Discover the creative process around the design of DS models in the second episode of our mini-series The art of DS.
Creating the stylistic identity of a brand is not easy. And you might think that having a strong historical legacy makes the process a little easier, that it suffices to draw inspiration from it. In reality, this is far from being the case, quite the contrary. Because this past, it is not enough to transpose it to today for the car to be successful. Do not give in to the easy, this is the credo of the brand’s designers, real tightrope walkers who always oscillate between past and future, tradition and avant-garde. Because if DS is a young manufacturer, born in 2014, no question of starting from a blank sheet to design the models that make up its range. Because DS is a story, which began in 1955 with the launch of the legendary Citroën DS, still acclaimed many decades later for its astonishing and never imitated style.
Drawing inspiration from the past and looking to the future by creating a clever mix of tradition and modernity, that’s the work of the teams in charge of style DS. But how do you go about defining the style of this multi-faceted brand? How to translate this heritage into creations, which will walk the roads of the whole world? How to transform design into an art form, which flatters the eye, conveys emotions and meets many technical requirements? Because DS is also avant-garde technology, which should be housed in a setting that matches its ambitions, reflecting all the greatness of French know-how. But what is the recipe for successful design, according to DS? Is it a harmonious silhouette, modern and elegant features or refined interiors? Where can a little of all of this be?
Find out in the second episode of the miniseries « The art of DS », which celebrates the creative process leading to the conception of the stylistic identity of the tricolor brand.