A Lesson in Brand Experience.

On Monday at Battersea Power Station, I explored how Renault are reimagining their physical brand presence.

Not a typical dealership, the door said ‘rnlt’, inviting curiosity rather than expectation.

This wasn’t about ‘you’re here to buy a car’ which would put many people off.

This space was about immersion and exploration.

From clothing, toys and accessories to retro themed games to enjoy, all with a social vibe this experience let you see if the Renault brand aligned with you.

And yet it still informed on the products.

And as a seasoned automotive professional who thought they knew the Renault 4 and 5, I learned quite a lot more.

From sitting in the new 5 Roland Garros edition and then comparing that against the 4 I could clearly see why a customer might prefer one over the other.

A real education that couldn’t be repeated as effectively online.

Where spaces like this can often fail is in how they are measured.

As other sectors have rightly recognised, brand stores shouldn’t be measured like a traditional retailer.

This is a marketing experience.

The impact is long-term, rippling far beyond immediate sales.

It should sit firmly in the marketing budget, building brand equity that reaches across the network.

We often say the high street is shifting, from pure retail to social and experiential.

If automotive wants success here, it’s about creating these experiences.

Hats off to Renault again for leading the way. Well done indeed.