principles. Surrounding landscapes incorporate 12,000 m² of green spaces and an ecological zone along the Mölndalsån river, enhancing local by extending native ecosystems and fostering . Overall, these features reflect Volvo's broader ethos, emphasizing climate neutrality, resource restoration, and inclusive as outlined in their global strategies.

Exhibitions and collections

Historical vehicles and artifacts

The historical vehicles and artifacts section at World of Volvo features a core collection of physical items that trace the evolution of Volvo's automotive and industrial legacy, drawing from the former museum's holdings transferred in 2024. This includes dozens of vehicles on display, supplemented by over 100 meticulously crafted scale models spanning 98 years of production, curated to represent key milestones without exhaustive listings. Representative examples highlight Volvo Cars' early passenger vehicles, such as the ÖV4 (1927), the company's inaugural production model with a 4-cylinder and open carriage design, symbolizing the brand's entry into automobile manufacturing. Iconic post-war models like the PV444 (1947–1958), Volvo's first profitable car known for its compact, fuel-efficient build and role in establishing export markets, and the (P120 series, 1956–1970), a midsize that introduced advanced features including padded dashboards, further illustrate the brand's focus on durability and family-oriented design. Rare prototypes, such as the 1972 Experimental equipped with early airbags and anti-lock brakes, and the 1976 Electric Prototype mail van offering a 30-mile range, demonstrate Volvo's pioneering experiments in and . Artifacts extend beyond cars to encompass Volvo Group's diverse divisions, showcasing the company's broader industrial footprint. Trucks are represented by early models like the LV4 (1928–1929), a 28-horsepower that sold 500 units in its first six months, and the L248 Roundnose (1939–1954), a diesel-powered workhorse pivotal to commercial transport. Buses include the 1945 White Bus, repurposed by the Swedish Red Cross to evacuate over 15,000 prisoners during , underscoring Volvo's contributions to humanitarian efforts. Construction equipment and tractors appear alongside maritime artifacts, such as the Aquamatic engine (introduced 1959), which innovated by merging outboard and inboard technologies for enhanced reliability. Additional items, like the shared desk of founders and , provide tangible links to 's origins in 1927. The collection is thematically organized by historical eras, emphasizing safety innovations and industrial achievements to contextualize Volvo's impact. Safety-focused displays highlight the three-point seatbelt, invented by engineer in 1959 and freely licensed to other manufacturers, which has saved over one million lives globally. Industrial milestones, such as the PV444's role in profitability, are presented through vehicles like the PV445 Duett estate (1953–1960), Volvo's first . Preservation efforts involve Volvo's heritage team, which maintains the collection through careful transfer and upkeep from the site, ensuring authenticity for public viewing, though dedicated on-site restoration facilities are not featured.

Interactive and future-focused displays

The interactive and future-focused displays at World of Volvo emphasize Volvo's ongoing commitment to innovation, allowing visitors to engage directly with emerging technologies through hands-on and digital experiences. A standout feature is the (VR) boat docking simulation, where participants use VR headsets to navigate a vessel into a harbor, highlighting Volvo Penta's advancements in marine safety and control systems. Complementing this, the Distractville driving game immerses users in a simulated environment via interfaces, demonstrating the risks of and the role of connectivity features in preventing accidents. These elements underscore Volvo's vision for safer, more intuitive mobility, blending education with entertainment to illustrate real-world applications of and driver assistance technologies. Hands-on demonstrations further explore electrification and sustainability, such as operating a full-scale electric excavator from Volvo Construction Equipment, which tests user coordination while showcasing battery-powered heavy machinery's efficiency and reduced emissions. Visitors can also experiment in a wind tunnel exhibit, placing their face or objects to visualize aerodynamic improvements, tying into Volvo's research on drag reduction for future electric vehicles. The Adventure in Distractville arcade-style setup extends this interactivity, where players multitask during a virtual drive to experience how infotainment and autonomous aids mitigate human error. These demos prioritize conceptual insights into Volvo's push toward zero-emission fleets, including concept vehicles like electric truck prototypes that preview collaborative projects with partners for urban logistics. Multimedia enhances the forward-looking narrative through dynamic timelines projected on curved screens, tracing Volvo's from early inventions to visions of fully autonomous and connected ecosystems. Interactive projections respond to visitor movements, morphing into abstract representations of to symbolize principles in upcoming models. Areas for , such as creating personalized Volvo commercials via tools, encourage engagement with and themes. Overall, these displays integrate historical vehicles sparingly into tech contexts, focusing instead on Volvo's global impact through and , fostering a sense of participatory .

