Renault UK and Fusion-Events stirred creative minds at Clerkenwell Design Week
Renault Kadjar crossover made UK debut
Fusion-Events, the leading organiser of automotive ‘live’ brand experiences, created an immersive design brand experience to showcase the Renault car brand at this year’s Clerkenwell Design Week where Renault UK was the headline sponsor. Home to more creative businesses and architects per square mile than anywhere else on the planet, Clerkenwell Design Week is truly one of the most important design hubs in the world and the Renault stand stirred the creative minds of the many visitors.
An immersive design brand experience was created by Fusion-Events to allow Renault UK to share the philosophies behind its vehicle design and how it takes cars from concept to reality. This journey is symbolised by the Renault ‘Life Flower’ design strategy with each petal representing a different stage in life – from love, explore and family to work, play and wisdom.
Gianni Mason, managing director of Fusion-Events, commented: “Designed by Fusion Events, with creative input from Renault’s design team in Paris, the two-tier stand took inspiration from the ‘Colour Manifesto’ exhibition at L’Atelier Renault, where the six concept cars representing each petal on the ‘Life Flower’ were brought together on the Champs Elysées to express the renewal of Renault design. The concept car vehicles on the stand at Clerkenwell Design Week were brought to Clerkenwell from Renault’s design studios in Paris.”
Four Renault vehicles were on display – the DeZir and Captur concept cars and the Clio and all-new Kadjar road cars. The Kadjar, Renault’s forthcoming family-sized crossover vehicle, was displayed for the first time in the UK before it goes on sale in the autumn. An advanced interactive iris wall on the stand detected motion, triggered by infra-red sensors, and tracked movement as visitors moved by it. The programme was developed to emulate the goose bumps that are felt during love at first sight – a signature feature on the front and side quarter panels of the DeZir and one that Renault’s design team were inspired by when designing the concept car.
Taking full advantage of the unique attributes of the Farmiloe Building’s main atrium, and using features such as the loading-bay platforms that helped the lead and glass merchants in the mid-to late-nineteenth century, the rest of the range of recent Renault concept cars were on display throughout the area in carefully crafted 1/5th scale replica model format.
Anthony Lo, vice president of exterior design at Renault Design, provided an exclusive insight into the development of Renault’s design strategy. His interactive presentation invited guests to explore the story behind the inspiration, understanding and thought process, from inception to production, of the Renault range.
Fusion-Events also organised a complimentary point-to-point shuttle service around the streets of Clerkenwell. This showcased the hundred per cent electric, two-seater urban Renault Twizy; demonstrating that it is the vehicle designed for the city. With its innovative design and futuristic architecture, Twizy is destined to reinvent city life.
Now in its sixth year, the award-winning Clerkenwell Design Week has firmly established itself as the UK’s leading independent design festival and annually attracts the international design community to this small area of London for three days of exciting events. Each year, Clerkenwell Design Week creates a showcase of leading UK and international brands and companies presented in a series of showroom events, pop-up exhibitions and special installations that take place across the area.
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Notes to Editors:
Fusion-Events is the leading event organiser of automotive ‘live’ brand experiences. On behalf of vehicle manufacturers, retail dealers and fleets, it organises experiential events, product launches, prospect sampling tours, product training and test drives.
The creative marketing consultancy has worked for top automotive marques including Audi, Bentley, Ford, Hyundai, Infiniti, Kia, Mazda, Porsche, Renault and Volvo. Its record test drive sales conversion rate stands at 76 per cent, almost 11 times more than the industry average.
Based in Bedford, Fusion-Events was established in 1989 to organise the famous corporate hospitality fly-drive track days, Driving Ambition. At its peak, the flight schedule of the Robinson R22 helicopter used was as busy as flights at London Heathrow Airport.
For more information, visit: www.fusion-events.com