September 1, 2022

3 minute read

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The new Peugeot 408 turns heads at the Louvre-Lens
While some people rub a lamp to make a genie come out or others open caves by saying a simple phrase, at PEUGEOT, they make cars fly. A levitating car, defying the laws of gravity: the concept seems to come straight out of a mythical tale from the Arabian Nights. Aladdin and Ali Baba had better watch out... 
Work of art or technological achievement? 
Is it a sphere? A bubble? Is it a sculpture or a technical object? A subtle alchemy between art and the automobile, the transparent case of the new 408 is all of these things at the same time.
PEUGEOT's magic formula for weightlessness is based on meticulous collaborative work and masterfully orchestrated staging. Embedded in the heart of a transparent sphere, the Fastback 408 seems to float and rotate on itself, offering its best features to curious and admiring eyes. The spherical installation allows visitors to discover the innovative design of the new Lion saloon from every angle.
A symbolic presentation date
After three months of hard work in collaboration with the OPEn agency, the Parisian creative studio Superbien and the PEUGEOT teams, the Sphere was presented to the public at the Louvre-Lens on the symbolic date of 4 August 2022: light on the 408, on 4.08! Coincidence or premeditation? It's up to you to find out...
This exceptional set up for the presentation of the new 408 will be used in other places. "We will probably see it again at future events," the French manufacturer said in a statement. In particular, we can expect to see the Peugeot 408 in the Sphere at the Paris Motor Show, from 17 to 23 October 2022.
In the meantime, check out the behind-the-scenes video of the Sphere installation with comments from Phil York, Marketing and Communications Director for the PEUGEOT brand. 
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