Renault’s Eco2 car display returned to the BBC Gardeners’ World Live show, in Birmingham, England, for the seventh consecutive year – and this year with a difference, courtesy of Rapiergroup.
This summer, it was essential to demonstrate Renault’s commitment to the environment and the consumer by displaying their economical and ecological products. The Renault Eco2 vehicles are affordable, economical in terms of fuel consumption and are engineered to help reduce the environmental impact of motoring.
With these fundamental principles in mind, Rapiergroup’s design and production team re-examined the approach to traditional exhibition design, and compliment our client’s product offering strategy with our own.
Every element of the design, had to add value. The creative solution had to provide the perfect platform for product and brand interaction… without costing the Earth. We followed Renault’s Eco2 principles - in that each car should be 95% recoverable at the end of its lifecycle – that is, recyclable for other use or as a source of energy.
We carried over this ethos to the choice of materials for the stand. The space was defined using bespoke rubber flooring to the key locations of the stand rather than the complete area, to reduce wastage. The flooring utilised recycled car and truck tyres and reclaimed raw materials to help reduce Renault’s carbon footprint and reduce the impact of tyres on the environment.
The main stand construction was created from timber fibreboard construction a material made from glued and pressed recycled softwood dust or chips. The board is strong and has a stable, smooth and scratch-resistant surface and because it is usually made from waste produced during wood processing, it is an efficient use of sustainable forest resources.
Post event these stand elements will either be recycled or re-used within the Renault show programme. The stand construction of these elements were also manufactured and installed by our local contractor from within a 18 mile radius of the NEC, thereby reducing the associated freighting costs, both financially and environmentally through lower fuel use and emissions.
For the graphics we use an innovative new substrate that features a base of black recycled material with a co-extruded top surface of premium white – ideal for printing. Images were printed direct to the panels therefore reducing the requirements for separate prints, adhesives and laminates.
Rapiergroup’s solution for Renault is key proof that a sustainable presence can be achieved at any show while ensuring brand consistency and adding value. And Renault is happy in that we reduced their 2008 show costs by 20%. 
