PEUGEOT at Melbourne Motorshow 2025
THE CHALLENGE
Back after 14 years, the 2025 Melbourne Motorshow promised to be the largest gathering of automotive manufacturers and aftermarket brands in Australia.
As such, longstanding client Inchape, the distributor for PEUGEOT in Australia, approached DisplayWise to design and build a custom exhibition stand that would redefine how an automotive brand could connect with audiences. The brief provided for the 140m² stand was to embody “The Power of Allure” — a campaign celebrating design excellence, driving pleasure, and next-generation hybrid technology. The space would also need to elevate PEUGEOT’s premium French identity while introducing the latest models, including the 308, 408, 2008, 3008 and E-Expert, as well as encourage test drive bookings.
Key challenges included balancing reusability with high-end visual impact, operating under a tight 36-hour bump-in. Additionally, our team would need to integrate new multisensory storytelling elements that would set the brand apart from traditional automotive displays.
CLIENT | INCHAPE X PEUGEOT |
|---|---|
SERVICE | EXHIBITION |
LOCATION | MCEC |
DATE | APRIL 2025 |
THE SOLUTION
DisplayWise designed and delivered an immersive environment that fused architectural elegance with emotional engagement. With only 36 hours to bump-in, it was crucial to secure priority bump-in access, supported by DisplayWise’s integrated end-to-end model. The stand was to showcase 5 cars so it was important to prioritise prefabrication and test assembly offsite to reduce labour costs and minimising onsite risk.
At the centre of the space, our team designed a custom-built parfumerie activation, produced in collaboration with boutique Australian perfumer Flâner Fragrances to launch PEUGEOT’s signature scent, “The Power of Allure.” The parfumerie featured brushed gold counters, glass cloches, and LED-lit shelving, creating an intimate space where visitors could sample the fragrance. By scanning a QR code, guests subscribed to PEUGEOT’s newsletter to receive a complimentary sample, while test drive participants were gifted a full-sized bottle — extending brand interaction beyond the show floor. The custom parfumerie activation created a unique point of difference, breaking away from conventional automotive exhibition formats to create an unexpected, immersive brand encounter.
Innovation was the defining force behind PEUGEOT’s custom stand — a sensory-driven experience that reimagined what an automotive display could be. As such, a custom-engineered black square rig with suspended gold blades and semi-transparent panels was produced to elevate the brand aesthetic and attract attention across the show floor.
Drawing inspiration from traditional French crystal chandeliers, DisplayWise created the ceiling design with a vision of elegance and functionality that reinforced PEUGEOT’s heritage and design philosophy. The rig featured statement lighting pendants within the ceiling panels which reflected a Mid-Century Modern design and created a jewel-box effect. This approach softened exhibition hall lighting while accentuating the sleek lines of PEUGEOT’s hybrid vehicles.
From initial concept through to installation, our team prioritised sustainability and responsible design at every stage. To meet the stand’s sustainability objectives, approximately 90% of existing assets were repurposed to shape the concept and layout — including custom walls, AV, flooring, and furniture. New elements, such as the parfumerie counter, shelving, and rig, were carefully engineered for seamless integration, creating a cohesive narrative while minimising material waste.
This thoughtful blend of new and existing modular components not only aligned with PEUGEOT’s hybrid vehicle messaging but also ensured long-term brand consistency, with assets designed to be refreshed and redeployed across future events.
THE RESULT
The PEUGEOT custom exhibition stand at the Melbourne Motorshow 2025 was a show highlight, praised for its creativity, craftsmanship, and sensory innovation. The parfumerie activation became a major talking point across industry and lifestyle media, including The Design Files, and was amplified through paid partnerships with Flâner Fragrances and micro-influencers.
Inchape and PEUGEOT were delighted with the results:
- 581 new subscribers via the parfumerie QR activation
- 30 test drives booked directly at the show
- 600K+ total digital reach across social and video content
- 5.14M cumulative PR reach, including national design coverage
- Legacy impact with key assets reused from existing assets and repurposed for Inchcape’s showroom post-event
Through thoughtful reuse, premium detailing, and sensory storytelling, DisplayWise delivered a stand that embodied PEUGEOT’s “Power of Allure” — proving that sustainability and sophistication can coexist to create unforgettable brand experiences.
Inspired from the Inchape x PEUGEOT experience?