From a bicycle to the festival shuttle. In his talk Cathal Loughnane, director of the Peugeot Design Lab, provided a look at the work done by the multidisciplinary designsmithy, explaining the power of the Peugeot brand and the significance of good industrial design for successful products in the automotive sector and far beyond. In addition to Peugeot products, the Peugeot Design Lab also develops design solutions for clients outside this sector. Their motto: Design driven by Peugeot! The shuttle took visitors from one hot spot to the next. Hopefully, this will be repeated in 2018.