Renault’s Shipping Container Brand Pavilion
French architects Mahn Architecture Nancey has created a temporary pavilion on the Île Seguin near Paris to commemorate the heritage of French vehicle manufacturer Renault.
Conceived as a mini-museum of sorts, the space aims to engage consumers by providing access to previously undisclosed information about the brand. The pavilion will be home to a wealth of videos, images, documents and testimonies and will also play host to conferences and exhibitions relating to the manufacturer. Pushing the branding capacity to its limits, the architects also plan to project imagery onto the pavilion’s exterior at night.
The 300 sq ft structure is formed of 15 boldly coloured shipping containers in two lengths: 12 and 6 metres, both 2.9m high. The bulk of the structure hovers off the ground providing a central courtyard, where one of the brand’s vintage cars is showcased in a large glass display box.
The pavilion is currently tethered as firmly to the brand’s historic roots as possible – it sits on a site that formerly played host to one of the first Renault factories, built in the 1920s. However, the simple design means it is possible to relocate and modify the structure as required.
For more information on brand heritage and architecture, see 21st Century Archives – Wising Up to the Heritage Economy. For more on innovative uses of shipping containers, see Prime Time for Prefabs, Experimental Décor Hits the Home and Olympic Pop-Ups.
For more on the power of temporary store concepts, see Nomadic Retailing and Pop-Ups: Best Brand Boosts. For additional information on how brands are re-thinking the role of the traditional store place, transforming shopping venues into marketing hubs, see Future Stores: Product Playgrounds and Brand Hubs.