Launched earlier this year in Paris, the Peugeot Design Lab is a global brand design studio focusing on the design of non-automotive products, services and experiences for the Peugeot brand & external clients in all business sectors. The Design Lab was born under the impetus of the new Peugeot corporate identity in 2010, with a dedicated team formed following multiple solicitations from outside companies. Comprising around ten designers from the motor industry, trained from the start both in the development of extremely complex objects and specialising in the creation and application of Brand Identity, Peugeot Design Lab simultaneously develops products and brands in multiple contexts.

The Design Lab's first notable outcome is a new piano developed in collaboration with piano manufacturer Pleyel, which seeks to change the conventions of the music world. For head of Peugeot Design Lab Cathal Loughnane, "the objective was above all to be innovative, the goal was to develop an object that neither Peugeot nor Pleyel could create independently."

The final development of this "piano of the future" required months of research, study and tests carried out by the designers alongside a team of engineers technicians, and acoustic engineers from both companies. The piano features lowered mechanics, aligning the piano's cover and keyboard — which allows the audience to see the artist play from any viewing angle. The Peugeot — Pleyel piano features also a self-supporting lid mechanism that can be raised with one hand, a cantilever leg, an ultra fine music sheet support, and a structure in carbon fibre.

On the occasion of its launch, the Peugeot Design Lab presents a diverse portfolio with a series of other projects: a concept power boat, a concept jet, a sportswatch and two bicycles — the DL121 and DL122.