Volvo did the unexpected at the LA Auto Show—they exhibited without displaying any of their vehicles. Why? To focus on the “future of mobility” and showcase their technology partnerships and connected services. Pinnacle worked with Volvo to design and execute this unique concept. Instead of creating large displays for Volvo vehicles, we utilized their real-estate at the show for smaller vignettes and areas for discussion. A full team of Volvo brand ambassadors led conversations with customers about the future of mobility and Volvo’s latest technology partners and services. Central to the space was a custom art piece that read “this is not a car”—sparking all sorts of conversation and buzz among attendees and media.