Digital Museum The Originals : Renault's digital museum created by Razorfish France

Razorfish France, part of Publicis Groupe, is one of the world's largest interactive agencies. From design to craft, from build to implementation, they are 300 creators of digital experiences, all committed to the marketing transformation of their clients: e-commerce and social commerce, augmented retail, mobile services, eco-designed web ecosystems. Based on their vast expertise and knowledge, Razorfish France were approached by Renault to design, build and market a virtual museum: The Originals Renault.

The museum is an endeavor to reconnect with the past and offer visitors a smooth and seamless digital experience of the brand’s cultural heritage and car collection, surpassing all time and space limitations.

The Project

As stated by Arnaud Belloni, the Global Chief Marketing Officer of Renault: "Renault, an iconic brand of pop culture, needed a museum worthy of the name."

Of course, at the center of the brand is the emblematic car collection, with more than a century of history. In order to bring them to life realistically, Razorfish France leveraged an innovative mix of technologies called 3D Photogrammetry. This technology creates 3D models from a scan and a series of photos. It replicates all the subtle details of old vehicles’ materials (leather, wood, copper, plastic, fabrics, etc.) and the car’s exact silhouette. It also enables industrial processing of the 3D model and the creation of materials.
This museum, available in six languages, is a premiere for the car industry and Renault became the first manufacturer to digitalize their car collection.

Another noteworthy aspect of this project is the connecting of the museum with the business strategy. Specifically, the designed digital experience has been integrated with the museum’s e-shop. The digital journey of users is uninterrupted while they explore the car collection, hosting more than 50 models, and buying merchandise at the same time.

A big challenge for both parties was the timeline of the project. However, they managed to develop this harmonious digital experience in less than six months.

Moving forward

In the coming months, Razorfish will continue to expand the project with a number of assets.
They will increase the iconic collection with 80 more models and new products will be added to the merchandise e-shop by the end of the year. New services will be added and they will create lifestyle content to engage fans and visitors.

Razorfish France also plans to explore new areas of development with Renault, which, in their experience, has proved to be a very open and innovative client. They are looking, in the coming months and years, to develop new digital experiences via websites, apps, physical, motor shows and social media. Lastly, they are exploring what Renault’s role in the age of the NFT & metaverse might look like.