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L’Atelier Renault undergoes a metamorphosis to present the design renewal of Renault, from DeZir to Initiale Paris. The Renault Design Colour Manifesto is an exhibition bringing together the six concept cars expressing the renewal of Renault design in a spectacular light show.
When Laurens van den Acker, Senior Vice-President, Corporate Design, joined Renault in 2010, he set out a new vision of the brand’s future, based on the human life cycle.
He presented a strategy in the form of a daisy, with each petal corresponding to a key moment in life (falling in love, becoming a couple, starting a family, etc.).
For each petal, Renault has designed a car reflecting the needs of that specific stage in life.
L’Atelier Renault is enveloped in an exceptional sculpture of light made up of coloured LEDs, showcasing the six concept cars as part of an interactive dialogue with the architecture. Based on a dynamic scenography, the installation and its 750 LED tubes will evolve to reflect the time of day and the events taking place during the life of the exhibition.
At just 40 years of age, Christopher Bauder has made his mark on daily lives. His work studies how objects are placed in space, and also sound, light, and the interaction between man and his environment. His imposing light installations, by WHITEvoid (the studio he founded in 2004) have travelled to countries around the world, from the Pompidou Centre in Paris, to the National Museum of Fine Arts in Taiwan, via the Mutek Festival in Montreal, and the Tsvetnoy Central Market in Moscow.
Christopher Bauder has received many prizes for his work, including the Reddot Design Award, the iF Communication Design award, the German Lighting Design Award, and the Design Award of the Federal Republic of Germany. He recently won the Iconic Award Ceremony.
Young visitors will be able to develop their creativity by taking part in the “concept car model” workshop. Every day, they will have an opportunity to colour in and assemble paper models of four concept cars.
While the kids are busy, their parents will be able to have a souvenir photo taken in a photo booth decked out in the exhibition colours. They will also be able to test their photographic talent as part of a photo call.
Further, between December 1 and 25, Santa Claus will be present, for the creation of some unforgettable photos with younger visitors.
Foodies will be able to give their taste buds a colourful treat with the new menu designed to reflect the exhibition. Visitors can take a seat above a wave of light and enjoy a series of colourful cocktails and dishes while enjoying a unique view of the most beautiful avenue in the world.
The boutique is also lit up for the event. For the first time, items by bilum, an eco-responsible brand that makes colourful, attractive bags and accessories out of recycled airbags and seatbelts, are available. Miniatures of the concept cars are available to purchase at a special price during the exhibition. Also available are T-shirts from the “concept car” range created by Renault Design.
The Color Manifesto runs from 19 October 2013 to 19 January 2014 at L’Atelier Renault on the Champs Elysées in Paris.
