French automotive brand Renault UK introduced its Renault 5 E-Tech Electric to the UK market through an immersive experience on Oxford Street, transforming a central London space into ‘Maison 5’. The campaign was hosted within Future Stores, an experiential retail venue that opened in October 2024.
The activation ran from 22 to 30 March 2025 and represented a debut collaboration between Renault and Future Stores. The venue was adapted to reflect a mix of French and British cultural elements, with the electric supermini displayed across three models inside the store. The presentation featured large-format high-definition Micro LED displays, designed to catch the attention of the thousands of pedestrians passing the site each day.
Maison 5 also welcomed appearances from Olympic medallist Tom Daley, chef Matthew Ryle, and broadcasters Greg James and Jonny Smith. The event combined live discussions and in-store merchandise with digital content aimed at audiences both on-site and online. Influencers such as Jack Scarlett and Nicola Hume contributed to further reach across social channels.
Inside the installation, data tracking was employed to monitor visitor activity and engagement. The retail site, designed for regular brand takeovers, provided Renault with a platform to introduce the Renault 5 E-Tech Electric ahead of its broader commercial rollout.
Kate Hardcastle, Director of Future Stores, said: “In a world where catching people’s attention is becoming more and more challenging, we’ve designed a concept that does just that on Europe’s busiest shopping street. Like us, the Renault 5 E-Tech electric is all about innovation, taking the best of the past and imagining it for the future – and that’s why it’s been the perfect partner for Future Stores.
“Our unique ability to bring a brand to life through electrifyingly exciting ‘retailtainment’ complimented by Renault’s social media activation, means the Renault 5 E-Tech reached a new highly-engaged audience – the perfect platform to launch a great new concept,” she added.
David Isherwood, Marketing Director of Renault UK, said: “The Renault 5 is a pop icon, exuding its own unique sense of energy and fun wherever it goes, and we’re keen to share that with as many people as we can. What better place to bring a cultural icon to next than to the centre of popular culture itself and Future Stores helps us do just that.”
The Maison 5 installation concluded on 30 March 2025, serving as a key element in Renault’s UK launch strategy for its latest electric model.
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