PEUGEOT LIGHTUP EVENT 2011
Bright lights at night, Car lovers' delight
On 22 January 2011, a dozen large helium balloons were lit up outside the Peugeot showroom. This illuminating spectacle marked the grand finale to the “Peugeot Light Up”, an event hosted by the car distributor, in which over 120 invited guests came together to celebrate the New Year.
In 2010, Peugeot celebrated its second centennial, a 200-year history of excellence and inspiration. According to Marketing Manager of AutoFrance, Medyawaty Widjaja, Peugeot wanted the Light Up event to not only kick-start the New Year but also the next two hundred years of success and innovation. Guests were entertained by a 3-piece band as they indulged in a dessert buffet. They were also asked to decorate a huge balloon, measuring almost 7 feet in diameter, with their biggest wishes about cars. At the end of the night, this glowing balloon was released to float up towards the stars, symbolising the fulfillment of all these dreams. Ms Widjaja said that the balloons were inspired by the sky lantern, an airborne paper lantern that many believe to bring good luck. The lanterns are said to symbolise dreams coming true and the ‘floating away’ of one’s troubles and fears. Popular lore has that the sky lantern, or Kong Ming lantern, being invented by the Chinese sage and military strategist Zhuge Liang. During the Ching Dynasty, they were used to signal to villagers, who had fled the village during a bandit attack, that their homes were safe once more. They later became popular with children at carnivals and were incorporated into many Asian festivals and celebrations. They are still used to celebrate the ‘Yi Peng’ festival in Northern Thailand. However being the innovators that they are, Peugeot wanted to find an original take on the sky lantern to bring across its message of aspiration and celebration. Its simple and clever alternative of using balloons displayed the characteristic ingenuity and innovation of Peugeot. As the lights ascended into the air, setting the night sky aglow, they seemed to be carrying with them the future of Peugeot, bearing it ceaselessly into the future.