When you invite 300 people to showcase your company’s recent products, you have to make an impact.
That’s what French car manufacturer Renault did when they partnered with European event producer Europalco at MH Atlantic Hotel in Peniche, Portugal, to display the company’s cars in an engaging, immersive way for its annual Renault Group Convention 2024.
The last time Europalco created an event for the car manufacturer was in 2019, for its Clio R-Evolution Show—six years later, there were a lot more moving parts and event features made to engage. Design elements like a central stage entrance (think a fashion runway, but for cars), automated features, like an LED wall and moving rails with automated horizontal movement, and robotic lighting.
Europalco’s Event Tech
The LED wall had two uses. Along with the visual element, just behind the wall was a storage area where the cars waited for their debut. “When each reveal moment arrived, the car was moved to the opening area, allowing for an interesting and well-coordinated visual dynamic,” Magalhaes explains. “The use of robotic systems to move the cars accurately—and synchronized with the LED panel effects—helped create a modern and innovative atmosphere, giving the audience a sense of high technology in action.”
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The company wanted to experiment with integrating these automated features, paving the way for future developments—but they also provided a solution to a problem.
“The idea behind the stage design and automated features, like the horizontal movement rails and robotic lighting, came from the challenge of [how to] reveal various vehicles to different groups of people,” says Pedro Magalhaes, CEO of Europalco. “The solution was to create a space where the cars could be hidden, allowing for a dynamic and surprising reveal. The movement rails played a crucial role in creating this effect, allowing the vehicles to appear smoothly and dramatically.”
Robotics played a key role in facilitating the message Renault and Europalco wanted to get across. “The concept was to link the event to a futuristic and technological idea, and the automated lighting, combined with precise movements, helped create that atmosphere,” Magalhaes says. “The robotics not only enhanced the visual effect but also ensured smooth and immersive transitions between moments, making the overall experience more engaging for the audience.”
Technology and robotics may be linked to futuristic ideas, but an event’s design layout is not to be underestimated; it’s the foundation of an immersive experience. Europalco’s central stage design played an integral part in how attendees experienced the event. “One of the strong points was the structure of the stands with platforms, which allowed the audience to have a 180-degree view, ensuring everyone could follow the event up close and without blind spots,” Magalhaes says. “This made the experience more inclusive, allowing everyone to feel part of the moment.”
Solving the Problem Before It Happens
“One of the key lessons we learned from this year’s Renault Group Convention production was the importance of anticipating every detail of the event,” Magalhaes says.
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From the beginning, the Europalco team conducted technical site visits, allowing them to measure the space and analyze the infrastructure. They then developed a 3D model of the venue and created the necessary technical drawings for carpentry and production. Magalhaes says this approach helped identify potential issues before they arose, making the logistics and production smoother.
“As the event took place in a hotel with a strong presence in the event market, the priority was always to have the space designed in 3D with all the exact floor plans and measurements,” he says. “This process, which we regularly follow with all the venues we work with, ensures we have a clear view of the space and its limitations. This way, we can centralize our experience and optimize the work of the different departments, ensuring a smoother execution without unexpected issues.”
