DS Urban Store – The new DS boutique concept comes to London

Inaugurated last night in the presence of Arnaud Ribault – Vice President Sales & Marketing, #ds Automobiles – the very first #dsurbanstore has opened its doors at the prestigious shopping destination, Westfield #london. The only store of its kind to date, this grand opening heralds the arrival of a new digitally-enabled #ds boutique concept that the brand will soon deploy in popular and prestigious locations around the world. The #dsurbanstore invites visitors to immerse themselves in the refined world of #ds Automobiles. Guests can even explore the vast range of personalisation options available across the #ds collection, by means of a virtual reality experience known as #ds Virtual Vision. Those who give in to temptation can configure, personalise and buy their new #ds car in-store. Discover the first #dsurbanstore in the North Atrium, Westfield #london.

Yves Bonnefont – Chief Executive Officer, #ds Automobiles – commented; “The #dsurbanstore opening in #london represents an important step in the development of the #ds network. This new digitally interactive #dsurbanstore concept is a strong asset to promote the brand as close as possible to its customers. It is a place where you can buy your #ds, immerse yourself in the #ds universe and live the brand experience.”

The #ds network has just been expanded with a new concept – the #dsurbanstore. Always located in the heart of popular and prestigious urban centres, a #dsurbanstore can either be a stand-alone facility in a shopping mall or have a shop front on the high street. Its purpose is to promote the brand to prospective #ds customers, precisely where they regularly spend their leisure time.

The #dsurbanstore is about inviting guests to immerse themselves in the values of the #ds brand, complete with its colour codes, fragrant aroma and interior design touches. It uses interactive digital technology and virtual reality to give visitors the opportunity to configure, personalise and view their very own #ds.

Each #dsurbanstore features five different areas:

The DS EXHIBITION area, giving pride of place to a flagship model from the #ds collection;
The DS VIRTUAL VISION area, for an immersive 3D journey into the #ds range of premium cars. Wearing a virtual reality headset, guests can view all of the different personalisation options available. The experience is dynamic, interactive and engaging, particularly as those using the technology ultimately find themselves on the Place de la Concorde in Paris, face-to-face with the #ds of their choice;
The DS BOUTIQUE, with a large collection of #ds lifestyle products inspired by #ds Automobiles’ distinctive brand values – French expertise in luxury, refinement, personalisation and advanced technology. Whether guests are #ds enthusiasts, or are unfamiliar with the brand, everyone will find something to complement their lifestyle.
The DS LOUNGE, where guests can work on the configuration of their car, guided by a #ds Advisor.
The DS BIJOUTERIE is the most private area within a #dsurbanstore, which is normally reserved for clients who wish to confirm the purchase of their new car.

THE FIRST #ds URBAN STORE…IN LONDON!
Yesterday, the first #dsurbanstore officially opened its doors at the hugely popular Westfield #london shopping centre. This 140m2 showcase is now open to visitors. Seven #ds Advisors have been appointed to welcome guests, provide information about the #ds brand and to bring the #ds experience to life.

Westfield #london – the UK’s premiere shopping and leisure destination – is a high-end, innovative and dynamic place to shop, eat, and to meet. In 2015, 27 million people visited the shopping centre, which is home to more than 300 stores, including many luxury brands.

DS AUTOMOBILES’ GROWING DISTRIBUTION NETWORK
With 132 #ds Stores, 101 #ds Salons and 2 #ds WORLD locations globally, the #ds Automobiles distribution network is quickly becoming established. In the #uk alone, the first #ds Store and 9 #ds Salons are already in operation. In Europe, the number of retailers is set to expand rapidly over the next two years, becoming a dedicated operational network with over 500 sites.

A key requirement of each #ds Store and Salon is to embody the #ds brand universe. For example, each #ds Store is designed to be a luxury automotive boutique with its very own atmosphere (music, fragrance, lighting, colours etc.) and places the customer at the centre of the brand experience.

With a floor space of at least 250m2, a #ds Store can host exhibitions and display five or more cars.

The most recently opened #ds Stores are in Foshan (China), Hamburg (Germany) and Madrid (Spain).

With a floor area of at least 125m2, a #ds Salon is a variation of a #ds Store and is typically located alongside a Citroën #showroom. The most recently opened #ds Salons are in Ahaus (Germany) and Agen (France).

The two #ds WORLD locations are the flagship sites for the #ds brand's entire distribution network. Entirely devoted to the world of #ds, one is located on the exclusive Nanjing Road in Shanghai and the other is situated in the heart of Paris's Golden Triangle. Each #ds WORLD is a #ds exhibition and sales centre, which also focuses on the brand’s heritage. Throughout the year, both #ds WORLD showcase locations host artistic and cultural events inspired by the worlds of fashion, design, art and gastronomy.

With the roll-out of many more #ds Urban Stores, the #ds brand will consolidate its presence as close as possible to its customers.