The event agency Free Event has signed ‘VOLVO XC40 TOUR’, the roadshow wanted by Volvo for the national launch of the new VOLVO XC 40. Five dates and as many locations scattered around the peninsula, an exceptional setting and a trio of highly appealing DJs: these were the ingredients of the format, identified by the Swedish car manufacturer along with Free Event, which was awarded the following task of the victory of a race and that for VOLVO has curated ideation, production, direction and organization of all the stages. The goal was to show a more cool and modern side of VOLVO, which with the new car wants to conquer new segments, also addressing the youngest and women.

In organizing the events, Free Event followed all the phases of the project, starting from the conception of a concept that combined a striking set design, recreated through a structure of LEDs surrounding the car, to exceptional musical performers, such as international DJ and producer Benny Benassi, and DJ Brina Knaus and Tommy Vee, also involved in the digital campaign with which the events agency has strengthened the multi-channel nature of the project. The combination of art, technology and music has characterized all the stages of the roadshow, thanks to the experiences studied for the guests by the agency, including the live painting of various artists and the customization of the Happiness tshirt in the dedicated corner. The roadshow started from Bologna (Sala Maggiore, formerly the Museum of Modern Art), the birthplace of VOLVO CAR ITALIA, before moving to Padua (The Kube), Palermo (Sandron Factory), Bari (Cruise Terminal) and Rome (Spazio Novecento). Special guests have also taken part in the event, which has long been a VOLVO brand ambassador, including Carlo Verdone, Federica Pellegrini and Paolo Kessisoglu. Not one but five product launches, for a highly successful roadshow that strengthens the relationship between Free Event and Volvo, already a partner in numerous events, including the launch, in 2016, of V90 and S90 (to see the article click here ). The roadshow allowed to show the car a national preview to about 4,000 people, confirming Free Event as one of the first event agencies in Italy.