DS opens pop-up in Zurich: Luxury brand creates fashion

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French premium brand DS will be unveiled at Swiss auto importer Emil Frey’s pop-up shop in Seefeld, Zurich from September 8 to October 27. Its location is named Rivoli after the Rue de Rivoli, which cuts the French capital city Paris from east to west. For eight weeks, the pop-up will feature French-style art, culture, fashion and design.

Serving baguettes and pain au chocolat during the day, the store in Utoquai turns into an after-work bar in the evenings. There are also talks on design topics, presentations by Swiss fashion brands, and a gin lab every Wednesday evening where visitors can prepare their own gin.

Of course there is also the car: the legendary DS, known as “La Déesse” or “the goddess” in German, is in the showroom and reminds of the brand’s beginnings. With the futuristic design of the time and crazy technology like hydropneumatic suspension, it rolled off the production line as a sedan for the avant-garde from 1955 to 1975. Still under the Citroën logo at the time, DS was an independent brand of the Stellantis Group for nine years.

Source: Blick