“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

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