The Paris Motor Show is the biggest motor show in terms of visitor numbers (1.2 million) and is covered by 13,000 accredited journalists. This year, Volvo was in the limelight with the new XC90.Volvo stood out like never before. Not only the car was spectacular, so was the exhibition stand that we at SCPGREY have been working on for the past year. The brief from Volvo Cars was: Do something out of the ordinary, something we’ve never seen before. Unlike all the other car makers, we showed only a single car. It was encircled by nature scenery filmed in 8K and projected onto a 3-metre high, 100-metre long 360° screen, which took visitors on a journey around Sweden and Swedish nature while sun, snow, rain and fog came down on the car.With only one car at the stand, it was key to maintain the visitor’s interest. We did this for example with interactive games that communicated safety, an Oculus Rift experience (by LBi), entertaining podcasts, music, a life-sized hologram showing the XC90 R-Design, user interface displays and much more.The stand attracted a great deal of attention for the overall experience and quality down to the finest detail.And the icing on the cake? Zlatan Ibrahimović visited the stand on the first press day.