Dan Dorell, Lina Ghotmeh and Tsuyoshi Tane’s diverse architectural backgrounds and enthusiasm for new construction projects saw them win Renault’s 2010 open competition. Designed as a kit to transport and tour more than 20 cities around the world until 2015, including Geneva, Frankfurt, Algiers, Shanghai, Barcelona and Buenos Aires, the unique concept is more curvaceous and feminine than its predecessors.
The instantly recognisable, warm and welcoming stand asserts its position as a manufacturing leader and reflects the core values of this popular champion and its cars that suit any lifestyle. The goal was to spark emotion at first sight, act as the nerve centre for Renault’s identity and ensure each visitor has a unique and memorable experience.
A concept in motion
DGT uncovered a common value among the concept cars, estates, sporty numbers and electric city cars (all displayed on the stand): motion. But the question was how to translate the feeling of motion to a stand? Faced with the majority of stands’ flat surfaces which make it difficult to show the cars at their best, they decided to make the layout the key part of their project. Two hills are the first things you notice around the stand. Concept cars or new vehicles spin on rotating platforms at the top. On the sides, the concentric vehicle layout shows different sides to them depending on where you’re standing. The visitor can admire the manufacturer’s new models on either side of the central aisle. The floor and ceiling lighting enhance the feeling of motion created by the 3D layout. Balls of light move as one and simulate the movement of the waves whilst subtly changing colour. Brand identity images appear on the huge LED screens to create the desired atmosphere.
