Design might not be the first thing that comes to mind when we think of Peugeot. (Actually, since it doesn't market in North America, we don't tend to think of Peugeot much at all - particularly since it withdrew its Le Mans program.) But much as any automaker does, Peugeot has a fully developed design department. Most of its energies seem to be focused on producing outlandish concept cars that never see more light than the lamps bathing them from the high ceilings of European convention centers. But now the Peugeot styling division will have some new projects to work on.

That's because the French automaker is launching a spin-off design consultancy. Not unlike Porsche Design or BMW DesignWorks USA, the new Peugeot Design Lab is being set up primarily to undertake projects for external clients. From its offices in Paris, Shanghai and Sao Paolo, the Peugeot Design Lab has already undertaken a variety of assignments to showcase its capabilities. Those include a pair of bicycles, a jet airplane, a powerboat, a sailboat and a wristwatch, all of which you can check out in the high-resolution image gallery above and the press release below.
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Peugeot launches the Peugeot Design Lab, a global design studio working for the Marque's external clients

With a wealth of knowledge that comes from 200 years of industrial heritage and 120 years of automobile creation, Peugeot launches in Paris on 12 June 2012 the Peugeot Design Lab, a design studio that is open to external clients outside the motor industry.

Peugeot Design Lab is a Global Brand Design studio whose objective is to develop strong and coherent brand strategies so as to strengthen the client's values, codes and identity. Its main mission is the design of products, services and experiences for external clients from all market sectors.

The technical and human resources of the Peugeot Design Centre, at the heart of which the Peugeot Design Lab is located, gives the Peugeot Design Lab a unique capability in this area, across three continents, in the cities of Paris, Shanghai and Sao Paolo.

Peugeot Design Lab was born under the impetus of the new Peugeot corporate identity in 2010. A team dedicated to the creation of products other than Peugeot vehicles was set up with the objective of developing this area of activity. This ambition rapidly became a reality following enquires from outside the company.

It was in this way that the desire to make available its automobile expertise became the common thread of this innovative approach. Today, the automobile is, in terms of design, a complex product but also one of the most accomplished. As underlined by Gilles Vidal, Director of Style Peugeot, "The challenge for automobile designers is ambitious: to anticipate ever higher expectations for quality, safety, and content, while preparing to make a step forward in design with a style that is innovative, attractive, and different".

With its rich industrial history and with its strong know-how in automobile design, Peugeot is able to make its expertise available to clients from many sources.

Expertise: Global Brand Design
Global Brand Design is the very foundation of Peugeot Design Lab. Global Brand Design is the control of everything perceived in a brand, directly or indirectly, through its products, the experience it offers clients and its publicity.

In a world that is more global and more competitive, Peugeot Design Lab defines for its clients an identity for a brand that is unique, strong and uniform, which is absolutely essential for the identification, success and durability of a brand.

Peugeot Design Lab is involved in:
- Brand-Imaging: analysis and creation of a brand strategy, by the definition of a vision, a philosophy of style, and a positive language.
- Creation: integration of the identity of a brand with the creation of one or more products or services. Over and above products and services, this work also involves the materials and colours used, the graphics and logos.
- Development : work on the design of products with 2D & 3D creative research, combining the requirements of the procedures used and the creativity related to the design
- Industrialisation: conception of products or services that take account of the technical and industrial constraints, modelling and creation of prototypes.
- Communication: Involvement with all visual and event-related materials to best project the products in the final information release

Brand Imaging
Every brand is unique. Each possesses its own DNA, history, values and ambitions, which combine to create a world that is specific to it. The role of Peugeot Design Lab is to help in defining and illustrating the vision of the brand, as well as the associated imagery that will carry this vision.

Peugeot Design Lab then turns this information into a powerful and global visual signature. To do this, Peugeot Design Lab determines a philosophy of style, associated with a strong and distinctive language that naturally communicates the values and the identity of the brand through its products. This philosophy is also applied to the materials, colours, graphics and logos.

"All of the designers' imagination and creativity, allied with the rigour required and demand made for the creation of an automobile, is applied to the creation of products and services for clients, throughout the world" declared Vincent Rambaud, Director General of Peugeot.
Located in the PSA Design Centre, the Peugeot Design Lab has a dedicated team of specialists, as well as more general access to the resources and talents of the various design centres located in Paris, Shanghai and Sao Paulo

The work on the design of products forms part of the extension of the definition of the identity of the brand design. This step consists of free and graphic research, pure creation, in order to come up with future innovative concepts, ideas and aesthetic treatments that are the most attractive and pertinent.

Even the best ideas alone do not guarantee the success of a project or product. The design development phase, which integrates all of the various technical and manufacturing constraints is then carried out by 3D designers and experienced engineers

Modelling is seamlessly integrated into the process. It is achieved by iterations between digital modelling and physical development, using milling machines and 3D scanners.

The physical modelling phase is absolutely necessary in order to fully appreciate the project. The conception and creation of prototypes is possible, from the most simple to the most realistic.

Quality is the cornerstone of a strong brand image. Our designers and engineers are constantly preoccupied with enhancing value and improving the image by design and by a level of perceived quality at the highest level in the world.

Perceived quality plays a major role in the design and industrialisation phases. These two phases are also determinate as they lead to the true success of a product, by rigorous work on perceived quality, on the alignment and gaps between components as well as to the materials chosen. The colour and material Designers, involved from the start of a project, are then present to determine the materials that will best present the design and express the image of the brand

Every product requires a coherent communication and at the appropriate level. Effective communication emphasises the characteristics of the products and enriches the image of a brand. It is therefore created and adapted for all target customers, and to all types of media, and for wherever a brand interacts with its customers: events, stands, points of sale, image sites, internet website internet, photos, videos, models, catalogues, brochures ...

