Few brands embody Scandinavian industrial design as distinctly as Volvo. Known for its focus on safety and reliability, Volvo has long been one of the world’s most prominent brands synonymous with the principles of Nordic design.

To celebrate the brand’s long history and its deep connection with Scandinavian values and aesthetics, Volvo has unveiled a new experience center in Gothenburg, Sweden, that’s packed with vintage vehicles, and a whole lot more.

The World of Volvo, born from a partnership between Volvo Cars and Volvo Group, is a museum and event space designed as a demonstration of the human-centric philosophy laid out by its founders.

Beyond the exhibitions, the World of Volvo is designed to be a dynamic space, capable of hosting cultural events, talks, and conferences. Two dining spaces round off the visitor experience.

Inspired By Scandinavian Nature

Spanning 236,000 square feet, the World of Volvo embraces Scandinavian design. From its use of wood to the expansive windows letting natural light flood in, the experience center is integrated with the natural world.

Designed by the renowned Henning Larsen Architects, the building is a homage to the Scandinavian outdoors, constructed mostly of wood sourced from both Sweden and the south of Europe.

The striking building is supported by 2,300 large wooden beams and 2,700 cross-laminated timber (CLT) boards, with the three largest beams stretching an impressive 111 feet each.

“Not long ago, working with timber on this scale was hard to imagine,” said Fabia Baumann, structural design engineer on the project. Architects had to build a tailored digital workflow to support the design work.

“It’s just amazing that we could make this happen, from initial sketches that were all free form and had to be rationalized to now seeing it unfold in construction,” she added.

The History Of A Swedish Brand

Volvo has chosen April 14 as the opening date for an important reason. On that very day in 1927, the first Volvo vehicle rolled off the production line in the Gothenburg factory.

Now, 97 years later, visitors get the chance to learn about the remarkable story that followed.

Over the decades, Volvo expanded its footprint globally, evolving from a domestic carmaker to an international brand recognized for its innovations in safety.

In 1959, Volvo introduced the three-point seatbelt, a revolutionary invention it generously made available to other manufacturers, highlighting its safety first ethos.

Today, Volvo Cars, now a separate entity from the Volvo Group which focuses on commercial vehicles, continues to push boundaries in design, safety, and technology.

With Volvo Cars and Volvo Group coming together for the new project, World of Volvo showcases the full range of vehicles produced over the brand’s history.

How To Visit World Of Volvo

The new experience center seems sure to become a premier tourist attraction in Gothenburg, Sweden’s second largest city. Situated just south of the Liseberg amusement park, the center is conveniently located about a 40-minute walk from Gothenburg Central Station.

Tickets ($16-$21) are sold for a specific entrance time, which means booking online in advance is essential to avoid disappointment.

Adding to the visitor experience, World of Volvo houses two restaurants, Ceno Brasserie and the conference restaurant Ceno On Top. The culinary concepts, led by award-winning chef Stefan Karlsson, focus on local and seasonal ingredients.

Whether you want to indulge in Swedish fika or enjoy something more substantial, Ceno Brasserie will be open to the public during the center’s opening hours.