Volvo readies to open its World of Volvo in Sweden

Disney World. Sea World. World of Volvo.

Located adjacent to a waterpark and on the site of a former Saab gearbox manufacturing site, World of Volvo – an extension of Volvo's sustainability goals – opens this week in the center of Gothenburg’s entertainment strip and instantly becomes a new landmark in a city of roughly 600,000 people. The official opening date, April 14, is Volvo's 97th anniversary. 

World of Volvo is a meeting place the company sees as an extension of its brand.While it might not be a theme park like its Disney and ocean counterparts, World of Volvo – a joint venture between Volvo Cars and the company's truck division Volvo Group – it's just as action-packed for lovers of all things with wheels. 

Designed around “allemansrätten” – the Swedish concept that all its citizens share a fundamental right to nature: the right to roam freely on any land (both public and private) – World of Volvo features iconic vehicles, immersive experiences, exhibitions, shows, concerts and events.

Many of the exhibits at World of Volvo are hands-on and interactive."This should be a vibrant meeting place," said Magnus Wrahme, World of Volvo CEO.