UNIT9 x Proximity | Peugeot E-3008 Launch
As Executive Producer at UNIT9, I led the production of a multi-sensory press launch experience for the flagship Peugeot E-3008, delivering a bold, immersive reveal that fused technology, storytelling, and audience interactivity.
The launch took place in Sochaux, France, the historic birthplace of Peugeot. To honour that legacy while showcasing innovation, we built a custom LED volume, surrounded by semi-translucent fabric that offered only fleeting glimpses of the car within. This shroud of mystery set the stage for a uniquely suspenseful reveal.
As the venue filled with automotive media and industry press, we triggered a fully interactive projection sequence. Using a lidar sensor array, we enabled guests to influence both the visual and audio landscape in real time, with movements and presence feeding dynamic projections that wrapped around the car and environment. Over the course of 15 minutes, the intensity of the experience built organically, creating a sense of collective anticipation and immersion.
At its climax, the surrounding walls lifted in a dramatic crescendo, unveiling the E-3008 for the first time within a striking CG-enhanced LED environment, designed to spotlight the car’s cutting-edge design and electric performance.
This project brought together spatial design, interactive technology and theatrical reveal techniques to reimagine what a car launch could feel like. It transformed a press event into a shared emotional moment for every guest in the room.
