Historic and strategic presence

A pioneer and a visionary, Renault was the primary car producer to open a showcase on the Champs-Élysées in Paris in 1910. The concept was to welcome clients visiting the Paris Motor Present held on the close by Grand Palais.

The Renault journey is traditionally linked to the model’s presence on the Champs-Élysées, from the primary showroom on the flip of the twentieth century to the Renault Pub in 1962 and L’Atelier Renault in 2000. The status and attraction of this tackle give it actual which means as a strategic image for the model.

Following the renewal of the lease for an additional 12 years, Renault determined to rework this iconic showroom on probably the most stunning avenue on the earth and help its plans to recreate the magic.

A world image of the model, the location welcomes nearly 1.8 million guests a 12 months on common. And as we speak it’s present process the fourth transformation in its historical past. The brand new signature showcase provides a recent twist to the pioneering idea adopted by the venue from the outset as a “residing area”.

“The automotive sector goes via one of many greatest revolutions in its historical past, with the arrival of electrical automobiles, cutting-edge onboard know-how, transformations in mobility, sustainability, and extra. At Renault, we’re proud to have fun our 125 years of experience and to share a imaginative and prescient of the automotive that’s human, impassioned, worldwide and fashionable . We see it as our position to be on the very centre of our clients’ lives. Being current on the Champs-Élysées, symbolising a nation open to the world, is a pure alternative. And it’s an ideal illustration of how we see tomorrow’s automotive of the long run: as an expertise, an echo of the previous and imaginative and prescient of the long run, a shared idea inspiring a way of marvel.”

Fabrice Cambolive, CEO Renault model

A multi-purpose residing area

The renewal of this web site, designed as a ‘testing floor’ for mobility options, is a part of the sweeping transformation undertaken by the model as a part of the Renaulution strategic plan.

The principle ambitions are to indicate the mobility of the long run from a unique perspective and to strengthen Renault’s distinctive relationship with its clients. The positioning will function a everlasting exhibition of 18 automobiles with an agora or assembly place on the centre, for conferences, rotating exhibitions and dwell broadcasts. Retail Renault Group¹ will likely be internet hosting customised shows and previews of its automobiles in Place des Libertés. It’s at present planning to redeploy all its websites in central Paris by 2030. Clients will have the ability to finance, purchase or lease a brand new or used car on the spot. An after-sales service will even be out there.

Guests will even discover the originals renault retailer with its vary of brand name merchandising, and a restaurant with a separate terrace that will likely be reopened to accommodate as much as 154 friends (inside and outside).

Lastly, third events will have the ability to e-book the constructing with all its constituent areas for personal occasions.

A brand new place celebrated by a brand new identify

When the exhibition and gross sales venue first opened their doorways in 1910, the identify referred merely to an tackle. Nevertheless, subsequent names have been all chosen to replicate the altering ideas expressed by the model in every period.

In 1962, Europe noticed the arrival of a revolutionary new idea, specializing in the model and its picture fairly than on the merchandise. The positioning turned a gathering place for the model, taking a extra artistic and expressive method whereas remaining as fashionable and visionary because it was in 1910. This was Pub Renault, impressed by the French phrase ‘publicité’ (promoting) and the English phrase ‘pub’. The period of ‘vehicles for residing’ was below method. In 2000, taking its inspiration from the economic aesthetic of the 90s, the location was renamed L’Atelier Renault, reflecting the brand new promoting slogan “Renault, creator of vehicles”.

Right this moment, Renault is reinventing the structure and idea of the location as soon as once more. The model’s future top-end showcase has one other new identify: le défilé Renault – the carwalk Renault™.

The brand new identify refers back to the model’s experience, reflecting the location’s ambition to be a spot the place individuals can meet and change concepts, the place each customer will be a part of Renault’s ‘residing’ present. The play on phrases within the identify (carwalk) is a reference to high fashion style reveals (catwalk).

The brand expresses a direct hyperlink with the location structure and the natural, oval spiral within the centre, breaking with the codes of static shows.

 Digital know-how to find future actuality

Pending the reopening of its future flagship, Renault has developed a digital twin with Publicis Sapient, a digital transformation consultancy. Positioned in a complicated digital world, the digital twin affords infinite prospects. Whereas it’s trustworthy to the idea developed by architect and designer Franklin Azzi, it nonetheless takes a number of artistic liberties, together with a 14-storey spiral (carwalk) presenting 85 Renault fashions.

Retracing 125 years of brand name historical past, this new digital world takes guests on an interactive journey, permitting them to stroll round to see all of the fashions, from the oldest to the newest within the vary (Megane E-Tech electrical, Austral E-Tech full hybrid, Espace E-Tech full hybrid, New Clio, Prototype R5 E-Tech electrical, 4ever Trophy E-Tech electrical and Scenic Imaginative and prescient). A drop-down menu takes them on to the car of their alternative.

