In Vancouver This Weekend? Check Out The Volvo Midsummer Celebration @ Bentall Centre

July 5, 2024

Volvo Car Canada’s Midsummer Celebration returns for its second iteration in Vancouver, BC from July 5 – 7. Join in a FREE multi-sensory experience rooted in local flora, sustainability and community. Visit the Bentall Centre @ 555 Burrard St. for eco-friendly flower bouquet/crown and seed ball making workshop or take a Midsummer portrait with your fam; you can even test drive a Volvo! For every test drive Volvo will plant a tree with One Tree Planted. To learn more, we chatted with Aleiza Alerta, Director of Marketing & Communications for Volvo Car Canada, to learn more:

Volvo’s Midsummer Celebration in Vancouver is now in its second year. Can you share some highlights from last year’s event and what new experiences attendees can look forward to this year?

We’re so excited to be back for a second year and in a new market like Vancouver. Seeing the response last year was overwhelmingly positive and we knew we had to bring it back, our team is excited to connect with the local community here in Vancouver.

The flower crown workshops and Volvo Test Drives were a big hit last year. With every test drive of a Volvo vehicle during Midsummer and at local retailers throughout the summer, a tree will be planted in association with One Tree Planted. This is a special initiative we are bringing back this year. 

This year, guests can expect bouquet-building workshops with Twiggage & Bloom, Midsummer Family Portraits capturing the floral essence of the weekend. They can make eco-friendly seed balls with Perennial Gatherings, and everyone’s favourite, floral crowns with The Flower Petalerand more.

The celebration emphasizes sustainability and local community involvement. Can you elaborate on the partnerships with local floral vendors and the significance of featuring local flora in the event?

Sustainability is rooted in the Volvo brand and the Swedish Midsummer tradition – and so we’re bringing this purpose to life in meaningful ways throughout the weekend’s celebration.

To celebrate Midsummer in a way that is meaningful to us, we wanted to support local florists, growers and organizations in a way that is meaningful to them. 

This year we are partnering with Bloomier, a zero-waste floral studio in West Vancouver, to repurpose all event florals and give back to the community, eliminating foam and plastic materials.

Additionally, we are collaborating with local bee farmers, Alveole to sponsor a new beehive that will live at the Bentall centre and help the bee community thrive here in Vancouver.

Volvo Car Canada’s commitment to plant a tree for every test drive is a notable initiative. Can you discuss the collaboration with One Tree Planted Canada and how this aligns with Volvo’s overall sustainability goals?

Sustainability is a priority at Volvo Cars with an ambition to always lead by to example through its operations, vehicles and in society.   

Volvo is committed to being a leader in EV by:

  • Committing to reach net zero greenhouse gas emission by 2040
  • By 2025, Volvo will strive for 25 per cent of the material in new Volvo cars to consist of recycled and bio-based content, as part of its ambition to be a fully circular business by 2040;  
  • All Volvo cars now have an electrified version, and the company plans to only offer fully electric vehicles by 2030.  

Since the automotive industry is part of the problem of climate change, it is Volvo Cars’ responsibility to transform and be part of the solution.

Working with One Tree Planted is something we deeply value and is great way to have positive environmental impact in important and meaningful ways.

The event includes various family-friendly activities, such as build-a-bouquet workshops and eco-friendly seed ball making. How do these activities reflect Volvo’s brand values and mission?

Midsummer, a highly celebrated event in Sweden, is the tradition of welcoming the warmth and long summer days with friends and family. Volvo Cars is bringing Midsummer to life in true flora fashion with the Volvo Midsummer Celebration.   

Volvo Cars is working alongside Bloomier and other local growers to showcase the best of our local flora, from growers, artists and designers whose values and practices are rooted in sustainability and community. 

By partnering with like-minded community organizations to offer eco-friendly workshops, our guests are able to take a piece of Midsummer home with them. 

Volvo is partnering with Bloomier and Alvéole to repurpose event florals and support urban beekeeping. Can you talk about the impact of these initiatives on the local community and the environment?

Bloomier and Avéole are two organizations we felt drawn to because of their strong ties to giving back to the community. We aim to collaborate with partners that share similar core values and these two organizations do just that. They work to act responsibly and thoughtfully in the community with sustainably at the core and this is something we resonate with. 


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