With the quadrennial European Championship in full swing and the Paris Olympics coming up in July, the sports craze is sweeping the city. Let the history of sports go out of the museum, and let the sports culture enter the business district. From June 29th to July 12th, the first stop of Volvo Cars' "Mobile Sports Museum" 2024 tour exhibition "Into the Business District" was located at Shanghai Magnolia Plaza, a famous commercial landmark next to the Hongkou North Bund International Meeting Room, officially opening a new model of business district tour.
When the Olympic Qualification Series meets the Nordic Horizon
Showcasing a diverse sports culture
The exhibition plan for the tour is unique: in a creative mobile exhibition vehicle, visitors can relive the highlights of the Olympic Qualification Series in Shanghai in May 2024 at Shanghai's Huangpu Riverside City Park. Nine themed trophies were exhibited at one time in this touring exhibition, namely: the champion, runner-up and third place trophies of the Olympic Qualification Series Shanghai - Shanghai; Trophies in 4 major events and 6 sub-competitions of breakdancing, rock climbing (climbing speed, rock climbing all-around), skateboarding (skateboarding bowl pool, skateboarding street style) and freestyle BMX. Through the exhibits, the audience can more intuitively feel the unique charm of the combination of sports events and urban culture, and better understand the development context and cultural connotation.
The tour also featured the official Volvo China Open trophy provided by Volvo Cars, "Nordic Horizon". The trophy was designed by Erika Lagerbielke, professor of design at Linnaeus University in Sweden, and Eva Hanner Larson, designer at Volvo Car Corporation, and handmade by Orrefors, a century-old Swedish crystal brand. Its design is simple and elegant, and the craftsmanship is exquisite, in line with Volvo Cars' unremitting pursuit of product quality. At the same time, it also represents Volvo Cars' firm support for golf, actively advocating a healthy, environmentally friendly and sustainable lifestyle, and conveying a positive attitude towards life to more people.
Let sports link you and me
Multi-party efforts to promote the integration of sports and business
On April 22, 2024, with the integration of "younger, more urban, and more open" culture, sports, business and tourism to promote consumption activities, the sports event into the scenic spot, into the block, into the business district and the 2024 Shanghai Sports Consumption Festival kicked off. Stimulate the vitality of sports and business integration and innovation.
Through the form of entering the business district, this tour realizes the "circle-breaking linkage" between Shanghai-style sports culture and the landmarks of the North Bund business district, adapts to the innovation of the shopping mall's consumption theme, and touches the daily life of more citizens. It is reported that Magnolia Plaza will also adapt to sports-themed activities, and jointly settle in merchants and surrounding brand enterprises to carry out multi-form and multi-level sports-themed activities to form a popular resonance, promote incremental consumption, and release the potential of sports consumption in the current season.
Since 2023, with the support of Volvo Cars, the Shanghai Sports Museum has launched Volvo Cars' "Sports Museum on the Move" creative project. On June 16, 2024, this well-designed, fully upgraded "mobile sports museum" that brings together the knowledge and culture of urban street sports has been relaunched from the banks of Suzhou Creek.
Now, its series of business district tours will successively enter the major business district landmarks in Shanghai, so that Shanghai's sports culture and Shanghai's business genes complement each other.