We delivered a space sympathetic to the younger, female customer and product offering, along with rich data for evaluating the experience & influencing its on-going evolution.
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Citroën DS Launch
Digital, Pop-Up SolutionsDigital, Pop-Up Solutions
We delivered a space sympathetic to the younger, female customer and product offering, along with rich data for evaluating the experience & influencing its on-going evolution.
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Citroën DS Launch // Case Study Digital, Pop-Up SolutionsDigital, Pop-Up SolutionsDigital, Pop-Up Solutions
The installation seeks to drive awareness and influence perceptions of Citroën’s DS brand amongst a new demographic by providing an integrated experience far apart from the one traditionally presented by automotive brands in a retail environment.
The pop-up, which is located at the entrance to Westfield London’s premium Village shopping area, combines contemporary boutique design with the seamless integration of digital content to present the DS brand in a subtle and engaging manner, entirely appropriate to its designer location.
Green Room has been responsible for the creation and delivery of all aspects of the pop-up, with the integration of digital technologies facilitated by Green Room’s recently appointed digital team. The project acts as a testimonial to the strategic vision of Green Room in uniting its retail design and delivery experts with digital expertise to provide clients with a unified, single point of service.
The design is inspired by a ‘jewel in a box’ concept, where the recipient is taken on a journey beyond the function of the product itself and into a more emotive experience. The design employs a number of aesthetic and digital hooks to attract, engage and interact with consumers, guiding them through the DS experience before naturally facilitating an introduction to either further information online or into the dealer network for onward sales discussions.
In a bold move to dismiss preconceived opinions and encourage further investigation, the familiar Citroën brand is absent from the pop-up and only subtle DS logos feature in the design.
The design incorporates a rich palate of materials including glass, brushed steel and polished flooring, which when combined with designer lighting and discreet LEDs, facilitate clean lines that lead to, and not distract from, the DS models. The intelligent use of technology to present additional information reflects Citroën’s ‘creative technology’ brand ethos and replaces the POS and vehicle decals usually found in a traditional car display, allowing visitors to interact with brand and product information at their own pace and according to their specific areas of interest.
iPads mounted in a bespoke fixing on the structure’s main columns, feature an app created by Green Room which draws on content from the DS website and allows users to intuitively navigate the subject matter of most interest to them. QR codes, discretely presented on translucent plinths adjacent to specific areas of each vehicle, direct users to more specific information via their own smartphones – for example, the QR code found adjacent to the fuel filler cap links directly to efficiency information, while one adjacent to the wheels links to a web page explaining the DS’s customisation options.
For visitors wishing to engage on a one-to-one basis, a stylish lounge area allows visitors to converse with a DS representative in comfort and away from the public space.
While the DS pop-up will be in Westfield London for six months, the design allows for it to be cost effectively updated or re-skinned over time to provide fresh and new experiences for visitors. Sophisticated profiling technology, which uses facial recognition software to segment visitors and track movement patterns and dwell time, provides a rich data source for evaluating the experience and influencing its evolution going forwards. The digital platforms employed also provide very tangible data capture and usage measurements.
Jonathan Sloane, national franchise manager at Citroën comments: “DS offers drivers a different and very personal ownership experience so it was essential we delivered a space sympathetic to this philosophy. Green Room has delivered this superbly: the elegant design, tactile quality and advanced technology used throughout the execution indulge the senses and reflect the character of the brand and those who buy it perfectly.
“Green Room have been refreshing partners throughout this project, challenging our brief, pushing our boundaries and engaging in the commercial reality this project seeks to deliver. The end result is way beyond our original vision and that’s testament to Green Room’s diligence and drive.”
As with the majority of Green Room projects, the delivery of the final design was also a key consideration throughout the creative process and close collaboration with Westfield and Citroën was essential. All elements of the pop-up were designed and engineered to allow it to be delivered and installed in one night, with the DS cars being dramatically craned into position.