Revealed on 2 April, at a special preview hosted by popular Paris event venue Le Carreau du Temple, the Peugeot Foodtruck is a special vehicle that will be celebrating French culinary tradition at the 2015 World’s Fair, Expo Milano, where the theme will be “Feeding the Planet, Energy for Life.”
As Cathal Loughnane, Head of Peugeot Design Lab, explains, “For the Peugeot Foodtruck, we wanted to create a complete food truck experience, not only creating a kitchen for the chef but a restaurant and cafe for the customers. A lot of attention was given to opening up the kitchen and allowing the chef and food preparation to be as close to the public as possible. We also wanted to create a real sense of surprise as the compact Peugeot Foodtruck transforms into amphitheatre like dining space Le Bistrot du Lion”
The Peugeot Food Truck was designed for an urban environment. Its compact dimensions and short front and rear overhangs provide enhanced maneuverability, while its long wheelbase offers considerable load volume.
Once on site, the Peugeot Food Truck spreads its wings to double its width to offer a versatile space that can easily be adapted to a variety of environments and events.
Le Bistrot du Lion includes areas for food preparation, dining and refreshments, as well as a DJ booth—capitalizing on the new digital music platform launched by the brand, Peugeot MUSIC.
To make sure everyone gets the most out of the experience, the Peugeot Foodtruck comes equipped with everything needed to feed 30 patrons comfortably inside Le Bistrot du Lion, with a collection of standing tables all shaded under Umbrosa parasols.
The vehicle is also designed to recuperate and recycle all waste and insure that once folded up it leaves the city in exactly the same state as when it arrived.
Customers can watch the chef’s every move thanks to a 46-inch screen and a sound system by French speaker-maker Focal.
To ensure the Peugeot Food Truck was completely functional and in compliance with all standards and food hygiene regulations, Peugeot Design Lab partnered with Euromag, a French food truck specialist.
The professional-grade preparation and cooking appliances are all designed to be multi- functional, in order to adapt to the inspiration and talents of any chef and type of cuisine, from fine dining to fusion and molecular gastronomy.
On board, chefs have at their disposal two grilling plates grilling and 4 induction burners as well as a deep fryer.
The ventilation system ensures optimum air quality and a 400-litre refrigerated under-foot compartment makes sure food stays fresh. A 350-litre refrigerator keeps the drinks cold, and a professional espresso machine by Rocket Espresso provides patrons with delicious coffee to conclude their meals.
Peugeot has selected French chef Sven Chartier, of Saturne and Le Clown Bar in Paris, as the first culinary tenant of Le Bistrot du Lion. An ideal pairing of the brand’s first mobile restaurant with a chef who respects and believes in local sourcing and organic farming.
Chef Chartier will be using the new Peugeot salt and pepper mill set, which was designed to accompany the truck in all his culinary travels. The duo, dubbed Milan, is the brand’s latest homage to the alliance of the culinary arts and design.
The Milan set are the first mass-market mills designed by Peugeot Design Lab. They will initially only be available for purchase at the French Pavilion during the 2015 Milan Expo, and then will subsequently be distributed through PSP Peugeot (Poivrières Salières Production) sales outlets.
The Milan set, which is made at the PSP factory in Quingey, in eastern France, is made beech wood locally sourced in Franche-Comté forests and boasts the unique U-Select system, which allows the user to precisely adjust the size—and thus taste—of the grounds using six size settings.
Peugeot mills are sold worldwide, with 2.5 million units manufactured each year.
Peugeot and culinary traditions
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.
Gilles Vidal, Peugeot Design Director, commented: “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.”