Project Description


The Burst


Volvo has been making cars since 1927 and is well known for its innovative and luxurious models, evolving with every new model created. In January 2016 MM was challenged to create an immersive experience and show that centered around the exclusive preview of 5 future Volvo models, encapsulating the true heritage of the brand which has been influenced by contemporary cultures.
VOLVO wanted an experience based on “ Made in Sweden ”. They wanted to a luxury premium event encapsulating “ Swedishness ” to be presented to their 3,000 Dealer Principals.


Swedish multinational automotive manufacturer Volvo like to place innovation at the core of their strategy. In their own words: ” We started making cars in 1927 because we believed nobody else was making them strong enough or safe enough for Swedish roads. “Along the way we’ve come up with dozens of innovations, some of which have changed the world. And it’s this commitment that drives us forward to the next great Volvo Cars idea.”


“ The Burst, ” a breathtaking live experience which dramatically narrates a journey through the evolution of both Volvo and Sweden. From the moment the guests arrived in a virtual wooded forest, they experienced a multi-sensory experience that unfolded in and around them. The service of a fusion breakfast, lunch and dinner became part of the live performances, wrapped within a Swedish landscape LED backdrop, which encapsulated an atmosphere completely Swedish. A 24-hour cycle in Sweden delivered as a 3-hour experience. This built to a climatic finale, “ The Burst of Heroes, The Cars of Today and Tomorrow. ”
Designed to immerse guests into every aspect of the experience, the story journeys from the concepting and birth of the brand and its recognisable trade-mark, through its process of innovation and into the bright future where the cars are revealed.
A beautiful structural set is juxtaposed against a giant model runway, imposing screens creating multi-faceted backdrops that change throughout the experience aligning with the story. Guests are seated either side of the runway, as the performance progresses. Dancers, singers, bespoke content, lighting & soundscapes bring the story to life whilst guests are served food and drinks to heighten the senses, created to enhance the narration.
From the initial concept idea to directing the final live event, Christian, alongside a host of MM talent, successfully delivered ‘ The Burst ’ and astounded the conference attendees from all over the world.


Excellent feedback from client, they were so impressed with the immersive event format that they are going to use this as a model for future events

Positive feedback from all Global Dealership Principals

Second in the Beaworld event awards for best congress/conference and best B2B event

Enthused 3,000 Volvo dealer principals to reach 800,000 sold cars by 2020