“Unexpected from every angle, the new PEUGEOT 408 was designed and created for car enthusiasts and life, by designers and engineers who love cars. Future owners will definitely want to break the monotony and go in search of the pleasure of responsible driving. This installation gives them different feelings like the 408 excites with its normal driving. To express all this, we wanted to show our new Fastback in this way, at the Louvre-Lens, more than six months after its launch”, says Linda Jackson, CEO of the brand PEUGEOT.
With the distinctive appearance of a powerful and innovative Fastback, the PEUGEOT 408 is bound to be a source of inspiration. It inspired a talented team of artists, engineers and technicians from the Parisian design studio Superbien, who implemented a project designed by the agency OPEN, transforming it into a beautiful reality that seems to defy gravity.
These experts in the creation of ephemeral machines created this unique situation. “Circle” is a truly unexpected event: where is the top? where is the bottom? How can the PEUGEOT 408 flip or spin to move in an unprecedented way? The answer lies in this transparent “Circle”, which covers it. car and show it from all angles.
The PEUGEOT 408, with its sporty and fluid styling, is presented as a unique work of art that emphasizes the aerodynamic characteristics of the model.
Attractive packaging that matches the model
“The Sphere allows the PEUGEOT 408 to be suspended and displayed as if it has no weight, and puts the whole car in rotation so that it can be admired from all sides. We wanted to show the transformation that the PEUGEOT 408 presents. To do this, we had to defy gravity and create a structure capable of rotating PEUGEOT 408 in any position, allowing its design to be properly appreciated. The design had to be as attractive and unusual as the model itself. That is how ‘The Sphere’ was born”, explains Stéphane Lecoq, Creative Director of the OPen agency. “Where form meets and work in an unexpected way, an amazing thing happens. The construction of the ‘Sphere’ and its performance, physically and aesthetically, required thinking in a very new way.”