An unorthodox approach to auto show stand design is turning heads in Paris, Owen Lynch reports
October 3rd, 2012
“The goal was to spark emotion at first sight” explains the architectural team behind this immersive, travelling auto showcase for Renault.
Effectively thumbing their nose at the traditional fair stand design typologies, Dan Dorrell, Lina Ghotmeh and Tsuyoshi Tane (DGT) have addressed the concept of movement in what is intrinsically a very regulated and static environment.
In the design concept phase they uncovered the common value between concept cars, family ’estates’, sports vehicles and eco-electric city cars to be: ’motion’.
Building this into their design the team set about creating a fully-fledged experience rather than just a display platform. At 4312 m² this is a substantial build, coupled with the fact that the display will travel to 20 cities across the globe over a 3 year period. With this in mind “The Bump” is designed to perform its duties sustainably as well as prove adaptable – adjusting to suit various sites across Europe, South America and Asia.
Launched in France last week at the famed Paris Motor Show, “The Bump” is comprised of two rolling “hills” upon which the automobiles are displayed concentrically. With some models rotating, changes in atmospheric lighting overhead and dynamic projections on surrounding walls – the project is at once ambitious and engaging.
Having transformed their brand’s ethos under the slogan “Drive the Change” Renault are hoping to reap considerable reward from this gargantuan undertaking.
“We want the general public to experience the change during the 2012 Paris Motor Show. We want the experience to be as clear and friendly as possible by welcoming visitors to a new world.” Says Global Marketing and Communications Director for Renault, Stephen Norman.
Incorporating extensive back-of-house facilities, as well as showcasing vehicles “The Bump” can accommodate guests in meeting rooms, pop-up cafes, merchandise boutiques and breakout areas that are discretely concealed behind the vast projection screens that skirt the main floorspace.
Images © Takuji Shimmura
DGT
A searchable and comprehensive guide for specifying leading products and their suppliers
Keep up to date with the latest and greatest from our industry BFF's!
The Sub-Zero Wolf showrooms in Sydney and Melbourne provide a creative experience unlike any other. Now showcasing all-new product ranges, the showrooms present a unique perspective on the future of kitchens, homes and lifestyles.
Sub-Zero and Wolf’s prestigious Kitchen Design Contest (KDC) has celebrated the very best in kitchen innovation and aesthetics for three decades now. Recognising premier kitchen design professionals from around the globe, the KDC facilitates innovation, style and functionality that pushes boundaries.
As the only Australian award recipient, Fulton Trotter Architects’ Noosa Flexible Learning Centre project was announced the Project of Distinction: New Construction winner as part of the 2015 Association for Learning Environments (formerly CEFPI) Annual Conference and Expo in San Diego in November.
Grab a copy of Habitus 03, on sale today! The latest issue has a diverse selection of products, people and projects to delight and inspire. Habitus has travelled the Region to bring you insights from a range of creative personalities including Australian architectural photographer, John Gollings, Singaporean graphic designer, Theseus Chan and New Zealand architect, […]
The internet never sleeps! Here's the stuff you might have missed
By adding Muuto to its roster as Singapore’s only retailer, XTRA not only celebrates the enduring appeal of Scandinavian design – it heralds a whole new perspective on its universally appealing legacy.
Artificial intelligence is one of the defining issues of our time. Here are five ideas articles addressing the anxieties and possibilities of the technology in design.