Hammerson, together with its joint venture partner Allianz Real Estate, announces that Volvo has chosen Dundrum Town Centre, Ireland’s premier retail and leisure destination, to unveil the new Volvo XC60 in Ireland for the first time.
One of the world’s best known and respected brands in the commercial vehicle industry, Volvo will be showcasing its long-awaited new XC60 T8 R Design in Crystal White, along with the recently launched S90 premium saloon and V40 hatchback, giving visitors a unique opportunity to experience the premium vehicles first hand in a Scandinavian pop-up environment. The brand will be taking a 505sq m unit, on the first floor of the mall, where it will trade from 1 June to 2 July alongside retailers including Karen Millen and Fields Jewellers.
The news follows the success of Pippa O’Connor’s POCO Jeans pop-up store, which featured in Dundrum for nine weeks and led to a 12% increase in footfall at Dundrum in the first weekend of its opening. Flexible leases and pop-up stores give brands the opportunity to create an innovative fit-out, providing shoppers with an exclusive experience that enables them to engage with the brand as well as see, touch and try its products. For car manufacturers such as Volvo which have been traditionally restricted to large, out of town show rooms, units in prime shopping centres provide an ideal space to showcase latest models to a new catchment.
Having gained ownership of Dundrum in July 2016, Hammerson has implemented a number of innovative asset management initiatives, the most recent of which is the launch of Diarmuid Gavin’s “Garden of Pure Imagination” at the centre, a first both for a shopping centre and for Ireland. Initiatives such as this are guided by Hammerson’s Product Experience Framework, a key pillar of which ensures that centres across the portfolio deliver an entertaining and exciting experience for shoppers that is constantly evolving and keeps them coming back time after time.
Simon Betty, director of retail for Ireland, said: “We are delighted that Volvo has chosen Dundrum to unveil its latest model in Ireland. Exciting pop-ups such as this add to Dundrum’s unique proposition and demonstrate the centre’s strength as the first choice for brands in Ireland. With high levels of footfall and a far-reaching catchment, Dundrum is the perfect platform for Volvo to launch the XC60 in an experiential retail environment.”
David Thomas, managing director of Volvo Car Ireland, said: “We’re delighted to be able to open Volvo Car Ireland’s first ever pop-up shop in Dundrum Town Centre. We hope to give shoppers a truly unique and premium experience and reach a new demographic of shoppers who may not have been overly familiar with the Volvo brand and what it stands for before. Customers can explore our stylish new XC60, S90 and V40 models in a relaxed, Scandinavian inspired environment, which reflects the design of our products and gives visitors a sense of the Volvo car brand.”