Interview: Maison 5 brings Renault 5 E-Tech alive to thrive
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At a time when the automotive sector is under global pressure, shopper targeted car promotions – with high test drive outcomes – could be exactly the fillip car brands need. The recent Maison 5 event at Future Stores combined style with substance, a brand promotion that was designed to take this new promotional space and use it to breathe life – and prospects – into the brand proposal.
After the event FMBE put the questions to representatives of two of the promotions’ key architects and stakeholders – Rebecca Scholes, senior account director at the event’s experiential agency Avantgarde and Oliver Murray, sales director, from the venue owner, Future Stores.
1. How and why was the event location chosen?
Rebecca: The next British icon is French! When we set out to launch the new Renault R5, we knew we needed an iconic British location – and Future Stores on Oxford Street was the perfect fit. With its immersive, state-of-the-art LED screens and cutting-edge immersive tech, it felt like the ideal stage to showcase the future of driving. We simply couldn’t resist!
2. What parts of the event ‘look’ are you pleased with? Why?
Rebecca: Guests select their favourite of the five R5 colours via iPad, triggering a bold, room-filling animation that transforms the space. The aesthetic is minimal, but with carefully designed elements that add rhythm, playfulness and a sense of nimbleness—echoing the car itself. The sheer scale of the digital canvas, combined with the clarity and pace of the motion, creates a joyful, high-energy moment that feels both fresh and memorable.
Oliver: I have to say that fundamentally, this activation pulls every lever FS has to pull – great content, fixtures, sound, scent, staff, events, PR etc. More important than all of that however is simply, the whole thing just looks and feels so fun. The reaction from consumers is only joy and that is a rare emotion in any advertising activation these days.
3. Has the location been effective in terms of footfall and customer prospects so far? How do you know this?
Oliver: The opening weekend broke FS records for footfall. We have seen the highest capture rate (number of people visiting the store vs passing footfall) at 1.62%. Normally we see a capture rate of just under 1%. Clearly the look and feel of the activation was hugely compelling to bring so many people in. We know all of this as FS is equipped with full data and analytics capabilities. Cameras outside and inside the store measure passing footfall and visitor numbers in real time. We’re also able to see where visitors spend their time within the activation space, and of course their total dwell time.
4. Has Renault been able to use the event for B2B and B2E guests as well as B2C? How?
Rebecca: Yes, Renault has leveraged the Maison 5 event for both B2B and B2E audiences, alongside B2C engagement. We hosted an influencer event with the Renault Star 5 ambassadors, influencers, and senior stakeholders to help build connections with business partners and key industry players. The weekend talks with prominent car journalists further engage consumers while positioning Renault as an industry leader, benefiting both B2C and B2B relationships.
5. Have there been any surprises coming out of the event so far?
Rebecca: A major surprise at the Renault Maison 5 event has been the enthusiastic response from all age groups. While nostalgia drew in fans of the original R5, younger visitors also connected with the retro-futuristic design. The immersive LED displays and interactive setup have been standout highlights, sparking excitement, engagement, and social media buzz across generations
Oliver: My big takeaways are ‘toddler power’ and MQL’s. The miniature version of the car was moved to the entrance and we witnessed hundreds of parents being dragged into the store so their kids could sit in the little car. This drove thousands of photos to be taken and shared as well as the parents inevitably having a look at the real thing. Secondly, we don’t have the final numbers yet but the number of requested test drives and actual purchase requests were far ahead of expectations.
When FMBE visited Maison 5, there was clear interest in the cars and we also noted the conversation lead taken by staff provided to the event by Kru Live.
