Le défilé renault ® the carwalk: a brand new flagship devoted to automotive pop-culture on the Champs-Élysées

The Renault ® The Carwalk is Reinventing the Champs-Élysées

The opening of le défilé renault ® the carwalk is the subsequent step within the model’s renewal, reflecting its ambition to “rewrite the city and cultural historical past of Renault on the Champs-Élysées”. Not like its opponents, Renault has determined to stay on probably the most stunning avenue on this planet, opening a hub devoted to mobility and popular culture. This decisive alternative underlines Renault’s ambitions to place itself on the coronary heart of a nation that’s open to the world, and to handle the sweeping modifications skilled by the automotive business at the moment.

The brand new flagship reveals how Renault sees the automotive future: an immersive expertise, an echo of the previous and a imaginative and prescient of tomorrow, a spot for sharing that additionally conjures up a way of marvel. This reinvented flagship seeks to showcase innovation and design in an iconic however pleasant house. The constructing is a historic landmark, because it was right here in 1910 that Louis Renault grew to become the primary automobile producer to open a showroom on the Champs-Élysées.

With its daring structure, the venue has mirrored the model’s up to date edge over time. Renault has all the time been current at 53 avenue des Champs-Élysées, creating ideas that reside on within the collective reminiscence: the Renault Pub of the Sixties, and Atelier Renault within the early 2000s. These celebrated venues contributed to creating the Champs-Élysées probably the most stunning avenue on this planet.

Following three years of works, this iconic showcase is having fun with a rebirth with a brand new id as a hub devoted to automotive popular culture.

“The Renault parade ® the carwalk embodies Renault’s transformation. Positioned on the coronary heart of the world’s most stunning avenue, it’s designed to be hybrid and modern, open to everybody. It’s a setting the place the model’s universe involves life: its fully renewed product vary over the previous 4 years, in addition to its wealthy automotive heritage. It additionally displays our ambition to deliver Renault again into folks’s hearts by providing bodily, ‘human,’ and emotional experiences, in step with our automobiles designed for residing. Conceived as each a showroom and a real residing house – with a restaurant, a boutique, and a cultural and occasion program – land Defile Renault ® the carwalk locations discovery and pleasure on the very heart of the client journey.”

Fabrice Cambolive, CEO Renault model and Chief Progress Officer Renault Group

A contemporary, multi-faceted hub bringing automotive popular culture to life

Way over only a showroom, le défilé renault ® the carwalk is a recent venue protecting an space of over 2,260 m² within the centre of the Champs-Élysées, designed as a laboratory for tomorrow’s mobility options. Flowing design strains contribute to a pleasant atmosphere, encouraging guests to walk round and expertise the completely different areas: an open central space, The Originals merchandising retailer, a terrace café and a spiral ramp showcasing present autos within the vary, in addition to iconic fashions and idea automobiles.

Named the “carwalk” – a nod to the “catwalk” of the high fashion world – the spiral ramp is positioned within the centre of the constructing for an inspirational influence. Resembling an infinite winding highway, 170m lengthy, additionally it is an allegory of the freeway, suggesting the playground and vary of expression of the Renault model. With a gradient of beneath 4%, the ramp is accessible to everyone, together with PRMs, inserting the customer centre stage.

Cautious consideration was additionally given to the design of the Renault brand. Suspended from the highest flooring overlooking the Champs-Élysées, two enormous metal diamonds transfer slowly by means of house, coming collectively each hour. With this spectacular show, the model is searching for to deliver its visible id to life, enjoying with the form of its brand right down to the architectural particulars. This method can also be mirrored by the wall panelling, which options geometric diamond shapes, a symbolic and visually engaging match with the brand.

“Our ambition is to encourage actual, shared emotion. Renault has all the time been a way of life model with a spot in our collective reminiscence. With le défile renault® the carwalk, we now have developed a real unifying expertise, devoted to our historical past and specializing in the longer term.”

Arnaud Belloni, World Chief Advertising Officer Renault

Distinctive structure by Franklin Azzi

Chosen from 4 architectural corporations of worldwide renown, Franklin Azzi developed an formidable imaginative and prescient, reflecting Renault’s DNA.

