“The Sphere”, an original way of displaying the new Peugeot 408
“Unexpected from every angle, the new PEUGEOT 408 has been conceived and designed for lovers of cars and life, by designers and engineers who are passionate about cars. Future owners will undoubtedly want to break away from monotony while seeking responsible pleasure. This setting will provide them with all the emotions that come from driving instinctively. To express all this, we wanted to showcase our new Fastback at the Louvre-Lens more than six months before its launch,”says Linda Jackson.
With its unique look of a dynamic and innovative fastback, the new PEUGEOT 408 had to be inspiring. It inspired a talented team of artists, engineers and technicians from the Parisian creative studio Superbien, who implemented the project designed by the agency OPEn and transformed it into a breathtaking reality that seems to defy gravity.
These specialists in the design of ephemeral installations created this unique setting. The Sphere” is a truly unexpected experience; where is the top? Where is the bottom? How can the new PEUGEOT 408 turn upside down or twist to move in such an unprecedented way? The answer is this transparent “Sphere” that surrounds the car and shows it from all angles.
The new PEUGEOT 408, with its sporty and fluid design, is presented as a unique work of art, highlighting the aerodynamic qualities of the model.
“We really liked the idea of this ephemeral work of art, which is original and beautiful to look at and which perfectly accentuates our new arrival. The new PEUGEOT 408’s original style has been praised by many people who have already discovered it. It was presented in a very original way, in the magnificent and modern setting of the Louvre-Lens,” says Linda Jackson, CEO of the PEUGEOT brand.
“Peugeot moves and innovates in all areas. The transparent Sphere, designed for the new PEUGEOT 408, shows the allure of our new model from all sides. This creation is perfectly in line with Peugeot’s global expression of its new brand identity” adds Phil York, Marketing and Communication Director for the PEUGEOT brand.
A seductive setting to suit the car
“The Sphere allows the new PEUGEOT 408 to be suspended and displayed as if it were weightless, rotating the entire car so that it can be enjoyed from all angles. We wanted to show the dynamism exuded by the new PEUGEOT 408. To do this, we had to defy gravity and create a case that could effortlessly rotate the new PEUGEOT 408 into any position and allow its design to be properly viewed. This case had to be as attractive and unexpected as the car itself. This is how the Sphere was born,” explains Stéphane Lecoq, Creative Director of the OPEn agency, before continuing: “When form meets function in an unexpected way, something spectacular happens. The construction of the “Sphere” and its operation, both physically and aesthetically, required very innovative thinking.”
The staging technique…
The entire structure of “The Sphere” is made of high-strength steel and covered with a protective layer of silver epoxy. The transparent bubble/sphere is made of soft PVC, which allows the use of discreet air blowers to keep the bubble inflated while being barely visible. The two large 5.10m diameter hoops are set in motion by a 4-wheel drive system, powered by 3,500 watt electric motors. Most of the power is used to control the rotation of “The Sphere” and maintain its centre of gravity.
The Louvre-Lens, a strikingly beautiful and ultra-modern venue, was the perfect setting for the installation. Its sleek arrangement of curved glass and aluminium facades creates a modern beauty which is aligned with the grandeur of the Parisian original. Its unexpected design and breathtaking look made it the perfect place to launch the new PEUGEOT 408 in… its bubble.
Sales start early 2023
The new PEUGEOT 408, which will be showcased for a short time in “The Sphere”, will enter the real world in early 2023 when it goes on sale. A car with international ambitions, it will first be produced in Mulhouse, France, for the European market, and then in the Chengdu factory in China, for the local market.
At launch, it will be offered with two plug-in hybrid engines – PLUG-IN HYBRID 225 e-EAT8 (180 bhp) and PLUG-IN HTBRID 180 e-EAT8 (150 bhp) and a PURE TECH petrol engine (130 bhp).
