Volvo Korea opened its pop-up store The House of Sweden in the fashionable district of Garosu-gil in southern Seoul on Thursday. The store runs through April 21.

Aimed at delivering the Swedish carmaker’s brand image and its 88-year-old heritage, the cafe and lounge bar has Volvo premium sports sedan S60 and compact SUV Cross Country on display. Volvo also invited Swedish outdoor fashion brand Haglofs, vodka label Absolute, restaurant Hemlagat and coffeehouse Fika to contribute to the Scandinavian atmosphere.

“We wanted to better communicate with young customers by offering the overall northern European mode. Through various events, we will have more people experience Volvo cars,” said Volvo Korea CEO Lee Yun-mo.

By Bae Ji-sook (baejisook@heraldcorp.com)