DS Week kicked off today in Paris and will run through to 24 May. The DS brand is organising this major event to celebrate the 60th birthday of the DS and the world launch of the new French automotive brand.
The brand is welcoming its global network, VIP guests, members of the press and is also inviting the general public to visit the DS Exhibition in the Tuileries garden on Saturday 23 and Sunday 24 May. Over nearly 4,000 m2, visitors will be immersed in the world of DS and can travel in time between the past, present and future.
Fans, meanwhile, will have a unique experience on Sunday 24 May as more than 700 vintage DS vehicles will parade along the Champs-Élysées. These can be admired on Saturday at the historic Linas-Montlhéry track (near Paris), at the international gathering for the 60th anniversary of this legendary car. This will be the largest concentration of DS collectors in the world this year.
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 1 June 2014, is to perpetuate the avant-garde spirit of this legendary car and allow the French vehicle market to reconnect with luxury.
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.”
To celebrate the 60th birthday of the original DS and the launch of the brand, DS has organised ‘DS Week’, a major event at the Tuileries garden in Paris. As the Tuileries garden is next to the Louvre it is the perfect place for the brand’s announcement today that DS is to sponsor the Louvre Museum. The Louvre is a true standard of French culture abroad, and the DS brand shares these same values, combining culture and excellence, and also the balance between history and modernity represented by the famous Louvre Pyramid.
DS Week kicked Thursday 19 May and will continue through to Sunday 24 May 2015. For the first four days the brand is welcoming its global network and selected guests, and on Saturday and Sunday will be inviting the general public to visit the DS Exhibition.
Meanwhile, the largest meeting of the year of original DS vehicles will be held on Saturday 23 May at the Linas-Montlhéry race track, attended by more than 700 cars. These will make the journey to Paris on Sunday 24 May to form a procession along the banks of the Seine and the Avenue des Champs-Elysées to the Place de la Concorde, where they will remain for much of the day. This international gathering was organised by Le Monde de la DS, an association of fans supported by the DS brand, Michelin and Total.
DS EXHIBITION IN THE HEART OF PARIS
In 2015, its launch year, the DS brand is organising a fabulous exhibition in the Jardin des Tuileries in Paris on Saturday 23 and Sunday 24 May. Designed in the style of a Haussmannian boulevard flanked by six shops and cars, the DS Exhibition will immerse the public in the world of DS for a journey through time from 1955 to the near future. Entry to the DS Exhibition is free and unrestricted.
Special events and meetings will be organised at the event. Children will enjoy a colouring experience unlike anything they have ever experienced before, expressing themselves with digital tablets. They will colour in a DS 3, customising it to their taste and displaying it in 3D on a holographic pyramid. For adults, DS experts, including designers and upholsterers from the brand’s Styling Centre, will be on hand to talk about their work.
To prolong and share this fantastic experience, the DS Exhibition will also be connected. On arrival, all visitors will receive a device linked to the ‘MyDSweek’ application, allowing them to save their very own souvenirs by downloading content and photos of the event. They also have the option of sharing this on social networks.
TWO OUTSTANDING DS MODELS AT DS WORLD PARIS
After taking in the DS Exhibition in the Tuileries garden, visitors will be able to continue their immersion in the brand just a few blocks away at 33 rue François 1er, home to the DS World Paris. The boutique there will be exhibiting two exceptional original DS models: a 1969 DS Pallas, Charles de Gaulle’s last privately owned car, and a 1960 DS 19 having been owned by Fernand Raynaud, the illustrious French comedian of the 1950s and 1960s.
700 DS AT THE DS 60TH ANNIVERSARY INTERNATIONAL GATHERING
Saturday 23 May 2015 at the Linas-Montlhéry race track
This historic track outside Paris will host the largest annual and international meeting of vintage DS models. Organised by Le Monde de la DS (www.lemondedelads.com - an association created by the collectors' clubs DS Club Révolution 55, Idéale DS France and DS ID Club de France), the gathering has been organised especially to celebrate the 60th birthday of the legendary car. The event is also backed by the ‘Amicale’ federation of Citroën Clubs in France and the federation of international clubs, as well as by the DS brand, Michelin and Total.
700 cars are expected, bringing 1,500 fans from more than 10 countries. The meeting will also be open to the public from 10am to 6pm. Entry for over 12 year olds costs €15. The programme includes a concours d'elegance competition and demonstrations on the track.
Sunday 24 May, a procession of 700 DS through Paris
At 7.45am, 700 DS from Linas-Montlhéry will emerge from the Parc de Saint-Cloud and head for the Place de la Concorde in Paris. The procession will pass along the edge of the Seine by the Quai de Javel where this legendary car was born, before heading towards the Grand Palais where, on 6 October 1955, the DS was unveiled to the public at the Salon de Paris.
The highlight of the parade will no doubt be driving down one of the most beautiful avenues in the world, the Champs-Élysées. The procession will come to a halt at Place de la Concorde and take up residence there for part of the day. Parisians and tourists alike will be able to admire the famous models at their leisure. In May 2015, the DS brand will proclaim its Parisian roots louder than ever.