DS has opened the doors to its first ever Urban Store at the Westfield London shopping centre. The DS Urban Store is designed to be a satellite of the more common DS Stores, which are based along the lines of traditional dealerships.
The Urban Store concept differs in that it will be based in a retail environment such as a shopping mall or high street. The White City operation is the world’s first, and will signal a roll-out of similar stores across the globe.
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Yves Bonnefont, Chief Executive Officer of DS Automobiles, heralded the opening, saying: “This represents an important step. This new digitally interactive DS Urban Store concept is a strong asset to promote the brand as close as possible to its customers.”
The new DS Urban Store will be marked out by five zones. In the Exhibition area a car will be displayed, while in the Virtual Vision zone guests can see what is possible in terms of personalisation via a virtual reality headset. The Boutique sells merchandise, while in the Lounge, customers can work on the configuration of their car. The Bijouterie is reserved for those who wish to confirm a purchase.
Seven staff are employed at the new Westfield site, which covers 140 square metres.
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