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December 15, 2014
Daikanyama T-Site x Renault Japon Special Collaboration Shop Opens
RENAULT | Renault
Daikanyama Tsutaya Books x Renault Japon Special Collaboration Shop Opens
Renault Japon held a launch event for the Renault Kangoo "Imagin" at Tsutaya Books in Daikanyama, Tokyo. Simultaneously, they introduced the "Daikanyama Tsutaya Books x Renault Japon Special Collaboration Shop," open from Friday, March 30th to Sunday, April 1st.
Text & Photographs by SUZUKI Fumihiko (OPENERS)
& Renault
Vis tes passions ! Live Your Passions
An event was held at Daikanyama Tsutaya Books to introduce the "Daikanyama Tsutaya Books x Renault Japon Special Collaboration Shop," coinciding with the announcement of the "Kangoo Imagin," the premium grade of the Renault Kangoo, which goes on sale March 29th (Thursday).
Renault Japon COO Otagi Tsukasa began his speech by stating that branding is crucial for Renault Japon.
To achieve this, the company has focused its Japanese lineup on Renault Sport, backed by its long history in motorsports, and the Kangoo. Simultaneously, they have enhanced customer events to improve satisfaction among existing customers.
From April 2nd, Renault Japon will become a wholly-owned subsidiary of Nissan Motor Co., Ltd., simplifying its organizational structure and aiming to further accelerate the speed of this strategy.
Furthermore, Renault Japon considers itself a unique brand supported by its customers. They analyze their customers as people who "want to enjoy what they love" and resonate with that sentiment.
The Japanese slogan "Vis tes passions ! Live Your Passions" also embodies the idea of "Let's do what we love."
This sentiment is reflected in their efforts to propose lifestyles and worlds beyond mere catalog information, through web magazines, social media campaigns, and a revamped DM presented in a tabloid style.
The "Daikanyama Tsutaya Books x Renault Japon Special Collaboration Shop Vis Tes Passion Jardin," open from Friday, March 30th to Sunday, April 1st, can be seen as one such initiative.
Exterior with Bebop's Flair: Kangoo Imagin
The "Kangoo Imagin," announced next, shares exterior features with the recently discontinued "Kangoo Bebop", including body-colored bumpers with strong silver accents front and rear, and 16-inch alloy wheels.
The interior features a red, silver, and black three-tone design, creating a bright and cheerful atmosphere. In terms of features, it includes leather seats and rear parking sensors, as well as ESP (Electronic Stability Program), which is an option on the standard Kangoo, as standard equipment.
Despite these added features, the price is ¥2,448,000, only ¥150,000 more than the standard Kangoo.
DeZir, Captur, R-Space, Frendzy to be Produced Sequentially
The shop, themed "A French Garden to Enjoy Individuality," features book sales curated by fashion model SHIHO and fashion director Ayumi Gunji, inspired by French lifestyle. Vegetable and plant sales are handled by Teruo Kurozaki, known for planning the "Farmers Market" at the United Nations University in Aoyama, and lifestyle producer Moe Murakami. Stylist Kyoko Kame and designer Alain Rennet are responsible for furniture and雑貨 sales.
These individuals, dubbed "Passionists," gave short speeches about Renault and the French lifestyle. Alain Rennet, in particular, described Renault as a car company focused on people, and noted that the Renault concept cars he has worked on represent different stages of life.
These concept cars include "DeZir," representing youthful allure, "Captur", representing discovery and travel, "R-Space" representing family, and "Frendzy", representing work. These vehicles are scheduled to be released as production models sequentially in 2013.