The new DS Store brings a taste of Paris to Manchester and opens on 4 July. Located on a new site on Windsor Street (off Albion Way), it has been conceived from the floor up to represent premium French car brand DS Automobiles.
Due to the latest technology, DS Store Manchester will give new and used car buyers a special environment to explore, experience, specify and purchase their next DS.
As an all-new building, DS Store Manchester will be the largest dedicated DS retail space in the North West of England. The 268m2 showroom can accommodate a display of six DS cars. These will be positioned around a DS lounge area where customers can be comfortably seated on bespoke leather furniture in air conditioned surroundings, lightly scented by the exclusive DS ambience-scent via a special diffuser.
As well as displaying a compilation of beautifully crafted items from collectors’ models to leather bags, DS Store will bring together an exclusive array of physical and virtual assets. The result will enable customers to try before they buy in a stylish and chic environment that is nonetheless a warm and welcoming atmosphere.
Jason Chick, General Manager for DS Store Manchester, explains: “The new DS Store Manchester has a very different feel to a traditional car showroom, being very obviously premium and spacious while providing customers with a feeling of well-being while within the DS experience that is so much more intimate and engaging for them while with us.
Architect Mike Strain from Scaramanga Design has spent two years working on the project. He says: “This showroom concept is unlike anything I’ve worked on before. Everything from the floor tiles to the wall cladding has been carefully chosen to exude quality. We’ve even worked on lighting that picks out specific design features of the cars on display.”
DS Automobiles UK Marketing Director, Mark Blundell adds: “We’ve used intuitive technology such as DS Virtual Vision to be at the forefront of new ways for our customers to specify, experience and buy a new car in order to make their lives easier and better informed. DS Store Manchester has been finished with great attention-to-detail. The result has the French savoir-faire we’re renowned for and most importantly, we’ve created an appealing environment for our customers to immerse themselves with the DS brand.”
Specially trained DS advisers will help visitors to DS Store Manchester to immerse themselves in DS Automobiles. An area dedicated to a comprehensive collection of sample materials lets visitors touch, feel, see and even smell the luxury in a DS. Slipping on the DS Virtual Vision headset will enable them to be fully interactive with their chosen selection of DS models using high-definition state-of-the-art 3D technology. They can personalise trim levels, interior materials, exterior colours and wheel designs as they build ‘their’ ideal DS. They can then explore the full-size ‘virtual’ car as if the real thing is in front of them, able to look around and inside it as if virtually in front of them.
As with all DS retail centres, DS Store Manchester has been designed in line with the brand’s ONLY YOU promise. It means customers in the North West will be among the first in the world to enjoy the unique DS ownership experience. For new owners, this could well start in DS Store Manchester’s bespoke handover area. “The new-car handover is a small example of this attention-to-detail, but nonetheless a very important one,” says Mark Blundell. “The new DS Store Manchester demonstrates perfectly how we are looking to bring high-class values to the customer buying and servicing experience as we look to establish DS as a premium automotive brand.”
Arnaud Leclerc, UK DS Brand Development Director, explained, ‘DS is bold and daring yet the brand also seeks to keep in touch with prospective clients through a human touch. DS 7 CROSSBACK, our new SUV from DS, is on display as we open the doors to DS Store Manchester and yet continually remains available for customers to see through DS Virtual Vision, as it can illustrate all possible versions available to sample and is a great chance to enter the DS brand world, with hi-quality 3D as an experience the closest to reality.’