Citroen's DS range has always been one to stand out from the crowd with its wacky designs, unusual interiors and - in the case of DS models gone by - outrageous switchgear. Despite this outlandishness, the brand has known a lot of success, selling 400,000 cars since the brand's reinvention back in 2010. As such Citroen has opened DS World Paris in the heart of the Parisian Golden Triangle to mark this triumph.
Inside the venue there is a showroom, an event space, and an exhibition of DS models past and present. These date back to the first ever Citroen DS back in 1955, and include a 1956 DS19 for its grand opening this week.
The design of the building follows the typical DS style traits. An art deco façade features out front, while inside the DS's signature colours - Black, Champagne and Carmine - meet an enormous tailor-made chandelier that makes up the venue's centrepiece. Guests will also enjoy a DS scent and DS music as they wander around and take in the models at the exhibit. See? Wacky.
In addition to the classic DS19, Citroen has also drafted in one of just 15 DS3 models it has created to honour the venue's opening. It's been dubbed - rather imaginatively - the DS3 DS World Paris and, like the new showroom, features an art-deco-style design inside and out. Each model also comes with a numbered commemorative plaque on the dashboard.
As well as cars, DS World Paris will be the launching ground for the company's first range of DS Lifestyle luggage that can be found inside the DS World boutique.
"DS World Paris focuses on the very essence of DS, a distinctive take on luxury à la française," explains Julien Faux, Director of DS World Paris. "Every detail and every space was fully thought through and designed as you would a haute couture fashion collection."
Anything else?
DS World Paris is marked to be more than just a success-story-venue for Citroen. Throughout 2014 the brand looks to utilise the event space inside to host artistic and cultural events, from fashion and gastronomy to art and design.
Next up: DS handbags, DS bathing products and DS shoes...