Peugeot Design Lab launch
The 12 of June 2012 Peugeot launched the Peugeot Design Lab, a Global Brand Design studio that is open to external clients outside the automotive industry.
Vincent Rambaud, Peugeot Brand CEO, Gilles Vidal, Peugeot Design Director, and Cathal Loughnane, head of the new studio Peugeot Design Lab studio, presented the first concept from this new entity.
The visitors were invited to view a selection of the most iconic non-automotive objects on loan from the Peugeot museum in Sochaux, that have marked Peugeots history since1810.
After this exhibition, the visitor discovered a film presenting a selection of concepts objects that were specially designed for the occasion. This film was projected onto a screen 12 meters by 4, creating an immersing the audience in Peugeot design Labs future designs. The concept bike DL12, one of the first objects created by the studio was also on display.