DS Boutique Urban Concept Store | Westfields, London

Last week, the first DS Urban Store officially opened its doors at Westfield London Shopping Centre. DS Automobiles is a luxury vehicle brand, first announced in early 2009 by Citroën. As many of you know (if you watch my weekly vlogs, you’ve seen my car almost daily!), I’ve been a loyal Citroën customer for almost six years now, with my pride and joy being my Citroën C1. I’ve had three so far, and the car serves me so well. However, it’s almost time for a change, and over the next few years I’ll be looking at upgrading again, which is where DS certainly has my eye (and heart!).

The new DS Urban Store is a world premier for the brand, a luxury lifestyle boutique encompassing everything that DS stands for. High class, exceptional style and pride in the perfect balance between their heritage, and the future. It’s a chance to learn about the inspiration behind the brand, and enjoy a new experience to a car showroom. Trust me, it’s like no other!

Yves Bonnefont – Chief Executive Officer, DS Automobiles said, “The DS Urban Store opening in London represents an important step in the development of the DS network. This new digitally interactive DS Urban Store 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 Urban Store featured fives different sections. First up, the DS Exhibition area, giving centre stage to a flagship model from the DS Collection. This area is really special in appreciating the craftsmanship behind the brand. I love the display of tools, fabrics and colourways.

Next is 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. Here you can browse, shop and enjoy the array of books and products available to purchase.

Experience the DS Virtual Vision area, for an immersive 3D journey into the DS range of cars. Wearing a virtual reality headset, you can view all of the different personalisation options available. The experience is interactive and engaging, particularly as those using the technology ultimately find themselves in the Place de la Concorde in Paris, standing next to the DS of their choice. I absolutely love this concept, what a way to give you a good feel of your new car!

The fourth section is the DS Louge, where you can work on the configuration of your car, guided by a DS Advisor. I’ve done a similar experience myself when I picked my alloy wheels, vehicle colour and seats interior for my own car. As it's such a huge part of your daily life, the shopping configuration is a special part, one I can't wait to experience again myself.

And finally, the DS Bijouterie is the most private area within a DS Urban Store, which is normally reserved for clients who wish to confirm the purchase of their new car.

With 132 DS Stores and 2 DS WORLD locations globally, the network is quickly establishing itself as a premium automotive retail space. What better way to shop for your next car, than in style? Each DS Store embodies the brand universe with its very own atmosphere (music, fragrance, lighting, colours etc.) and places the customer at the centre of the brand experience. I can't wait to share more about the brand in 2017, so keep your eyes on my blog for more soon.