Peugeot Avenue Paris: a new look for the Champs-Elysées showroom
The PEUGEOT AVENUE brand showroom, which welcomes more than 2.5 million visitors a year at its prestigious 136 Avenue des Champs-Elysées address, is reopening after a 5-month closure for remodelling. The result is a completely redesigned space that reasserts the company’s ambitions in terms of brand image and consumer events.
On the world’s grandest avenue, PEUGEOT accompanies the upscaling of the brand by transforming its brand showroom, Peugeot Avenue, created in 2000, which is to reopen following a 5-month remodelling programme.
Visitors are greeted by a new frontage, adorned with a black and blue tinted window, from which the stylised head of a leaping lion emerges. Inside, the 300-sqm space reveals sophisticated, elegant design features: acute angles, clean lines, shiny geometric surfaces and illuminated embedments, in the style of a luxury store. The transformation enhances and highlights the musculature of the concept cars and some of the make’s iconic vehicles on show. The designer Marc Ange, founder of the Bloom Room agency, explains his vision: “I wanted the Peugeot image to excite a fascination for mechanical force, speed and the animal power of the lion… In other words, to be a physical illustration of PEUGEOT’s contemporary elegance”.
A dynamic, participative space sparking experience and emotion
The prestigious premises are first and foremost a vehicle for the brand’s image as well as a space where PEUGEOT and the public come together. Visitors gain knowledge of the brand and experience it in the true sense of the word. To make these exchanges and the brand experience more dynamic, Peugeot Avenue will offer more interactive features and some didactic, fun experiences to surprise visitors of all ages – more than 2.5 million people come through its doors every year, more than half of whom are foreign visitors.