Is this the world’s largest multitouch digital synthesizer?

The world’s largest multi-touch digital synthesizer has been built for the launch of the Peugeot E-3008 Allure.

Representing a new era for Peugeot, the E-3008 Allure is a fastback SUV which is available in an all-electric option

The launch of the car took place in Sochaux, France, the birthplace of the Peugeot brand, where Unit 9 worked with OPEn (Omnicom for Peugeot Engine) on a highly charged installation with touch-reactive projections, three-sided LED staging, and dynamic 3D spatial audio.

Unit 9 placed the car behind a 30m semi-translucent screen and created an interactive surface attendees could play with. The car’s silhouette was visible in the vast, electrically charged multi-touch box. When people placed their hands on the surface, they were rewarded with real-time animation that came alive. Attendees could also manipulate 3D spatial audio with their hands, making this the world’s largest multi-touch digital synthesizer.

Every touch created something new—a lively personification of Allure—and revealed the car little by little. After the electric charge of human touch reached a threshold, the unveiling began with a visually and sonically impactful show. During the reveal, the interactive screen rose to spotlight the all-new E-3008 inside against an LED volume stage.

“We wanted the physically present audience to feel very much part of the show narrative and give them a rewarding, memorable experience throughout – a tactile yet otherworldly experience that humanised and emulated the Peugeot brand message of ‘We Are Allure’,” said Sean Pruen, director of Unit 9.

The event’s hashtag #newpeugeote3008 has since had over 68 million views on TikTok alone and the audience physically present for the reveal felt very much part of the show narrative, and those who experienced it online felt the otherworldly electricity through the screen. All who saw it felt the call stir within them: There’s a little bit of allure inside everyone.