To support Renault’s participation in Clerkenwell Design Week the team have created an interactive installation of 546 sensors which trigger the same number of irises to open and close depending on the movements on the person in front of the installation. The framework around each of the irises are beautifully styled curved bumps which replicate the raised bumps on the Renault DeZir electric car.
The interactive installation has been designed to support the inclusion of the Renault DeZir electric concept car at the Clerkenwell event. The car is a two-seater coupé with butterfly doors, and the interior is of white leather. It features a 148 hp mid-mounted electric motor. The DeZir is the first in a series of concept cars that are paving the way for Renault’s future both aesthetically and technologically.
The DeZir has a streamlined front-end grille built around Renault’s diamond-shaped logo and highlighted by red backlighting that pulses like a beating heart. Its’ body is slung over 21-inch wheels. The exterior is scored with raised bumps reminiscent of a cheese grater or, as Laurens van den Acker, Renault’s head of design explains, “a little bit like the goose bumps when you see a beautiful girl”. He adds: “It’s all about love.”
The experiential agency behind the concept and event experience was Fusion, and Knit developed the interactive installation and creative technology. Creative Director of Fusion, Nick Clinton, explains the concept behind the idea, “In order to reflect the human-centric focus of Renault's design philosophy, we wanted to create an exhibit that would not only look beautiful, but also react and respond to human interaction. Taking inspiration from the goosebump patterning on the DeZir and the iris shutter motion of the human eye, we then faced the daunting task of finding a partner with whom to collaborate on the ‘Iris Wall’. Knit's unique combination of technical aptitude and genuine enthusiasm for the project made them the perfect choice, and we're delighted with the result. It's a wonderfully responsive piece, engaging passers-by with curiosity and humour, whilst maintaining a physicality to balance and support the digital interface.
Fusion is an experiential events agency that specialise in the automotive sector and they have been working with Renault for over fifteen years.
Founding partner of Knit, Nick Thompson explains “We are delighted to have had the opportunity to work with Renault and Fusion on this project. Brands are beginning to utilise how emerging technology can create engaging brand experiences in physical spaces. However, this is only in its infancy, over the coming years we will see more and more brands using their physical space to create engaging and memorable experiences using technology.”