Renault refreshes its showroom on the Champs Élysées

Formerly Pub Renault, the new name reflects this reimagined space: Renault Parade – “the carwalk Renault”

Pioneer and visionary, Renault was the first manufacturer to establish its showcase in 1910 on the Champs-Élysées in Paris to welcome customers during the Auto Show, which at the time was held at the Grand Palais. From the first exhibition store at the beginning of the century to L’Atelier Renault in 2000, including the Pub Renault from 1962, Renault’s history is inherently linked to a presence on the Champs-Élysées, whose prestige and attractiveness make it a strategic symbol for the brand.

In a context of renewing the site’s lease agreement for 12 years, Renault now aims to revolutionize its iconic showroom in the heart of the world’s most beautiful avenue and support its re-enchantment project.

With nearly 1.8 million visitors per year on average, this international symbol of the brand is currently undergoing its fourth transformation with the creation of a brand-new signature showcase that reinterprets in a contemporary way the pioneering concept of “a place to live,” first introduced at opening.

Renault Living Space

The renewal of this space, conceived as a “laboratory” for mobility solutions, also exemplifies the profound transformation undertaken by the brand as part of the Renaulution strategic plan.

The site aims primarily to offer a different perspective on mobility of tomorrow and strengthen Renault’s unique relationship with its customers. It will include a permanent exhibition of 18 vehicles and an agora located at the heart of the structure where conferences, rotating exhibitions, and live broadcasts will take place. The Libertés Square will enable Retail Renault Group¹, which plans to redeploy intra-muros sites by 2030, to offer customers customized test drives and preview vehicle presentations. Customers will also have the option to finance, purchase, and rent new or used vehicles on site. An after-sales service will also be available.

Visitors will find the physical store of branded merchandise the originals renault store and will be able to access the restaurant whose back terrace will be reopened to host up to 154 guests (indoor and outdoor).

Finally, the building and its various spaces can be privatized by third parties for event organization.

New Location, New Identity

When the exhibition and sales space was created in 1910, its name referred only to an address. The subsequent names were carefully chosen to highlight the evolution of the different concepts representing the brand at their respective times.

In 1962, a revolutionary new concept emerged in Europe, focusing more on the brand and its image than on the products. A meeting place centered around an automobile brand, even more creative and expressive while remaining as modern and visionary as in 1910: the Pub Renault was born, inspired by the French word “publicité” and the same English term “pub.” The era of cars to live begins. In 2000, the location, inspired by 90s industrial aesthetics, was renamed L’Atelier Renault, reflecting the new advertising slogan “Renault, creator of automobiles.”

Today, Renault is once again reinventing the architecture of the space and its concept. The future high-end showcase for the brand will adopt a new name: the Renault parade – the carwalk Renault.

This new name highlights the brand’s expertise and illustrates its ambition to become a meeting and exchange place, allowing each visitor to take part in Renault’s “living” parade.
The pun in the English version of the name (carwalk) nods to haute couture fashion shows (catwalk podium).

The logo, designed to connect directly with the architecture of the space, refers to its central spiral, oval, and organic structure, breaking away from static exhibition norms.