YEAR
2018
CITY
MOSCOW
SERVICE
PUBLIC SPACES & SHOW
THE BRIEF
The world premiere of Renault ARKANA became one of the most anticipated automotive launches of spring 2019 and introduced the first coupe-crossover model produced by Renault in Moscow for international export markets.
Presented at Zaryadye Park in the heart of Moscow, the launch was conceived not simply as a product presentation, but as a large-scale cinematic brand event introducing a new strategic direction for Renault through immersive storytelling, live performance, audiovisual choreography, and spatial media environments. The show was broadcast live globally and positioned the ARKANA as a symbol of a new generation of emotionally driven crossover vehicles combining elegance, intuition, power, and technological sophistication.
Pitch was commissioned to develop the creative concept, narrative structure, show dramaturgy, multimedia environments, audiovisual content, dynamic lighting systems, and full experiential staging of the premiere.
MY ROLE
I served as Creative Director and Concept Author for the Renault ARKANA world premiere, leading the development of the narrative concept, experiential framework, and cinematic structure of the show.
My role focused on translating Renault’s strategic positioning for the ARKANA into a coherent emotional and spatial experience. I developed the “Five Forces” narrative system, the dramaturgy of the visitor journey, and the conceptual framework connecting media environments, choreography, lighting, sound, and vehicle movement into one integrated storytelling structure.
I also supervised the development of multimedia content, original music, dynamic lighting systems, audiovisual direction, and immersive stage choreography, ensuring conceptual consistency between brand identity, spatial atmosphere, and audience perception.
In close collaboration with production teams, multimedia artists, lighting designers, engineers, and technical specialists, we developed a launch environment operating simultaneously as live performance, cinematic narrative, and global broadcast event.
THE CHALLENGE
Automotive premieres often operate through predictable spectacle: dramatic reveals, large LED screens, and technical presentations focused on product features. The challenge here was fundamentally different.
The Renault Arkana represented the launch of a new global typology within Renault’s lineup — a coupe-crossover positioned between categories and aimed at redefining expectations inside one of the automotive industry’s most competitive segments. The presentation therefore needed to communicate not simply a vehicle, but a shift in brand language and market positioning.
The deeper challenge was one of emotional translation. Arkana’s design language is built around tension: elegance versus power, urbanity versus ruggedness, precision versus movement. The launch environment needed to embody those contradictions spatially and cinematically rather than explain them verbally.
At the same time, the event had to function simultaneously across several layers: international press presentation, live public spectacle, broadcast-ready media event, and experiential brand statement.
Narrative, architecture, lighting, sound, choreography, and media systems therefore had to operate as one integrated emotional framework rather than separate production layers.
THE APPROACH
The conceptual move was to treat the Renault ARKANA not as an object being revealed, but as a character acquiring identity through transformation.
The entire show was structured around the idea of the “Five Forces” — five symbolic qualities defining the personality of the new vehicle: will, character, intuition, spirit, and power of thought. As the narrative progressed, the car moved physically and symbolically through a sequence of immersive environments, with each spatial transition representing the acquisition of a new force and a new layer of identity.
Rather than functioning as a conventional stage presentation, the premiere was designed as a cinematic spatial journey where architecture, light, sound, movement, and media choreography formed one continuous narrative system. The vehicle itself became the protagonist of the experience.
The production integrated a massive 120 m² LED media surface, dynamic lighting environments, high-powered sound systems, stage winches, smoke machines, laser systems, and synchronised audiovisual choreography into one immersive performance environment. Spatial dramaturgy was carefully choreographed to shift between tension, anticipation, acceleration, and release — creating a progression closer to cinematic storytelling than traditional automotive presentation.
A major emphasis was placed on emotional rhythm and atmosphere. Each narrative chapter introduced a distinct audiovisual language, lighting behaviour, and spatial mood corresponding to one of the “Five Forces.” Rather than illustrating the car technically, media systems were used as narrative infrastructure shaping perception and emotional response around the vehicle.
Pitch also fully developed the original video content, bespoke musical composition, dynamic lighting dramaturgy, and integrated multimedia direction for the show — ensuring conceptual continuity across every layer of the experience.
The final reveal culminated in a specially constructed immersive photo environment where the narrative transitioned from staged performance into public interaction and media dissemination, extending the experiential logic of the launch beyond the live event itself.
THE RESULT
Presented as a world premiere at the Moscow International Automobile Salon in 2018, the Renault Arkana launch introduced one of Renault’s most strategically important new global models — a coupe-crossover that would later expand into international markets including Europe and Asia. Over its lifecycle, it was recognized globally for democratizing the coupé SUV design and offering outstanding value and became The Car of the Year in Spain, Argentina and Brazil.
The project demonstrated how automotive premieres can operate not simply as product presentations, but as immersive narrative environments capable of translating brand strategy and industrial design into emotional public experience. By integrating architecture, cinematic staging, multimedia systems, choreography, and spatial storytelling into one coherent framework, the launch transformed the reveal itself into a core part of the vehicle’s identity.
More importantly, the project established a model for how experiential design can communicate automotive innovation not through technical explanation alone, but through atmosphere, perception, movement, and emotional narrative.
“The idea for this innovative concept came from Russia and the project was conducted with the strong involvement of Renault and Russian creative teams, enabling Groupe Renault to further pursue its international growth as part of its Drive the Future strategic plan.” Nicolas Maure - SVP, Chairman of Eurasia Region.