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The Citroen showroom today and in 1927 when it first opened (right)
The name C42 was a natural choice to symbolise the close link between Citroën and the prestigious avenue: "C” for Citroën and “42” for its address. The ambitious project not only shows off innovative architecture but is also the first new building on the Champs-Elysées since 1975. This showcase of a new type will be a forum for contact and discussion on the world of Citroën. The on-site exhibitions will illustrate the history of the marque, its latest news and its vision of the automotive future.
By displaying Citroën’s cars, technological achievements and expertise, this new venue expresses the brand’s values and spirit. It illustrates a history that is part of the annals of French culture, a culture that is open to the world, to social and behavioural trends, and to dreams of the future.
C42 features a spectacular sculpture illustrating a new take on the automotive world. Eight superposed turntables topped by mirrors form a column of cars in the centre of the building. The first vehicle that welcomes visitors is one of Citroën’s latest concept cars, displayed on the ground floor. From the entry point, the sheer verticality of the architecture will be evident and the panoramic lift carries visitors from the atrium bathed in light to the top floor, under the glass dome. Here, they can enjoy a superb view of the French capital.
Walking back down around the column of cars, visitors can view the current exhibition, level by level, from the oldest models to the most modern. They can also view some models more closely and consult the tactile screens provided for each vehicle, and that play the role of educational media.
In the basement, a second concept car is on show. Here, visitors plunge more deeply into the world of Citroën with films dedicated to the theme of the exhibition and to the latest news from the brand.
Arriving back on the ground floor at the end of the tour, visitors can stop off at the shop laid out around furniture designed by the architect. Dedicated to C42 products, the shop sells original objects based on the innovative design and looks of the premises.
C42 will feature an ‘events concept’ based on the idea of “seasons”. This approach is illustrated by the regular organisation of themed exhibitions with appropriate scenography and audiovisual content. These seasons give visitors an opportunity to discover vehicles and their corresponding world. New content will be added in line with events in the automotive world and at Citroën.
The first theme is one that is close to Citroën: “sustainable innovation”. Citroën has always sought to develop new concepts, new technologies and new features that serve safety and comfort. It places its creativity and imagination at the service of customers in order to provide a pertinent response to their automotive needs. For the marque, innovation is a key principle that is lived every day, rather than something that is simply demonstrated. Through sustainable innovation, Citroën is restating its ambition to provide a new and original response reflecting current environmental concerns.
To illustrate sustainable innovation, Citroën is presenting displaying vehicles which made their mark during their times through their leading-edge technology. The models include the Traction Avant launched in 1934; the 2CV which began life in 1948; the DS launched in 1955; the C6 launched in January 2006; the more recent C4 Picasso launched in March 2007; the C-Crosser which also made its debut in July this year as Citroën’s first SUV; and the C-Métisse concept car.