Renault has returned to the Champs-Élysées after three years away. The famed French brand has had a flagship showroom on Paris' most famous street since 1910, but for the past three years, it has been under renovation. Now, Renault is back in business on the most famous boulevard of them all.
What's new about the Renault showroom?
The biggest change at 53 avenue des Champs-Élysées is the central display, which is now built around a massive 170-metre spiral ramp, which isn't, according to Renault, a 'catwalk' but is actually a 'carwalk'.
Designed to resemble an endless winding road, the ramp has a four-degree angle, making it accessible and comfortable for a wide range of users.
Called, officially, 'le défile renault' the spiral display area has been designed by architect Franklin Azzi, who said: “I wanted number 53 Champs-Elysée to be rational and pragmatic in terms of its architecture, while also delivering an emotional and immersive experience. An essential and unforgettable customer journey, a destination, an iconic address.”
What else is new about the building?
Well, on a technical level there's 2,260 square metres of display space and a massive 185 square metre glass frontage. There's also a huge Renault logo, made of two massive steel diamonds which hang from the ceiling and which are motorised — as they move, they come perfectly together once an hour to form the complete logo. You'll find lots of Renault diamond logo shapes scattered around the rest of the building.
What's on display?
Some cars, obviously. No, seriously, Renault is highlighting the new electric Renault 4 for the showroom's grand re-opening, featuring displays of the new model, the 1961 original and its descendants, and a glimpse into the near future with the four-wheel drive concept version. There will be plenty of other Renault models on display as well, and the plan is to have a solid mix of classic, current, and concept cars on rotation. Think of it as a smaller version of the new Renault museum at Flins, on the outskirts of Paris.
Of course, it's not just about the cars. Renault wants its new home in the centre of Paris to be a cultural hub, equally open to art, fashion, music, and literature events as it is a showcase for vehicles.
“Le défilé renault; the carwalk embodies Renault's transformation. Located at the heart of the world's most beautiful avenue, it is designed to be hybrid and innovative, open to everyone. It is a setting where the brand's universe comes to life: its completely renewed product range over the past four years, as well as its rich automotive heritage. It also reflects our ambition to bring Renault back into people's hearts by offering physical, 'human,' and emotional experiences, in line with our cars designed for living. Conceived as both a showroom and a true living space - with a restaurant, a boutique, and a cultural and event program - le défilé renault the carwalk places discovery and pleasure at the very centre of the customer journey” said Fabrice Cambolive, CEO Renault brand and Chief Growth Officer Renault Group.