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Citroën - DS Launch, Westfield London

reaching new audiences with pop-up


Renowned automotive brand, Citroën, challenged us with creating a pop-up retail experience to target different audiences.

The Brief

Citroën wanted to generate a buzz around the launch of their DS range. And that buzz needed to happen out of the showroom, in the form of a pop-up experience aimed at a younger, female audience.

The Insight

To dismiss possible preconceived opinions and encourage intrigue and further investigation, the familiar Citroën brand is absent from the pop-up. Only the subtle DS logo features in the design.

The Solution

We located the contemporary pop-up boutique at the entrance to Westfield, London’s premium shopping area.

We installed an app designed by our digital team on iPads, mounted on bespoke fixings. The intuitive app allowed customers to learn about the cars by drawing on content from the DS website. This use of intelligent technology increased dwell time and customer engagement.

To meet the request for data capture we used visual recognition software. This monitored visitor levels, audience interest, demographics and attention span. The results have been analysed and used to improve the performance of subsequent brand activity.

The Results

National Franchise Manager, Citroën

“Green Room have challenged our brief, pushed our boundaries and engaged in the commercial reality this project seeks to deliver. The result is way beyond our original vision.”