The new Peugeot 408 is aimed towards a lifestyle-orientated, urban target group. The objective of the launch was to develop an appealing, exceptional product and brand experience and to present it to the relevant spectrum of the target group. With this in mind, VOSS+FISCHER designed a roadshow that set out to meet the design standards and goals of the brand, as well as respond to the target group‘s interests.
Under the title “The Unexpected Experience”, a pop-up space was created as a fusion of art, design and fantasy, with the Peugeot 408 at its heart. Visitors were to be enchanted as part of an art installation full of a variety of details and constantly changing settings, while at the same time experiencing the different facets of the vehicle. The central highlight was a specially developed kaleidoscopic art installation that made it possible to perceive and experience the distinctive design of the car from surprising and unexpected different perspectives.
Pop-up stores were created for “The Unexpected Experience” in the open retail spaces of five heavily frequented shopping centres. From the outside, the store appeared mysterious, only the silhouette of the Peugeot 408 was visible. The kaleidoscope formed the entrance. In the interior, the brand and car-related design world of the kaleidoscopic LED installation awaited the visitors with screens that offered further information about the vehicle.
The event was supported by a social media campaign with the hashtag #Unexpected408. An accompanying photo box with a kaleidoscopic appearance enabled the participants to take photos and share them on their social media channels.