DS’ BIRTHDAY EXHIBITION IN THE HEART OF PARIS…
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Commemorating 60 years since its inception in 1955, the DS brand celebrated a major milestone this weekend while also taking a step into the future, with the world launch of DS as a stand-alone brand. In true French form, the event featured an elaborate showcase of the brand's avant garde position with a DS exhibition in the Tuileries garden in Paris on Saturday 23 and Sunday 24 May. Visitors were immersed in the world of DS and were able to travel in time between the past, the present and the future. Fans were also given the unique opportunity to experience a parade of more than 700 DS parade along the Champs-Élysées. This was the largest concentration of DS collectors in the world this year.
DS WEEK also coincides with the recent announcement that DS are now sponsors of the Louvre Museum. The Louvre is a true standard of French culture abroad, with which the DS brand shares the same values that combine art, culture and excellence, and also the balance between history and modernity in the image of the famous Louvre Pyramid.
Launched in 1955, the DS is still one of the most popular French automotive icons of the 20th century. Made popular by its commercial success, as well as its political career, particularly with General De Gaulle, its cinematic appearances and its sporting success, the DS made its mark on the lives of many people in France and spread French know-how around the world. Building on this exceptional heritage, the ambition of the DS brand, created on June the 1st 2014, is to perpetuate the avant-garde spirit of this legendary car and allow the French vehicle market to reconnect with luxury. Commenting, Yves Bonnefont, CEO of the DS brand, said: “We are building the DS brand today by drawing our inspiration from the outstanding heritage of the historic DS. The legendary car upholds the values of innovation, excellence and avant-garde – values that we have made our own. Today’s DS models combine remarkable styling and technology, comfort and vitality, premium materials and refinement. We aim to perpetuate the story and ensure that these two letters continue to embody French know-how in luxury automobiles around the world and for a long time to come.”
From the 1950s to the present day, cinema has been fond of the DS. Whether in the starring role or simply as an extra, the DS has appeared in numerous films and series, in France and abroad. Excerpts from the film career of the DS were projected during the brand’s birthday celebration, including the famous scene of the DS losing altitude in Fantomas se déchaîne (Fantomas Strikes Back) by André Hunebelle and the sale of a frozen DS in Cold Fever by the Icelandic director Friðrik Þór Friðriksson.
Throughout the exhibition, the public also got to discover or rediscover the original DS through a selection of models on show as well as today’s DS models. The streets of Paris were graced by the DS 19 Cabriolet, DS 21 Prestige and the DS driven by Simon Baker in “The Mentalist”. The line-up featured a 1968 DS 21 Pallas dedicated specially to visitors, who were be able to climb aboard and take home a photo souvenir. Today’s DS models were also in the spotlight, with the DS 3, DS 3 Cabrio, DS 4 and the New DS 5. Visitors also got an exclusive look at the “1955” Limited Editions, wherein each model in the range is cloaked in two-tone paint with an Encre blue body and black roof (on the DS 3 and DS 4), full-grain leather seats, alloy wheels with matte gold centres, a gold DS logo on the bonnet, laser engraved DS wing mirrors and a number of personalisation components bearing the words “60 ans 1955” (60 years 1955).
The future-looking Numéro 9 concept car was another star of the show. Unveiled in Beijing in 2012, the Numéro 9 concept car sublimates the DNA of DS models with its forthright focus on creation, unique and instantly recognisable styling, strong emotional content, and outstanding refinement and finish. The charismatic body shape reinterprets the shooting brake concept while introducing a new front-end identity. It was this front end that served as inspiration for that on the New DS 5.