Urban Artistic Direction for Automotive Launch Events in Dubai

Transforming a Vehicle Launch into an Immersive Urban Experience

For the launch of the Renault Twingo GT, the brand wanted more than the classic press presentation. They wanted a real experience—something powerful, visual and unforgettable, aligned with what makes automotive launches in Dubai so competitive. The result was a giant graffiti mural produced in record time, conceived as a patchwork of keywords and visual codes that expressed the agility and personality of the vehicle. This approach echoes the immersive formats we often deploy in the region, such as our HSBC 80’s corporate graffiti experience in Dubai, built around live performance and bold artistic identity.

A Graffiti Identity Built Around the Car’s DNA

The artistic direction was developed from Renault Sport’s colour palette and design values. The mural combined expressive lettering, abstract shapes, motion lines and emblematic graffiti codes to highlight the vibrancy and compact urban spirit of the Twingo GT. This ability to translate brand identity into an urban visual universe is similar to the bespoke creative work we deliver for luxury brands in the UAE, from Montblanc’s Urban Spirit activation to special experiential projects such as our On The Move live graffiti performance.

From a Monumental Wall to a Full Branded Visual Ecosystem

Beyond the giant mural created at “Les Chaudronneries” in Montreuil, a complete set of branded materials was produced: USB keys, notebooks, signage elements, staff jackets and printed assets, all designed using the same urban creative direction. This coherence across multiple formats mirrors the holistic branding approach often expected by UAE partners, similar to how our artwork is adapted during luxury retail activations such as Dior eyewear personalization or during lifestyle-oriented events like the Paul Marius vegan-leather personalization event.

Creating Media Impact for Journalists, Influencers and VIP Guests

For an entire week, journalists were invited to discover and test the Twingo GT, using the mural as a dedicated visual charter for the event. In Dubai, where the automotive sector thrives in districts like Al Quoz and the Dubai Design District, brands now seek high-impact artistic environments that elevate their press moments. A strong urban signature can multiply the effect of a launch, much like our live car-painting performances in Dubai, or our personalised premium activations for events such as Montblanc Dubai Mall personalization.

Why Urban Artistic Direction Elevates Automotive Launches in the GCC

Dubai’s automotive market is saturated and highly competitive, with brands fighting for attention during reveals, press days and influencer events. Integrating a strong artistic direction—rooted in graffiti culture, live performance and contemporary visual storytelling—creates a disruptive framework that captures interest instantly. This is the same creative logic behind our premium collaborations with global luxury houses, such as exclusive leather personalization experiences, or our spectacular Montblanc Christmas live painting in Dubai. All these formats prove how much artistic immersion strengthens engagement, memorability and brand value.

A Launch Strategy Perfectly Suited for Dubai and Abu Dhabi

In the GCC, especially in Dubai and Abu Dhabi, a full urban art direction creates an emotional impact that standard automotive events rarely achieve. The combination of graffiti aesthetics, fast live execution and adaptable branded assets offers a unique signature that amplifies both media visibility and guest experience. This philosophy also aligns with the creative energy behind large-scale international projects like our Lionsgate Cannes mural, proving how urban art can elevate any brand environment when deployed with precision and ambition.

ClientRenault SportServicesBrandingYear2016Linkwww.dubai.renault.ae