Facilities and visitor experience

Event and conference spaces

The World of Volvo features versatile event and conference spaces designed to host a range of professional and cultural gatherings, with capacities accommodating up to 1,100 people in its largest venues. The centerpiece is the Event Hall, a 598-square-meter space that can seat up to 670 guests or hold 1,100 for standing events, serving as a grand for talks, conferences, and performances; it is divisible into two sections via a skyfold and integrates with adjacent break-out areas for dinners or expanded sessions supporting up to 900 seated. Complementing this are nine modern meeting rooms ranging from 25 to 116 square meters, equipped with state-of-the-art audiovisual technology, high-speed , and meeting solutions for flexible layouts. Specialized seminar rooms, such as the 50-square-meter Hills room for up to 28 participants or the 73-square-meter Streams room with tiered seating and a stage for up to 30, support interactive workshops, product launches, and Volvo-themed sessions, while larger combinable spaces like (116 square meters for up to 88) allow for scalable group activities. A dedicated broadcasting studio with premium technology enables live streams and virtual components, enhancing accessibility for global audiences during events. These facilities emphasize adaptability, with options for "Dynamic Dining" catering packages tailored to event scale, from morning energizers to full dinners. The spaces integrate seamlessly with the center's exhibitions for hybrid events, allowing organizers to combine guided tours of Volvo's historical vehicles and interactive displays—such as virtual test drives—with networking sessions or break-outs to create immersive experiences. Since its opening in April 2024, coinciding with Volvo's 97th anniversary celebration, the venues have hosted company kick-offs, mingle parties, product launches, and conventions, fostering community partnerships through cultural events and professional gatherings in Gothenburg's central event district.

Amenities and access

Visitors to World of Volvo can purchase exhibition tickets online through the official website, where admission fees range from 200–235 for adults aged 19 and older, 120–160 for children aged 7–12, 165–190 for youth and students aged 13–25, and 165–190 for seniors aged 65 and over (as of November 2025); children under 7 enter free when accompanied by a paying . Family packages are available for 640–665 covering two adults and up to three children, and tickets can be bought in advance for a 10% discount compared to on-site purchases. An annual pass option provides unlimited access to the exhibition, priority event bookings, and a 10% discount in the on-site shop, catering to frequent visitors and Volvo enthusiasts. The venue emphasizes , featuring wheelchair-accessible entrances and restrooms on all floors, two elevators designed for visitors with reduced , and seven dedicated disabled spaces in the adjacent car park. Six wheelchairs are available for borrowing upon request, along with baby carriers at the information desk; strollers can be stored in a designated room, as they are not permitted in the exhibition spaces. While audio guides in multiple languages are not explicitly offered, the facility provides family rooms and storage lockers to support diverse visitor needs, ensuring an inclusive experience for those with disabilities. On-site amenities include the Ceno Brasserie on the second floor, a Nordic-style restaurant offering dishes such as and loin, designed for casual dining with family-friendly elements like play areas. The gift shop stocks exclusive World of Volvo branded merchandise, including sustainable products from local artisans that highlight themes of innovation and environmental responsibility, alongside practical items like apparel and accessories for Volvo fans. For transportation, the site is conveniently located near public transit, with trams 2 and 4 stopping at Södra or Almedal stations—a 400-meter walk away—and airport coaches from Gothenburg Landvetter Airport connecting via Korsvägen; ample parking is provided in the five-story Södra garage with approximately 1,500 spaces, including 160 charging stations. Bike paths along the nearby Mölndalsån river further enhance access for cyclists. The exhibition operates from 10:00 to 17:00 Monday through Wednesday and Friday to Saturday, extending to 19:00 on Thursdays, and until 16:00 on Sundays, with the facility closed on December 24, 25, 26, and 31. Guided tours are available upon booking via for groups, providing deeper insights into the collections. As of 2025, seasonal events include family-oriented activities during school holidays, such as interactive workshops, scheduled through the live events calendar to enhance visitor engagement.

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