Commissioned to support the launch of Volvo’s first electric MPV in the Chinese market, we designed two immersive brand experiences — one for Beijing International Airport and one for Shanghai’s IAPM Mall. Both activations aimed to translate the EM90’s concept of “a living room on wheels” into calming, atmospheric environments that elevated the vehicle’s design language through motion, architecture, and light.

To launch the Volvo EM90 in the Chinese market, we were commissioned to create an ambient visual experience at Beijing International Airport — one of the world’s busiest travel hubs. The installation aimed to communicate the EM90’s core idea: a “living room on wheels.”

Using a four-panel LED setup surrounding the vehicle, we designed a calm, Scandinavian-inspired interior environment brought to life through gentle animations, warm lighting shifts, and tactile material references. The work offered travelers a moment of pause in the bustle of the airport, reflecting the serenity and comfort the EM90 is designed to provide.

In parallel with the airport installation, we created an immersive in-store experience at Shanghai’s IAPM Mall. This retail activation used a large-format, concave LED display to envelop the EM90 in a layered visual narrative — blending motion graphics, live-action, and architectural lighting design.

The content transitioned between natural landscapes, urban settings, and domestic interiors to mirror the EM90’s flexibility and emotional appeal. A subtle visual rhythm helped guide shoppers through the space, transforming the store into a sensorial extension of the EM90’s design philosophy.

Designing the Volvo EM90 installations meant solving two distinct spatial challenges, each tailored to large-format DOOH environments.

At Beijing Airport, we worked with three vertical LED panels and one floor panel to simulate a seamless living-room interior. A key challenge was to avoid distortion as the camera passed through the car itself, requiring careful use of false perspective and selective animation to preserve the illusion of physical space.

At Shanghai’s IAPM Mall, the setup included five vertical panels, two receding sharply from view. This forced us to rethink how depth, furniture, and light could be arranged to remain believable from multiple angles — especially for passers-by.

Both installations relied on a mix of camera projection, lighting simulation, and iterative previs, all aimed at delivering a warm, immersive expression of the EM90’s “room for life” philosophy.