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05 Mar 2018
DS WORLD PARIS CELEBRATES THE PEOPLE BEHIND DS 7 CROSSBACK
To mark the arrival of DS 7 CROSSBACK on the automotive scene, DS WORLD PARIS is hosting a new photographic exhibition paying tribute to everyone who had a hand in creating this latest model. Through a series of some twenty black-and-white shots, the DS brand wants to shine a spotlight on the designers, craftspeople, workers, engineers and other experts who gave of their best to design, form, select, assemble, test, and ultimately produce DS 7 CROSSBACK. Behind the lens, celebrity portrait photographer Eddy Brière from Rayfresh Studio uses his hallmark cinematographic approach to convey the passion DS Automobiles staff bring to their work every day. To fully enjoy the DS 7 CROSSBACK experience, visitors take an immersive virtual reality journey with DS Virtual Vision to discover all the many configurations offered. They can even take the wheel of this new car and get an idea of how high the DS brand's team set the bar when creating this new beacon of French automotive design.
With the DS 7 CROSSBACK campaign in full swing across Europe, and the earliest customers about to take to the road in their DS 7 CROSSBACK, DS WORLD PARIS – the flagship of DS Automobiles – is hosting a residency that showcases the designers of this highly characteristic DS model.
Visitors can wander around the two-storey exhibition, staged around two DS 7 CROSSBACK display models, and admire a portrait series featuring the people who played a part in the ambitious project to bring the first model of the second-generation DS to life. This model fully echoes the ambition of DS: is to embody in the automotive industry the French luxury know-how
They were photographed going about their work, either in head-to-toe shots or close-ups of their hands, and in their stance you sense their pride, their humility, their keenness, the satisfaction they take in their work, and their stringent standards.
The black-and-white presentation imbues each moment with a timelessness, making the real seem slightly unreal and thus capturing the consummate skill Eddy Brière, of Rayfresh Studio, brings to his work. This celebrity portrait photographer uses a distinctively cinematographic approach that results in images at the crossroads of fashion and cinema. His renown spans both disciplines, and he recently contributed to the design of a film poster for La Ch’tite Famille.
His deft artistry enables him to produce images that capture the passion, boldness and excellence that drive the designers, craftspeople, technical experts, workers, engineers, and others behind DS 7 CROSSBACK. Each photograph shows us the power, energy and nobility of all these different characters, seen striving towards a common goal.
After seeing these people, whose faces usually remain in the shadows, visitors will no doubt want to judge DS 7 CROSSBACK for themselves. So they can climb inside one, or opt to replicate the experience in virtual reality with DS Virtual Vision. This allows them to juggle with the various inspirations and the options for customers to personalise both the interior and exterior of DS 7 CROSSBACK to suit their tastes. After donning a helmet, they climb into a life-size version of their DS 7 CROSSBACK in the prestigious setting of the Place de la Concorde in Paris.
Lastly, to leave no feature of DS 7 CROSSBACK undiscovered, visitors will be able to go for a spin to find out what makes this SUV so charismatic: state-of-the-art technology, refinement even down to the tiniest details, and the comfort and security that comes from harnessing such power.
Come and live the DS 7 CROSSBACK experience now at 33 rue François 1er in Paris.
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