CITROËN UNVEILS ITS LATEST AND LARGEST MODEL: THE C42
Citroën has taken the covers of its latest model, the Citroën C42, but while many Citroëns are seen in the Champs-Élysées it the heart of Paris, the C42 will only be seen in the Champs-Élysées, indeed it will not move, as it is the first new building the iconic boulevard for more than 30 years.
Combining innovative architecture, compelling style and a bold approach to design,
the C42 - C for Citroën, 42 for the building number - embodies both the rich history and contemporary vision of Citroen. Incorporating a series of displays that are open to the public, this newest landmark on Paris’ world famous avenue is located on a site that this year celebrates its 80th year in the hands of Citroën.
The C42 project is the work of one of France’s leading architects, Manuelle Gautrand. She was awarded the prestigious contract in 2002 after her designs won unanimous support in an international competition.
The bold, prominent design of the C42 echoes the spirit of creativity and innovation that has always been such an integral part of Citroën’s philosophy, while further reflecting the style renaissance that the brand has undergone over the past few years.
Standing 30m high, the striking glass latticework exterior is dominated by soaring chevrons that assert the building’s Citroën identity. The complicated geometric glass and steel façade took five months to assemble and weighs an incredible 86 tonnes.
Visibility and light are both dominant themes of the C42’s design. During the day, the glass-fronted face allows sunlight to pour into the showroom, enhancing the sense of space and highlighting the building’s reflective surfaces. By night the C42 is illuminated in a play of light in the recognisable Citroën shades of white and red.
Providing the central focus to the building’s interior are eight rotating turntables topped by mirrors, each featuring a different Citroën model, that rise up vertically through the building to create a spectacular column of cars.
A panoramic elevator carries visitors from the atrium to the top floor where they can enjoy superb views of some of Paris’ most recognised landmarks such as the EiffelTower and the Place de la Concorde. As visitors walk down from the top floor they can get closer to each of the exhibits, which will change in a series of planned, seasonal exhibitions, and use the touch-screen displays to learn more about them.
For the opening, the models on display illustrate the theme of “sustainable innovation”. Starting with Citroën’s pioneering Traction Avant, visitors move on to experience innovative models such as the 2CV, DS and C6 before reaching the ground floor platform and the futuristic concept car, the C-Métisse.
First acquired by Citroën in 1927, 42 Avenue des Champs-Élysées has seen many reincarnations in design and utility. Now, after three years in construction, the C42 is once again in the perfect position to showcase Citroën at the heart of Parisian and French culture. And with foreign visitors making up 50% of the ‘traffic’ on the Champs-Élysées, the C42 is set to captivate a truly international audience.
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For further information:
Citroën Australia Media Web Site:
Miles Williams
/ Tel: (02) 9701 8020General Manager / Fax: (02) 9701 3555
Citroën Australia / Mob: 0419 800 520
E-Mail:
Edward Rowe
/ Tel: (02) 9701 8015Public Relations Manager / Fax: (02) 9701 3555
Citroën Australia / Mob: 0407 913 244
E-Mail:
Citroen Australia
Street Address: Heritage Building, Campus Business Park, 350 Parramatta Road, Homebush NSW 2140 Australia. Postal Address: Ateco Automotive Pty Ltd,Locked Bag 260, Silverwater, NSW 1811, Australia
Telephone: 02 9701 8000; Direct Telephone 02 9701 8015 Fax: 02 9701 3555. Mobile +61 0407 913 244
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EJR/ejr/769
9/28/2007