New DS Urban Store Opens at Westfield London

14 December 2016

DS has opened an impressive boutique urban store in London’s premium Westfield shopping centre. Located in the North Atrium, the 140² meter area has seven experienced DS advisors who will be on hand to answer any questions customers may have about the DS brand and selection of vehicles that are available.


Innovative, dynamic, and high-end, the Westfield shopping centre is home to a number of luxury stores and premium brands already. DS choosing to open their store there is in response to the refined and stylish image that the DS brand embodies and appeals directly to their target market. Stephane Le Guevel, Director General of Peugeot Citroen Automobiles UK, said the store had been a year in the planning, “There’s a clear correlation between customers for DS and the customers at Westfield.”


The boutique store, operated by the Robins and Day Retail Group, is much more than just a traditional showroom. It is an exhibition space and sales centre featuring lots of information about the brand’s heritage and highlighting the best in DS design. In fact, there is only one car on display but it can be digitally interacted with, giving you the opportunity to view your chosen model with all of your selected personalisations via the DS Virtual Vision headsets, adding a whole new dimension to the idea of car shopping. Those who wish to buy there and then can both configure and personalise their chosen DS in store.

The DS Lifestyle

The whole exhibition space has been designed to offer shoppers a comprehensive brand experience as opposed to being a traditional shop or car showroom, as the DS brand continues to be a standalone brand separate to Citroen.

The luxury hybrid has been positioned perfectly in Westfield to do this, as around 27 million visit the shopping mall each year. It is the first DS urban store to hit the UK, with the brand having other stores in Shanghai and Paris.

Shoppers can browse a full range of DS lifestyle products and relax with a coffee in the DS lounge whilst mulling over all the different configuration options available. There are swatches of all the different types of leather available and even a private room where you can discuss finance options and sign contracts. If you’re interested, head down to Westfield London and experience the luxury DS world today.


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