Renault will open in London in September a new RNLT space, the new concept of experiential point of sale that introduced last year, at the London mall Battersa Power Station. At the moment, the establishment is hidden due to the remodeling works, but that has not prevented the car becoming waiting for a marketing and communication opportunity.

From the hand of the publicis and publicis agencies London has created a miniature version of the store, offering consumers a look at what they can find in it once opens their doors. The objective of social activation is to generate expectation among the public, as well as support the next opening.

He has resorted to the Maquetista Maxime Pecourt to create a miniature hyperrealist replica of the RNLT store during the renewal works, offering passersby an advance of space. Specifically, the version of the space, also including the cars that will be sold in it, has been made at scale 1:43.

The idea is based on the RNLT concept itself. With this concept Renault presents a new shopping experience in the center of cities, seeking to offer users a unique immersion in the brand. These are smaller spaces than the company’s traditional dealers, and combine innovation, technology, design and the universe of the brand. In addition to cars, they have a Renault the Originals product store, which includes miniatures, clothing and accessories.

To publicize the initiative, as well as the next opening of the store, Renault United Kingdom has published different creativities in its social channels throughout the last weeks. Among them, a brief Making-of of the creation process.

And, in line with the concept of the action, and as they transfer from Publicis in a statement, these communication pieces have also been in miniature: minitienda minitienda engraved with mini-scars, minivideos of the Making-of, static minipublications, minicaruses, etc.