Sean Pruen

Peugeot: We Are All Allure

Play video

‘We wanted the physically present audience to feel very much part of the show narrative and give them a rewarding, memorable experience throughout. A tactile yet otherworldly experience that humanised and emulated the Peugeot brand message of ‘We Are Allure’.

Sean Pruen, Director, UNIT9

The background

Peugeot’s new E-3008 Allure represents a new era for the iconic brand. The fastback SUV is available in an all-electric option, combining quality design with cutting-edge features. To launch the exceptional car to the public, we built the world’s largest multi-touch digital synthesizer that let Peugeot enthusiasts control the reveal.

The execution

The E-3008 Allure unveiling took place in Sochaux, France, the birthplace of the
Peugeot brand. We worked with OPEn on a highly charged installation with touch-reactive projections, three-sided LED staging, and dynamic 3D spatial audio.

We placed the car behind a 30m semi-translucent screen and created an interactive surface attendees could play with. The car’s silhouette was visible in the vast, electrically charged multi-touch box. When people placed their hands on the surface, they were rewarded with real-time animation that came alive. Attendees could also manipulate 3D spatial audio with their hands, making this the world’s largest multi-touch digital synthesizer.

Every touch created something new—a lively personification of Allure—and revealed the car little by little. After the electric charge of human touch reached a threshold, the unveiling began with a visually and sonically impactful show. During the reveal, the interactive screen rose to spotlight the all-new E-3008 inside against an LED volume stage.

The results

The event’s hashtag #newpeugeote3008 has over 68 million views on TikTok alone. The audience physically present for the reveal felt very much part of the exciting show narrative, and those who experienced it online felt the otherworldly electricity through the screen. All who saw it felt the call stir within them: There’s a little bit of allure inside everyone.