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For years, range anxiety has been a barrier to mass adoption of electric vehicles. All too often, the automotive industry responded with caution, tending to deliver launches that tiptoed around the category’s most persistent anxiety rather than confronting it head-on. The Volvo EX60 launch event instead created a live immersive brand experience built around a single practical illusion: the stationary EX60 appearing to literally never stop. Achieved through the precise synchronisation of a 26-metre screen, robotic turntables and custom-engineered wheels with spinning rims, and staged at Stockholm's Artipelag gallery and broadcast live around the world, it set a new benchmark for what an automotive brand experience could be.