Guests may also take a sneak peek on the future restaurant and go to the store the originals renault retailer to purchase model merchandise.

They will create their very own personalised avatar and work together with different customers through the general public or non-public chat, or utilizing the built-in microphone system.

The digital twin was developed utilizing cutting-edge Pixel Streaming know-how, backed by Unreal Engine. Unreal Engine is the world’s most open and superior real-time 3D creation software, used to develop in style video video games corresponding to Fortnite. This know-how makes it attainable to create photoreal visuals and ultra-realistic immersive experiences.

The ambition of this digital twin is to grow to be a house for all on-line communities, bringing the digital expertise to as many individuals as attainable. The modular platform will acquire additional upgrades to have interaction customers and create market alternatives in keeping with the model’s web3 technique.

“Renault is as soon as once more addressing the problem of the dialogue between the true and the digital. With this digital twin, we’re confirming our place as know-how leaders and pioneers in immersive experiences and digital providers.”

Arnaud Belloni, International Chief Advertising Officer for the Renault Model

The digital twin is now out there everywhere in the world on any gadget with an web connection at thecarwalkrenault.com or with a QR code.

A number of languages can be found: French, English, Spanish, Portuguese, Italian and German.

A brand new period in a recent setting

Renault’s new showcase within the coronary heart of Paris was made attainable by Franklin Azzi, an internationally famend French architect and designer. Renault chosen his undertaking for its shut match with the model’s aesthetic and technical ambitions. Franklin Azzi took a worldwide method to the undertaking, from design to completion, by way of each the architectural proposal and his imaginative and prescient of an experiential buyer journey.

Franklin Azzi works from his observe, arrange in Paris in 2006. His cross-cutting model interweaves viewpoints and disciplines, for an method to design and building that’s relevant to all scales and areas. As a designer–builder, Franklin Azzi brings the identical stage of dedication to each design, from the most important tasks to the tiniest particulars, whether or not for public or non-public fee, in France or different international locations.

As a part of his work, Franklin Azzi provides new life to constructed heritage (Tour d’Argent restaurant; Temple), creates residing and dealing areas for the long run (Messager, Toko, The Bureau), rethinks city improvement whereas taking account of present buildings (Halles Alstom in Nantes, Beaupassage for Emerige) and develops dismountable and cellular buildings (the rooftop terrace at Galeries Lafayette). All these locations replicate the identical sustainable, modern method, tailor-made to the wants of finish customers.

Franklin Azzi doesn’t pursue a proper method. His structure is minimalist in its aesthetic and maximalist in its superior functionalities and environmental high quality, defending a return to ‘widespread sense’. Reflecting the architect’s capability to create and innovate via re-use, the transformation of the Montparnasse Tower sums up Azzi’s imaginative and prescient of a metropolis that’s vertical, energy-efficient open and resilient. This undertaking was carried out by La Nouvelle AOM (Franklin Azzi Structure, Chartier Dalix Architectes and Hardel Le Bihan Architectes).

For Renault, Franklin Azzi designed 2,000 m² of exhibition area open to the general public with a 170-metre loop forming an ascending path to the totally different ranges. This architectural format, which can also be mirrored within the emblem, is a nod to the race observe.

With its top-of-the-range designer furnishings, understated supplies, properly designed lighting  and clear facade, the brand new web site will combine modern and conventional styling. From 2025, guests from France and different international locations will to have the ability to expertise the world of Renault in a totally new method, as a part of an method that’s each open and private.

“The target is to create a residing area, a, easy, intuitive, and emotional expertise marker that can reveal the model and ship an unmissable and unforgettable buyer journey round an iconic web site. The carwalk is the spine of the undertaking, making a hyperlink not solely between the varied areas and programmes, but additionally between eras. As if on a timeline, the automobiles which have marked Renault’s historical past sit alongside these that can form its future. The “huge loop” is a high-tech useful idea that additionally has a poetic aspect. Taking the type of a “unending street” disappearing into the ceiling, it symbolises Renault’s ambition to go even additional in its fixed quest for innovation. This unique architectural idea embodies the Group’s values of freedom, mobility and sustainability. It’s a distinctive place that demonstrates the idea with energy and readability, the place everybody can expertise the carwalk.”

Franklin Azzi, architect and designer

Key figures: le défilé Renault – the carwalk Renault™

• 2,258 m² of flooring area
• 2,000 m² of exhibition area open to the general public
• 170 linear metres of carwalk
• 185 m² for the clear facade
• Class 3 public entry constructing
• 100% accessibility for PRM²(most gradient of 4%)
• 5 customer areas

1- Retail Renault Group, a wholly-owned subsidiary of Renault Group
2- Individual with Decreased Mobility

SOURCE: Renault