Peugeot Sport – Take on Track.

An immersive brand experience for the Peugeot Sport Hypercar at the 24 Hours of Le Mans.

Conceived as a kinetic journey, the space turned speed into a continuous racetrack, blending storytelling, interactive challenges, and retail. ensuite, version longue.

Take on Track is an experiential concept created for the Peugeot Sport Hypercar at the 24 Hours of Le Mans. Developed in collaboration with MCI, the project transformed Peugeot Sport's visual language into an immersive environment where speed becomes both a visual expression and a physical journey.

Inspired by the kinetic deconstruction of motion, the stand unfolded like a continuous track, creating the sensation of endless acceleration. This kinetic narrative came to life through interactive activations, including a sprint challenge where visitors raced against the car's acceleration through light effects, helmet and T-shirt customization workshops, and a retail area.

Blending design, storytelling, and audience engagement, the project offered a dynamic translation of Peugeot Sport's performance DNA.