| First Renault Boutique Opens
Renault is opening its first boutique showroom in Paris in response to changing urban consumer patterns.
With an established angle on design and style, Renault's latest move is to take their products to the image-conscious high-street shopper. Placed prominently in desirable urban locations, these new 'boutiques' will offer customers a more friendly environment in which to investigate the cars and will help the brand reach a greater number of female customers.
François Hinfray, Renault's Executive Vice President, Sales and Marketing, said: "We wanted to devise an original automobile retail space on a smaller scale, located in a city-centre shopping district, which would appeal to passers-by who appreciate new technological and design trends."
Renault entrusted the concept to interior designer Patrick Norguet with the aim of extending the brand's creativity into its showrooms and sales areas. Taking account of the needs of technological innovation and customer service, Patrick Norguet came up with a bright, spacious interior where all the display and working areas are put to best use. A collection of homely outlines suggests comfort, and soothing lighting creates a friendly, intimate atmosphere. Bookshelves, armchairs and tables are dotted here and there, and the various areas are brought together around a horizontal division of the showroom. Shades of white used in the sliding walls rub shoulders with the vivid colours of the furniture and the warmth of the elm wood used for the bookshelves.
As well as a new retail space, this is also a new way of presenting the Renault range. Alongside a few vehicles on display permanently, plasma screens allow visitors to look at all the models and to configure the car of their choice. They can also examine samples of the colours and materials used for the bodywork and upholstery. The renovation of Renault's Raspail showroom is the first step in the introduction of boutique showrooms with four similar Paris outlets to open by the end of 2005. The concept may later be extended to other major European cities.
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