To attract new drivers to its DS brand, Citroën partnered with Green Room (Birmingham, England) to create a pop-up for London’s Westfield mall that combines a boutique design and plenty of digital bells and whistles.
Featuring minimal branding, the experience allows users to interact with the brand via QR codes adjacent to vehicle parts, iPads mounted on bespoke fixturing and an app created by Green Room, which draws content from the DS website. “The installation is the antithesis of how cars are normally showcased in shopping centers,” says Richard Ash, ceo of Green Room. “This is an engaging and aspirational space for consumers to absorb and appreciate the DS brand in their own time, in their own way.”