Style, panache and elegance have always been the hallmarks of the marque with the "double chevron", and this is now even more accentuated by the birth of the DS brand as a proper third marque within the PSA group.
This happened actually since July 1st, and the DS premium brand is now increasingly making its mark. It will make also its official debut on the 93rd Brussels Show, and last but not least will open its first DS store in Belgium on January 8.
Holding the annual press conference at the premises of this brand new DS store was therfore an evident choice, and rightly so: the new prestigious premises formed an excellent backdrop for an exquisite press luncheon and interesting presentation of the Citroen and DS presence on the Benelux market.
Hans Knol ten Bensel
The DS store is situated in Drogenbos, at the edge of Brussels city, at Bemptstraat 36. It has a surface area of some 600 square meters. The building breathes french luxury and refinement. The interior walls are decorated in black in combination with fuchsia.
The whole idea is that the DS line is now presented to the customer in an exclusive atmosphere of refined luxury. According to the Director of the DS site Benoît Ghion, the DS STORE offers clients a unique experience. In the Drogenbos store, the DS3, DS3 CABRIO, DS4 and 5 will find a proper home.
The investment in these refined DS STORES is made to assist the launch of the premium brand DS, and it is the first in a series of stores that will be built in Belgium, according to François Guieysse. Indeed, 5 other DS Stores will be built the major Belgian cities, with an additional so-called "DS Salons", which will be exclusive areas, "DS universums" if you like, reserved for the DS customer within the Citroen showrooms.
The first DS STORE in Luxembourg will be opened in the spring 2015.
Exquisite culinary delights...
The annual press lunch was - noblesse oblige in the good Citroën tradition - (again) something very special. Citroën Belux had hired the famous chef Viki Geunes to prepare the menu.
Chef Viki Geunes explained meticulously and with passion every course on the menu...
For your information, Viki Geunes has won in 2009 the coveted gault Millau award of "Chef of the Year", and his restaurant, which is now housed on the 9th floor of the Antwerp MAS, or Museum At the Stream, carries two stars in the Michelin ranking.
Sweet is the end: the dessert consisted of Parfait of coffee, chiboust cream with peacan nuts, ice cream based on malt of whisky...
...and a personal touch
The PR team of Citroën Belux is a class of its own. Efficient and dynamic, expertly led by Communications Director Anouk van Vliet, their contacts always have a personal touch, in the good PR tradition of the legendary Jacques Wolgensinger.
Introduced by Anouk van Vliet, (see photo above) François Guieysse (see photo below) commented on what Citroën and DS will have in store at the Brussels Salon, which will open its doors on January 16.
A separate report will follow on these pages. We can already tell you here the DS will put a concept car under the spotlights, the DIVINE DS, a four seater with a powerful and racey styling, of which more further on this site. The DS3 and DS3 CABRIO will also receive a new head and running lights signature. A new emerald green will also be available in the DS colour palette.
The exquisite lunch was accompanied by a subtle white Saint-Véran Joseph Drouhin - 2012 and an elegant red Château La Fleur Bellevue - Blaye côtes de Bordeaux 2010. Noblesse oblige...
Citroën will introduce as a world premiere the all new range of C4 models, which will also receive new a lighting signature, amongst other things, like the latest generation of engines.
We let you enjoy here further some photos, and stay tuned for more Citroën news. Recently we drove the Cactus, which has won lately the VAB family car of the year award in the class up to 18,000 euros, in the Diesel version with the sequential auto box, read our report soon...
Hans Knol ten Bensel