Defending the concept of “world structure”, Franklin Azzi is skilled in large-scale initiatives encompassing a full vary of features, from structure to inside design. For this undertaking, his method was distinctive: a minimalist exterior – clear strains with a big glass façade of 185 m² and no visible obstacles – and a radical inside organised across the carwalk or spiral ramp. A powerful architectural assertion that provides the venue its id.

From the outset, Franklin Azzi needed to arrange a monitor within the centre of le défilé renault ® the carwalk, making the most of the positioning’s distinctive spatial potential. Showcasing the excessive, flowing volumes, Azzi created a clear, simplified inside, bringing out the spectacular particulars of the structure. Drawing his inspiration from museums and artwork centres, he got down to create a constructing of distinctive architectural fashion. He additionally discovered different sources of inspiration within the designs of architects who’ve left their mark on automotive historical past.

From the body supporting the ramp, involving complicated gypsum mouldings, to the oak cladding and the strain members suspending the ramp from the vault, every part is a part of this distinctive venue, contributing to mild, motion and the sensory expertise. In le défilé renault ® the carwalk, Franklin Azzi has created an architectural feat that’s each elegant and delicate. Guests don’t really feel instantly overwhelmed.

“I needed quantity 53 Champs-Elysée to be rational and pragmatic by way of its structure, whereas additionally delivering an emotional and immersive expertise. A necessary and unforgettable buyer journey, a vacation spot, an iconic tackle.”

Franklin Azzi, Franklin Azzi architectural company

A personalized showcase accessible to everyone

Premium, elegant and eco-responsible supplies

French refinement is central to the idea of the carwalk. A high quality mirrored within the structure, end and supplies. The quiet magnificence of the supplies (mild oak, quartz concrete, gypsum moulded instantly onto the ramp, steel constructions in gray metal, and so on.) create a refined, high-tech end. The suspended gypsum-coated ramp is a marvel of expertise, handmade by the staff of plasterers, whereas the wooden panelling on the partitions brings to thoughts Renault’s famend diamond brand.

Deploying an eco-responsible method, the lighting is minimal, subtly highlighting however not overpowering the inside structure. On this manner, Renault is reaffirming its standing because the final automobile producer on the Champs-Elysées, with architectural decisions which might be express however by no means gratuitous. Whereas the suspended ramp instantly catches the attention, using the wooden can also be a key characteristic. Using wooden provides a welcome sense of heat, bettering acoustic consolation and contributing to the stability between minimalist aesthetics and a pleasant atmosphere.

Le défilé renault ® the carwalk was designed as a cultural hub open to artwork, style, music and literature, with premium supplies underpinning pure architectural strains, and distinctive craftsmanship. All these elements make it a part of a usually French life-style that can also be key to Renault’s id.

The custom-made furnishings is an in depth match with the primary supplies used within the undertaking, corresponding to powder-coated steel, black-tinted glass, oak, enamelled lava and black leather-based.

A residing, modular house

Le défilé renault ® the carwalk is designed to enchantment to all audiences, with a spread of occasions altering the best way we take into consideration automobiles. Briefly, it’s a residing, open house that twists the idea of a automobile showroom, though many historic fashions and idea automobiles will probably be on show. Designed to maneuver with the occasions, the carwalk is a modular showcase, capable of host exhibitions, live shows, screenings, conferences, workshops, and so on. The ramp, mezzanines, open central space and “Place des Libertés” VIP zone are platforms able to be become levels, galleries or dialogue areas, with the capability to accommodate a big viewers.

Complying with the brand new guidelines relevant to pedestrians and cyclists on the Champs-Élysées, the out of doors terrace, will give the venue a stronger native profile. Renault is eager to make the carwalk a preferred venue with vacationers and Parisians alike, enjoying a task within the transformation of the Champs-Elysées and a brand new method to city residing, with cultural and social initiatives.

Le défilé renault® the carwalk will characteristic in an unique documentary that’s scheduled to air on the CANAL+ platform on 7 October. Telling the story of probably the most stunning avenue on this planet in 4 episodes, the programme will spotlight Renault’s uninterrupted presence on The Champs-Élysées since 1910, alongside different main producers.

SOURCE: Renault Group