The work of the Peugeot Design Lab in this area can range from advice on presentation (recommendations on viewing angles, photographs, ambience, locations, environments, models, product presentation...) to artistic direction. It can also extend to implementation through a specialist internal team.

Business Model
Peugeot Design Lab offers several ways of working which can be adapted to the various needs and business models of clients and their projects.

The tasks of enhancing the value of a brand and developing its products represent long term projects that we define as a strategic investment. The choice to communicate, or not, on this collaboration is left to the client of Peugeot Design Lab.

The creation of new products can also give rise to a co-investment shared between Peugeot Design Lab and the partner brand. Depending on the degree of involvement, this can range from partnership to co-branding.

The manager of the Peugeot Design Lab is Cathal Loughnane. Of Irish nationality, he takes control of the studio after 12 years spent working on design for the PSA Group's brands (interior design and concept cars). He reports directly to Gilles Vidal, Director of Style Peugeot.

Gilles Vidal
Director of Style Peugeot

Gilles Vidal, 39, a graduate of the Art Center College of Design at Vevey (Switzerland), joined the PSA Peugeot Citroën Group in 1996. For 11 years he contributed towards the renewal of the Group's styles, working with Jean-Pierre Ploué. Since 2010, he has been the Director of Style Peugeot.
He worked on the definition of the new Peugeot corporate identity presented in 2010, with the SR1 Concept Car which inspired in particular the lines of the 208, launched in March 2012.

Cathal Loughnanne
Manager of Peugeot Design Lab

Cathal Loughnane, 34, a designer of Irish nationality, qualified as an engineer at the Dublin Institute Of Technology (Bolton ST). He joined PSA Peugeot Citroën in 1999, working at the creative centre on vehicle interior design and on the design of concept-cars, before being appointed Manager of Peugeot Design Lab.

For its launch, Peugeot Design Lab has devised a portfolio presenting its vision of various products: a yacht, a powerboat, an aeroplane and a watch. The studio also presents two creations already put on sale, the DL121 and DL122 bikes.

Concept Yacht

This concept of a monocoque 30 metre sailing boat offers an original architecture which integrates the roof perfectly in the line of the shell, with very long flush glazed surfaces, providing an exceptional level of natural interior light, worthy of a loft.

The cabin spaces are positioned below the bridge, covered in wood. The rigging is built in under the bridge, freeing space and allowing completely free and safe movement on the boat. Automatic reels store the ropes, and electric winches allow fine control of the boat. Its great simplicity in use and control delivers great pleasure and safety on board without sacrificing performance or style.

Concept Power boat

This original and luxurious concept of a two seat power boat is without compromise. With its hyper-elongated proportions and classy profile, it suggests power and high performance.

Its straight and fine stem and long hull allows it to easily cut through waves and provides exceptional stability and speed. The finish is exclusive with its superstructure in lacquered grey, and its bridge covered with light natural wood is dynamic and refined. A ladder perfectly integrated at the rear leads down to a floating platform which facilitates access to a quay.

The interior treatment recalls the world of luxury automobiles in every respect. Each interior part is worked in a distinctive uniform style and with the same care over detail. It is fitted with the latest high technology equipment, such as a multifunction touch-screen, for example.

Concept Jet

The business jet concept was inspired by the world of the HX1 Concept Car. It offers a vision that is luxurious, hi-tech and exclusively for luxury travel. It has a strong and positive identity, setting the scene for its innovations.

This identity is characterised by a perfectly profiled fuselage which integrates its jet engines within its outline, like a fighter plane. In the same spirit, the tail plane has two fins, unheard of in this type of aircraft. The wings include very technological lighting in their leading edges.

The interior treatment is in a spirit that is evocative of luxury, ergonomic efficiency and lightness. Of modular design, it is possible to accommodate between 8 and 14 passengers by means of a system of tipping seats.

TP001 sports watch

TP001 is a technical ultra-plate watch intended for very sporting use.

The casing in black satin titanium is sized as closely as possible to the mechanism to optimise weight. The large surface buttons are reinforced for extreme use.

Exclusive and ergonomic, it allies high performance and aesthetics.

DL121 bike

The DL121 is a research exercise in graphic identity and colours and materials. Produced as a limited edition, it makes no aesthetic compromise related to its use: it is situated at the boundary between the world of the bicycle and art.

This concept bike is the result of reflections made on contrasts:
- Contrast between function and treatment, it associates refined work on colours and materials with a basic object.
- Contrasts in appearance, it plays on the graphic theme of a clean and assertive cut: the front presents a rich copper and deep aspect, whereas the rear is done in matt white, pure and luminous.

Among other things, the DL121 Concept Bike presents an innovative carrying case, inspired by luggage goods. This is integral with and is ingeniously fitted on the frame. A double zip gives access to the interior space for stowing your compact objects, such as a tablet computer.

DL122 bicycle

The DL122 has been conceived to address new issues of urban mobility and sustainable development. In this perspective, the DL122 concept bike is perfectly agile, light, compact and practical. It presents unequalled functionality in its segment. A spacious storage capacity can accommodate a laptop. Pliable, latest generation anti-theft protection is cleverly built into the bike. The design remains pure and dynamic.

The treatment of materials gives a presentation that is both chic and relaxed. The natural wood is elegant and modern. The splashes of colour give a touch of discrete and fresh impertinence. The coverings for the saddle, handles, handles, grips as well as the bag specially created for the bike, are done entirely by hand, by craftsmen who work on our concept cars, and with the same requirement for quality and design.

Find full information on Peugeot Design Lab at
Clients can contact the studio by writing to

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