Renault Trucks approached us ahead of the Commercial Vehicle Show with a clear challenge: to create a stand that distinctly separated the Renault Trucks identity from its passenger car counterpart. They wanted a fresh, bold environment that resonated more authentically with their commercial audience—particularly tradespeople—and reflected the robust, hard-working character of the trucks themselves. The stand needed to be functional yet inviting, offer clear product communication, and encourage face-to-face engagement on a sales level.

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​We drew inspiration from the everyday world of tradespeople—practical, straightforward, and hands-on. Rather than opting for a polished, corporate approach, we leaned into an aesthetic that felt honest and grounded. The concept took cues from warehouse environments—spaces where real work happens—and used this to inform the tone, materials, and layout. It was about more than just showcasing vehicles; we wanted to create a setting that felt familiar, functional, and built with the same purpose-driven thinking as Renault Trucks themselves.