Affordable Art Fair Brussels x Volvo

How Volvo worked with a leading artist to highlight their commitment to safety 

Volvo sought a dynamic way to showcase the EX30 SUV. Affordable Art Fair Brussels facilitated a collaboration with Belgian artist and singer-songwriter Claire Laffut, resulting in a striking artwork on car safety and its impact on our lives – seamlessly woven into the fair’s content. 

Volvo’s collaboration with Claire Laffut supported the brand in: 
– Engaging with the fair’s audience by transforming the Volvo EX30 SUV into a unique work of art. 
– Subtly showcasing Volvo’s commitment to safety in a way that resonated emotionally.

Volvo amplified its visibility among 20k+ visitors and strengthened relationships with clients and employees by hosting guests in the private Arty Lounge space and offering guided tours. This aligned Volvo firmly with the art and culture world, and the distinguished atmosphere of the fair. 

We understood that Volvo wanted to be seamlessly integrated into the fair’s content – not separate to it. 

The collaboration with Claire Laffut drew significant attention from press, influencers and visitors, sparking conversations and helping Volvo build powerful new connections. 

Volvo also used the moment to engage with existing clients – with a generous invitation allocation and exclusive use of the VIP Arty Lounge for a dedicated evening of client hospitality.  

– 18sqm stand in a prime location at the fair’s entrance. 
– 19k guests organically passed the installation on entry and exit. 
– 500 invites for Volvo’s clients to attend the fair.  
– 9 tours for Volvo’s guests to learn about the collaboration. 
– 120 parking spaces reserved for Volvo’s clients.  

Delivering brand visibility

– Industry exclusivity as the only car brand associated with Affordable Art Fair Brussels. 
– Volvo logo included across the fair’s website, onsite at the fair, social media, digital and printed communications.