Renault wrapped an Oxford Street pop-up floor to ceiling in CGI worlds for four cars

Give visitors on Oxford Street a space entirely defined by Renault's world, with content that could hold a live audience across large-format screens from every angle.

A pop-up where the room itself is the ad: CGI built to the exact pixel of every LED panel, with each model getting its own motion personality.

Frantic, commissioned by Avantgarde, mapped pixel dimensions, aspect ratios and playback constraints before producing a frame; pre-vis for each vehicle went to Renault for review under a fixed installation date, and final assets were formatted for the media server and tested on the installed hardware before opening.

No visitor or sales figures in the source; the stated test is whether content can hold a live audience from every angle of a big-format space.

Renault brought its latest model lineup to Oxford Street with an immersive pop-up at Future Stores, described as one of the most ambitious experiential retail installations the high street has seen. Maison Renault let visitors move through a space entirely defined by the brand's world, with CGI content running floor to ceiling across every surface.

Frantic was commissioned by Avantgarde to produce all motion content for the LED installation. The brief: craft sequences for the Renault 4, Renault 5, Twingo and the R5 Turbo 3E that could hold an audience in a live environment, across large-format screens from every angle.

The work was engineered backwards from the venue: pixel dimensions, aspect ratios and playback constraints were mapped before production, and pre-vis sequences for each vehicle went to the client for review before a single frame was final — minimising revisions under a fixed installation date. Each vehicle got its own identity: a bolder, more kinetic treatment for the R5 Turbo 3E; something more composed for the Renault 4, 5 and Twingo. Final assets were delivered ahead of the ingest deadline and tested against the installed hardware before opening.

A high-street takeover put the new lineup in front of shoppers who would never visit a dealership that day.

LED-mapped content turns the whole room into the advertisement — no surface competes with the message.

Per-model motion identities keep four cars distinct inside one continuous space.

Pre-vis sign-off and hardware testing protected a fixed installation date from late revisions.

In experiential, the venue's constraints are the brief: designing to the hardware — pixels, ratios, media servers — is what lets CGI survive contact with a live crowd.

Frantic delivered final assets ahead of the ingest deadline and the activation opened to the public after hardware testing; the source records no attendance or commercial results.