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DS Automobiles is taking over the central atrium at Westfield London this weekend to showcase the new DS3 hatchback, DS3 Cabrio and DS3 Performance.

The event is also a data gathering and consumer engagement exercise, with competitions and daily prizes themed to the DS3’s current marketing campaign with 94-year-old fashion designer Iris Apfel.

The centrepiece will be a colourful installation that recreates an iconic moment from the TV advert.

Another feature of the event is the DS photo wall, where visitors will have the chance to strike an Iris Apfel-inspired pose. Shoppers will be in with a chance of winning multiple prizes, including a grand prize of a VIP shopping experience consisting of a £500 Westfield Gift Card, a styling session with a personal stylist and use of a new DS3 for a week. Daily prizes include £50 gift cards, Iris Apfel-inspired glasses and DS canvas bags.

Mark Blundell, marketing director at DS Automobiles, said: “As a Parisian brand, fashion and avant-garde style is at the heart of DS Automobiles. New DS 3 comes with more than three million personalisation options, which makes each one a truly unique expression of the driver’s personal style, and therefore means that Westfield London, with its abundance of shops and diverse range of labels, is the perfect location for this event.”