In a special celebratory film, DS has brought together four of its brightest brand assets – DS E-TENSE, DS Urban Store Westfield London, Virgin Racing driver Sam Bird plus a special cameo role with the soon-to-be-launched DS 7 CROSSBACK – the SUV from DS Automobiles.
Watch the full video HERE.
DS Automobiles has teamed up with Westfield London in Shepherd’s Bush – the location of its flagship DS Urban Store – to take late night shopping to new levels by being granted special permission to drive the high-performance electric GT Concept car – DS E-TENSE inside the premium facility. Westfield’s Brand Ventures team worked closely with DS Automobiles on the activation, granting special permission for Bird to drive the high-performance electric GT Concept car DS E-TENSE indoors after closing time.
Behind the wheel of the all-electric DS concept was Virgin Racing Formula E driver, Sam Bird, who drove the DS E-TENSE around the inside of Westfield London at night, and in doing so marked the car’s dynamic debut in the UK, all recorded in a filming of his ‘lock-in’.
The drive also marked the first time that a car had been driven throughout the malls of the prestigious retail destination, making it a real moment-in-time for DS Automobiles with DS E-TENSE. The silent-running, zero emissions, all-electric concept car was the perfect vehicle for Sam, whose day-job is racing the all-electric DSV race car, as he took DS E-TENSE for a secret spin past high street to high-end shops and sales outlets inside Westfield London.