Volvo drives into Dundrum

Published:  08 June, 2017

Car manufacturer chooses Dundrum to launch new model

Volvo has chosen Hammerson and Allianz Real Estate’s Dundrum town centre, Ireland’s premier retail and leisure destination, to unveil the new Volvo XC60 in Ireland for the first time.

The Swedish car manufacturer has taken a 5,500-sq ft unit, on the first floor of the mall, alongside retailers including Karen Millen and Fields Jewellers where it showcase three models in a Scandinavian pop-up environment.

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 per cent increase in footfall at Dundrum in the first weekend of its opening.

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 “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.”

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