An immersive journey through history, innovation and entertainment to introduce the new Volvo EX60 and Volvo EX60 Cross Country.

Rome, June 18, 2026 – One of the Eternal City’s most iconic and majestic landmarks was transformed into an immersive stage where history, technology and future vision came together. Within the historic Stadio dei Marmi, a symbol of Italian sport and Rome’s timeless beauty, FREE EVENT conceived and produced an unprecedented live show to unveil the new Volvo EX60 and Volvo EX60 Cross Country, while celebrating the partnership between Volvo Car Italia and Sport e Salute, established to promote innovation, sustainability and people’s well-being.

The creative concept was born from the desire to turn the launch of a new vehicle into a fully immersive storytelling experience, enhancing the extraordinary monumental setting while amplifying the symbolic value of an international vehicle reveal.

The Stadio dei Marmi became the heart of a sensory narrative designed as a progressive journey. At the center of the arena, a large glowing orange sphere welcomed guests upon arrival. Enhanced by the warm light of the Roman sunset, the installation blended symbolically with the sun on the horizon, creating a suspended, evocative atmosphere accompanied by a contemporary electronic soundscape.

Gathered around the central installation, guests were immersed in a participatory experience designed to narrate a new era of mobility through a performance structured into four distinct acts. Spherical video mapping, immersive projections, laser effects, sound design and live artistic performances translated the core values of the new Volvo EX60 into an emotional experience: safety, electrification, innovation, design and connectivity.

The performance opened with Balance, an act dedicated to equilibrium and control. Suspended performers traced elegant aerial trajectories around the sphere, embodying the advanced safety systems and intuitive technology that define Volvo’s new generation of vehicles.

The second act, Flow, transformed the stage into a representation of energy in motion. Acrobats and performers animated the space through continuous jumps, dynamic trajectories and fluid movements, while the sphere evolved into a pulsating core visualizing the flow of electric energy—a metaphor for the range and efficiency of the new EX60.

The third act, Sense, introduced the show’s most emotional dimension. Flowing fabrics and scenic sails created a soft, enveloping landscape that expressed Scandinavian design, comfort, sustainability and the human-centered philosophy at the core of the Volvo identity.

With Connection, the fourth act, technology became visual language. Performers and illuminated LED ropes generated a dynamic network of connections throughout the arena, symbolizing the increasingly sophisticated relationship between people, vehicles and digital innovation.

The grand finale involved the entire Stadio dei Marmi, transformed into a living stage through an elaborate lighting design that highlighted the monumental statues surrounding the arena. Following a sudden blackout that left the audience immersed in silence, a theatrical Kabuki reveal unveiled the heart of the event: the new Volvo EX60 and Volvo EX60 Cross Country emerged from within the sphere as if born from a nucleus of pure energy, creating a spectacular and unforgettable reveal that symbolically marked the beginning of a new chapter in the Swedish brand’s electric mobility journey.

Among the show’s most captivating moments, a Candlelight Concert transformed the arena into a landscape of thousands of points of light, where live music and illumination became a metaphor for conscious, sustainable and deeply human energy. The performance offered an emotional interpretation of Volvo’s vision for the future of mobility while guiding the audience toward the evening’s climactic reveal.

“In a one-of-a-kind venue such as the Stadio dei Marmi, we created a visual dramaturgy capable of expressing the very essence of Volvo: elegance, innovation and a vision of the future. We conceived a narrative journey divided into four scenic acts, where history and technology engage in dialogue through spherical video mapping, immersive lighting design, performers wearing LED costumes and emotionally powerful moments such as the Candlelight Concert. The result was an emotional story that transformed one of Rome’s most iconic landmarks into a contemporary stage dedicated to the new era of electric mobility,” said Andrea Camporesi, CEO and Creative Director of FREE EVENT.

With this project, FREE EVENT once again confirms its expertise in designing highly immersive, emotionally engaging experiences that transform product launches into powerful cultural narratives, enhancing the identity of brands, the heritage of extraordinary locations and the universal power of emotion.