Welcome to the latest edition of Urban Excursions, where we look at the differing and astonishing urban environments throughout Australia and overseas.  This month Anthony takes us on a stroll down one of the world’s most famous retail streets, the Champs Elysees, past Cartier, Hugo Boss, Louis Vuitton and …. Toyota?

I was worried. Sure, I had spent the last couple of weeks travelling over Europe with my family on a relaxing holiday, and now, here we were, wandering all over Paris on a crisp winter’s day. But right at this moment, I was not relaxed, I was worried. Very worried.  Will-we-need-to-sell-our-tickets-home, worried. Actually, never mind the tickets, will-we-need-to-sell-our-home worried. Why, you ask.  Well:

1) my wife was looking for a new watch and
2) we were on the Champs Elysees.

The Champs Elysees is one of many icons of Paris, a wide avenue linking the Arc de Triomphe with the Place de la Concorde.  It attracts thousands of tourists daily. Its western section, near the Arc de Triomphe, is lined with a large range of upmarket fashion and accessories stores, cafes and cinemas.  It was those upmarket stores that were worrying me now.

My wife was making a bee-line towards the Cartier windows. Hmm, not good.  “Um, Veronica, Sweetie, I don’t think Cartier sell watches anymore, I’m afraid.  Something to do with the financial crisis, I think.”  Danger averted for now.

But then she saw another shop window, adorned with glittering, shining, worrying things.  And what concerned me most was that it was a brand I had never heard of, something that I have learnt to fear while shopping. She went inside.

"But Honey, wouldn’t you rather just sit and observe how a busy 10-lane road can be highly amenable for pedestrians, what with its wide, attractive walkways, mix of world-renowned tenancies and active street frontages?  Hmm?”  It was no good.

That was when I saw them – glittering, shining, motorised things – summed up in two words that would warm the heart of any man on a shopping trip – Concept Cars.  That’s right, I had stumbled across Peugeot’s flagship store, complete with production models, merchandise and those futuristic-looking concept cars.  This was more like it. “Be back in a few minutes, Sweetheart.”

The merchandise area was doing a brisk trade while I was there, selling clothing, key rings and giftware, all with the Peugeot lion.  There were only about three cars on show for sale, and while a few people were walking around them and looking in the windows, they were not getting anywhere near the interest that the two concept cars were getting.  People were admiring, lingering, taking photos and altogether soaking up the Peugeot message, one of style, design and being future-focussed.

But Peugeot wasn’t the only carmaker that had established on this avenue, for there were also Citroen, Mercedes Benz, Toyota and Renault, all with flagship stores with more emphasis on the brand than on selling cars.  I guess there was no harm in leaving Veronica looking at her trinkets while I had a quick look around.

The Toyota store had two levels, with brilliant white fit-out and minimalist furniture.  The ground floor was devoted to its latest green technologies and the upper floor to its motor-racing history, which included a Formula One simulator.  I had to smile when I saw the huddle of men and boys around the simulator, and the bored looking wives and girlfriends on the seats nearby. Oh what sweet revenge! Bet that wasn’t on the Champs Elysees shopping itinerary!

The Renault store, L’Atelier Renault, was a large two-level building, with a strong emphasis on Renault’s latest innovations and history of the brand.  The main showroom included several current models, as well as historic models, a Formula One car, interactive information terminals and merchandise.  The mezzanine level was a restaurant/bar, complete with free Wi-Fi, overlooking the showroom, encouraging visitors to linger within the store.

The Mercedes Benz showroom was a dark, elegantly-designed store.  It was the store that was most like a typical car showroom, with all vehicles on display being current models available for sale.  The Mercedes showroom had a small merchandise section.

The Citroen store, called C42, was six levels, with a different theme for each level, such as design, sound systems or comfort.  The store was dominated by the glass panelling at the front of the building, allowing views of the Champs Elysees and creating a light, open environment. The internal stairs spiralled around eight central platforms with one vehicle on each platform, showcasing Citroen’s latest models.  There was a strong emphasis on the senses in this store, with several interactive displays.  Concept cars, films and other visual displays are located on the bottom level.

So what were these car retailers doing on the Champs Elysees, this famous fashion avenue, overrun by tourists? They didn’t seem to be selling many cars. The people traipsing through the stores were tourists like me, more interested in gawking at the store and checking out the designs, rather than seriously considering purchasing a vehicle.  Merchandise sales seemed to be doing well, but are the retailers interested in lots of people buying the key ring, rather than the keys?

The answer, of course, is that they were selling their brand, and what better place to enhance your brand than the Champs Elysees.  Themes of design excellence, sophistication, green and cutting-edge technologies and quality were evident throughout these stores.  These themes are consistent with the image of the Champs Elysees.  The stores were drawing in the passing pedestrian traffic, with people lingering a considerable time inside.  The L’Atelier Renault reportedly has over three million visitors a year. While the tourists may not be buying the cars in large numbers, they were all absorbing the brand.

So can we expect to see something similar on our major shopping high streets?  Well, given the struggles of the local car manufacturers, perhaps such a concept is not their top priority at present.  However, I would not be surprised to see such a store on, say, Chapel Street, Melbourne, taking advantage of the high level of pedestrian traffic and Chapel Street’s association with upmarket retailers, design and latest fashions. We will have to wait and see.

As for our day out at the Champs Elysees, in the end Veronica did buy a watch, and we do now have a second mortgage on our home. Not due to the watch, mind you, but that Peugeot 607 didn’t come cheap.

Suggested websites:
www.champselysees.org
www.atelier.renault.com
www.c42.fr