DS Automobiles’ sponsorship of the ice rink at London’s Westfield shopping centre has been marked with the unveiling of the new DS 4 and DS 4 Crossback models at the winter attraction.

The latest additions to the DS model line-up take centre stage in the middle of the rink as part of a ‘customer activation experience’ which encourages visitors to explore the cars and their technology through a variety of interactive activities.

Mark Blundell, marketing director of DS Automobiles UK, said: “Westfield is one of the world’s premier shopping destinations and we’re delighted to be headline sponsors of the ice rink.

“We are capitalising on this opportunity to launch New DS 4 and DS 4 Crossback, whilst enabling visitors to see the new models from a unique perspective as they skate. This is the perfect backdrop for DS Automobiles, which draws design inspiration from the world of luxury fashion and showcases the latest in-car technology.”

The presence of the DS brand at the heart of Westfield’s winter attractions marks the second innovative use of the popular shopping destination by car manufacturers.

Earlier this week Hyundai opened its second Rockar store – which uses a series of interactive screens and is manned by a team of 18 product angels – at Westfield in an attempt to attract new custom from the 44 million visitors it attracts each year.

Myf Ryan, director of marketing, UK & Europe at Westfield, said: “We are constantly developing the way we work with brands to create a well-rounded consumer experience and are delighted to be offering brand and retail partners a fantastic platform to engage with their target audience. 

“Westfield London’s ice rink will be a destination in itself with a full schedule of entertainment, festive food and drinks and interactive experiences for visitors provided by some really exciting brands such as DS Automobiles. We are thrilled to be able to deliver this unique experience – a one of its kind for festive skaters in the UK.”

DS Automobiles’ DS 4 and DS 4 Crossback were launched last month. The second generation DS 4 has been taken in two separate directions, with the standard car offering a lower, more dynamic style, and the DS 4 Crossback sitting 30mm higher to appeal to SUV fans.

Part of DS’s presence at the Westfield ice rink will see visitors invited to experience the DS 4’s LED Vision headlights to create their very own light drawings in a specially constructed photo booth. Visitors can then share their creations on social media channels.