PEUGEOT is launching its PEUGEOT Design Lab studio in São Paulo

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São Paulo, Brazil – After Shanghai and San Francisco, PEUGEOT DESIGN LAB is opening a third satellite studio in Sao Paulo, Brazil.

Drawing on its know-how, built over 210 years of industrial heritage and 131 years of automotive design, in 2012 PEUGEOT launched the PEUGEOT Design Lab, its design studio serving clients outside the automotive sector.

2 Beneteau_Peugeot_Sea_Drive_Concept_1 The technical and human resources of the PEUGEOT Design Centre, where PEUGEOT Design Lab is located, provide it with a unique ability in this field.

“All the imagination and creativity of the designers, combined with the extreme precision that the development of a car requires, will be applied to the development of products and services for PEUGEOT Design Lab’s external clients around the world,” said Matthias HOSSANN, PEUGEOT Design Director.

As a global car manufacturer, PEUGEOT has professionals in its design teams who know that, whatever the field, the perfection of new products is not just about their functionality. “We have to go even further, to deliver at the same time a global experience in harmony with the wishes and aspirations that the customer himself is often unable to detect”, says Fabien DARCHE, PSA Group Design Director in Latin America, who will be at the helm of the activities of the PEUGEOT Design Lab studio in São Paulo. It is this philosophy that enables the PEUGEOT Design Lab team in São Paulo to integrate and support the regional demands for the development of non-automotive products and to work in collaboration with the studios in Paris, Shanghai and San Francisco. Confident and enthusiastic about the PEUGEOT Design Lab – São Paulo project, Fabien DARCHE adds: “We are going to consolidate PEUGEOT Design Lab in Brazil not only by fostering the know-how, experience and excellence of PEUGEOT design from the automotive field, but above all by offering customers the opportunity to detect the refinement and elegance synonymous with PEUGEOT design in other products and services”.

A Speciality: The Global Brand Design

3 Beneteau_Peugeot_Sea_Drive_Concept_5 Global Brand Design is the very foundation of the PEUGEOT Design Lab. It is this knowledge of everything that, directly or indirectly, constitutes a brand in the eyes of its clients, i.e. must not only offer products but also build a coherent brand experience. In an increasingly globalised and competitive world, the PEUGEOT Design Lab studio defines a unique and strong brand identity for its clients, which is essential for the identification, success and sustainability of the brand.

As Jean-Philippe IMPARATO, PEUGEOT Brand Director, points out, “Our main mission as a Brand is to anticipate the desires and needs of our clients in terms of quality, safety and content and to funnel all this into a surprising, innovative and attractive project”.

4 Piano_Peugeot_Pleyel_8 The PEUGEOT Design Lab will therefore be active in fields as varied as Brand Image, Creation, Development, Industrialisation and Communication. The creation of new products can sometimes give rise to co-investment between PEUGEOT Design Lab and the partner brand. Depending on the commitment, this collaboration can vary from partnership to co-branding. Finally, throughout its history, PEUGEOT has displayed a deep social commitment. PEUGEOT Design Lab will continue this tradition by opening its doors to non-profit projects.