The Peugeot Foodtruck was dreamt up and designed by Peugeot Design Lab, the carmaker's Global Brand Design studio, and dubbed Le Bistrot du Lion. The new restaurant on wheels will take up residence at Milan Design Week 2015 on 14 April, before heading to the French Pavilion at the 2015 World's Fair, Expo Milano, where the theme will be "Feeding the Planet, Energy for Life."
Peugeot's story began over two hundred years ago in France, a country now known for both its culinary delights and automobile industry, and it is no coincidence: both fields are underpinned by precision, chemistry and innovation. As early as 1810, the Peugeot family's grain mill was converted to begin manufacturing saw blades. From there, the brand continued to expand at a swift pace; the first Peugeot coffee mill was sold in 1840 and in 1874 the first Peugeot pepper mill—whose mechanism has a lifetime warrantee. In 1882, the first Peugeot vehicle, the Grand-Bi Penny-farthing bicycle, made its debut, followed shortly thereafter by another visionary machine: the first Peugeot automobile. Since then, Peugeot has sent more than 65 million motor vehicles out onto the world's roads.
In 2015, Peugeot is the only brand in the world that continues to manufacture tableware while also designing and producing vehicles—automobiles, bicycles and scooters—by the millions.
These two centuries teeming with ideas, ingenuity and bold design have now given rise to an innovative take on the food truck: Peugeot's unique vision for a roving restaurant that caters to the senses to keep customers coming.
Since it was founded, Peugeot has designed and manufactured thousands of domestic objects and vehicles. They are proof of our multifaceted industry expertise and our ability to reconcile new forms with function. The Peugeot Food Truck is an obvious heir to these traditions: a mobile object, an automobile, which, once parked, becomes a food truck unlike any other. Our goal is to appeal to all the senses—sight, taste, smell, hearing and touch—through the unique combination of modernity and harmony only Peugeot can offer.
Gilles Vidal, Peugeot Design Director
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