In the Volvo Ocean Race 2011 – 2012 PS Communication was responsible for both the overall design of the Volvo Ocean Race Village and for the design, concept and digital content of the Volvo Pavilion in the race village. Our main challenges for the race village lied in communicating the values and character of the race, and for the pavilion to develop the emotional brand value of Volvo. The project also presented the challenge to recreate the concepts considering the varying conditions and transports between the different stopovers spread out all over the world.
Our solution for the race village was to create a concept following the same principles as the actual racing boats. Each component produced carried an association to race components or the character of the race, both in design and in content. We also designed a mascot in the form of an Albatross called “Wisdom”. For the Volvo Pavilion we created a brand experience rather than an exhibition space. We created a less-is-more atmosphere relying on experiences, branding and storytelling. All ingredients added to a versatile environment that easily adapted to different needs of meeting and greeting clients, prospects and employees – all within a Volvo brand atmosphere.