VOLVO EM90 –
Room for Life

Two large-format installations for the Chinese market launch of the EM90 — at Beijing International Airport and Shanghai's IAPM Mall. Working directly with Volvo and Stendahls, the brief was to translate the car's concept of "a living room on wheels" into environments that felt genuinely calm and considered rather than conventionally automotive. I led the creative direction across both, with Territory Studio's team solving the distinct spatial and technical challenges each site presented.

At one of the world's busiest travel hubs, we designed an ambient visual experience across a four-panel LED setup surrounding the vehicle. The content moved through warm Scandinavian-inspired interiors, gentle lighting shifts, and tactile material details — communicating the EM90's sense of stillness and space to an audience in transit. A key challenge was maintaining the illusion of a seamless interior as the camera passed through the car itself, requiring false perspective and selective animation to preserve the spatial logic.

The IAPM installation used five vertical panels with two receding sharply from either side, creating a more immersive wraparound environment. The content transitioned between natural landscapes, urban settings, and domestic interiors — mirroring the EM90's flexibility and emotional range. Where Beijing asked for calm, Shanghai needed to hold attention in a high-footfall retail setting, so the visual rhythm was tuned to draw people in and hold them without losing the quiet character of the brief.