DS took over the Westfield Shopping Centre's Central Atrium to launch the new DS and DS Cabriolet.

To mark the launch of New DS 3 & DS 3 Cabrio, DS Automobiles took over the entire Central Atrium at Westfield London between 04 and 06 March, with New DS 3 Performance making its UK debut. 

As part of this event, DS will be offering the chance to win a VIP Shopping Experience with a £500 Westfield Gift Card to spend with a personal fashion stylist and the opportunity to drive New DS 3 for a week, the ultimate interpretation of avant-garde style.

DS Automobiles took over the entire Central Atrium of Westfield London on 04 – 06 March to mark the launch of the New DS 3 and DS 3 Cabrio.

The avant-garde Parisian automotive brand will create an installation at Westfield London, one of the UK’s premier shopping destinations, and run a competition inspired by New DS 3 and the TV commercial that features 94-year-old fashion designer and DS brand ambassador, Iris Apfel.

The centrepiece will be a colourful installation that recreates an iconic moment from the TV advert which stars the New DS 3 and Iris Apfel, who is renowned for her oversized glasses and distinctive jewellery. 'Driven By Style’ is the shared philosophy behind this unique exhibition, highlighting the personality of New DS 3, which like Apfel embodies avant-garde style and a unique personality.

Another feature of the event is the DS photo wall, where visitors will have the chance to demonstrate that they are #DrivenByStyle. By striking an Iris Apfel-inspired pose in front of the DS photo wall, shoppers will be in with a chance of winning multiple prizes, including a grand prize of a VIP shopping experience consisting of a Westfield Gift Card to the value of £500, a styling session with a Westfield personal stylist and a New DS 3 for a week.

Shoppers will also be able to win daily prizes of £50 Westfield Gift Cards, as well as claim one of 3,000 pairs of Iris Apfel-inspired glasses and 2,000 DS canvas bags.

New DS 3 will be on static display in the Atrium at Westfield London, with no fewer than eight models including the New DS 3 Performance, which makes its debut in the UK and gives customers the chance to see the most powerful variant in the new range. New DS 3 Performance is available in both hatchback and Cabrio form and delivers a blend of power, refinement, intense driving pleasure and distinguished looks. 

Mark Blundell, Marketing Director at DS Automobiles, said: “As a Parisian brand, fashion and avant-garde style is at the heart of DS Automobiles. New DS 3 comes with more than three million personalisation options, which makes each one a truly unique expression of the driver’s personal style, and therefore means that Westfield London, with its abundance of shops and diverse range of labels, is the perfect location for this event.”

The DS Event at Westfield London will take place on 04 – 06 March in the Central Atrium.

DS Automobiles builds a specific display structure to demonstrate its new range of cars.

Building on 60 years of heritage in avant-garde design, the distinctive style of DS Automobiles draws upon expertise far removed from that of the automotive industry, including haute-couture fashion, leather-making and jewellery.

These diverse sources of inspiration are reflected at the DS Automobiles display in Westfield London, Shepherd’s Bush.

DS Automobiles is displaying its latest models and offering shoppers an opportunity to explore the lifestyle of the Parisian-born brand at one of the world’s premium shopping destinations.

From the finely chiselled jewel-like monogramme inside the headlights of DS 3, to the watchstrap upholstery design of New DS 5, every DS model reflects a sophisticated design cue. The avant-garde spirit of design, present in each DS model is now available to experience in a display at Westfield London, Shepherd’s Bush.

Positioned at the entrance to The Village - Westfield’s luxury shopping hub which has more than 30 premium and luxury global brands - the DS Automobiles display at Westfield aligns itself with some of the world’s most luxurious names in fashion, including Louis Vuitton, Gucci and Burberry, as well as up-and-coming new designers such as Anya Hindmarch.

The DS Automobiles display will give shoppers the opportunity to get up-close to New DS 5, the flagship of the DS brand, as well as the latest DS 3 Dark Light Limited Edition. A team of DS Automobiles staff will be on hand to answer any questions and an interactive touch-screen display will allow visitors to immerse themselves in the world of DS. Inspired by the brand’s flagship dealership and showcase centre, DS World Paris, there will also be a range of exclusive DS merchandise available to purchase.

Mark Blundell, UK Marketing Director of the DS Brand commented; “Westfield is one of the world’s premier shopping destinations, making it the perfect backdrop for DS. Visitors to Westfield London will have an exclusive opportunity to explore the world of DS Automobiles in a relaxing environment, surrounded by the very best in premium retailing.”

DS Automobiles will be on display at Westfield London, Shepherd’s Bush for the next 6 months. Taking in the festive season, Westfield anticipates that an estimated 12 million visitors will pass through the shopping centre during the period.