TIGER's ROAR

With a very modest budget, the challenge was to design a refined showroom lighting concept that would be efficient, easy to maintain, and capable of clearly reinforcing brand identity.

For the 100 m² fully glazed façade of the Volvo showroom—strategically positioned between the Porsche and Renault showrooms and designed by Blocher Blocher—Atelier dada developed a minimalist linear lighting concept inspired by the clarity and elegance of Scandinavian design, Volvo’s cultural origin. Like rays of sunlight filtering through glass, slender lines of light guide the gaze inward, naturally drawing attention to the vehicles and display panels along the peripheral walls.

Inside, these luminous lines establish a calm and functional rhythm. Recessed elements discreetly conceal technical networks, preserving visual purity. Reflected in the glazed façade, the light lines multiply, creating an illusion of depth and continuity, while their refraction on the polished car surfaces introduces a subtle sense of movement and vitality. This interplay gives the showroom a distinctive presence, perceptible even from a distance.

Above the reception desk, a dynamic, twisting pendant luminaire acts as a focal point, anchoring the space and reinforcing its refined atmosphere. The initial concept also included light gobos on the rear wall, intended to add depth and a celebratory dimension during special events, as well as a blue underglow beneath the vehicles to create a floating, futuristic effect. While these elements were ultimately not implemented due to budget constraints, the realized project fully satisfied the client.

Through precision, restraint, and coherence, the lighting design captures the essence of the Volvo brand, demonstrating how minimal means can produce a strong, lasting visual identity.