DS URBAN
Reaching out to a new audience to promote their lifestyle brand, DS Automobiles engaged WIPdesign to explore new ways to surprise, delight and engage with a more relevant client base.
With 60% of the world’s population now living in cities, auto dealerships are usually relegated to peripheral commercial or industrial zones. These dealerships have become destinations for clients – already convinced – who go there just to confirm their choice. How do you convince a new ‘hyper-urban’ audience, who are likely to be enthusiastic about the brand but would rarely find themselves in these areas that they consider outside their lifestyle?
The biggest challenge was to represent the full DS range with space for only one physical car and engage with an audience not necessarily interested in buying a car. We organised a workshop in order to align our understanding of the audience and define a unique customer journey adapted to the concept.
The first DS Urban concept launched end of 2016 within the Westfield Shopping Centre, London, surrounded by high-end luxury retail brands. A notoriously complicated mall to enter, Westfield wasn’t particularly excited to have an automotive brand present in their mall and part of our mission was to convince them that the project would match their high expectations.
We created 5 ‘rooms’ to express each brand value through a different experience brought together by an elegant yet technical temporary cladded structure.
The facade expresses the savoir-faire, heritage and spirit of the avant-garde of the brand. Visitors first access DS Urban through the events section, where DS develops partnerships with brands sharing the same values and proposes limited edition cars on display.
Even more than other brands in the automotive industry, DS prides itself on tailor-made solutions. Taking ergonomic cues and familiar actions from other brands in the luxury category, we created an accessible experience that merges the physical customer journey with a digital experience throughout. This includes virtual vision where one is able to explore all possibilities and personalise the car of your dreams.
Buying a car does not have to be more complicated than buying a pair of designer shoes. With so many options to choose from, we have learned from the shoe industry to present the model range and customisation details as a scale model that can be browsed through by chosen filters like engine power and wheel trims.
DS Automobiles are luxury products, just like jewels, they reflect the personality of their owner through unique designs. The room follows the jewellery industry codes, precious and intimate, and gives to visitors a discrete environment to finalise their choices in.
Mill Working: Acta
Seats & Furnitures: Decca Digital
Development: Dassault Systems
Video: DS UK automobiles