After three years of renovation work, Renault is back on the Champs-Élysées with “le défilé renault the carwalk,” an iconic new generation store.
The new space dedicated to automotive pop culture shows how Renault envisions the automotive future: an immersive experience, an echo of the past, and a vision of the future, a sharing place that also inspires a sense of wonder.
This newly reinvented space of the French brand seeks to showcase innovation and design in an iconic yet welcoming location. The building is a historical landmark, as it is the same facility where in 1910, Louis Renault became the first automobile manufacturer to open a showroom on the Champs-Élysées.
Much more than just a simple showroom, “le défilé renault the carwalk” is a contemporary space of over 2260 m², in the heart of the Champs-Élysées, designed as a laboratory for future mobility solutions. The fluid lines of the design contribute to a welcoming environment, encouraging visitors to stroll and experience the different areas: an open central zone, the merchandising store The Originals, a café with a terrace, and a spiral ramp that showcases the current vehicles in the range, as well as iconic models and concept cars.
Named “carwalk” – a reference to the “catwalk” of the haute couture world – the spiral ramp is located in the center of the building to create an inspiring impact. Resembling an endless winding road, at 170 m in length, it is also an allegory of the highway, suggesting the playground and the range of expressions of the Renault brand.
The French brand has also paid special attention to the design of the Renault logo. Suspended on the top floor, overlooking the Champs-Élysées, two enormous steel diamonds slowly move through the space, coming closer each hour.
With this spectacular display, the brand seeks to bring its visual identity to life, playing with the shape of its logo and even the architectural details. This approach is also reflected in the wall panels, which feature geometric diamond shapes, a symbolically and visually appealing combination with the logo.
“Our ambition is to inspire real and shared emotions. Renault has always been a lifestyle brand with a place in our collective memory. With ‘le défile Renault the carwalk’, we have developed a true unifying experience, faithful to our history and focused on the future”, said Arnaud Belloni, Global Marketing Director of Renault.
