A Showroom Themed on Heritage

Cartier, Balmain—Rue François 1er in Paris's 8th arrondissement, a street lined with luxury boutiques. The hustle and bustle of the nearby Champs-Élysées feels like a distant memory.

DS WORLD PARIS is located in a corner of this area. It's a showroom that opened in November 2013 as a base to showcase the world of "DS," Citroën's premium brand.

Inside the elegant, black-themed space, visitors are first greeted by the latest DS series, such as the DS3 and DS4. As 2015 marks the 60th anniversary of the original DS model, a special commemorative edition was on display during my visit. Adjacent to this, a corner featuring official merchandise is also set up.

However, the moment you look up at the atrium, any car enthusiast will naturally know where to go next.

A golden convertible is reflected in the mirror on the ceiling.

On the way up the stairs, guided by this sight, are displays of sketches by Flaminio Bertoni, the Italian designer who conceived the form of the original DS, and scale models from its design development. These are precious collections from the Citroën Conservatoire, the brand's historical archive.

The golden convertible is a special coachwork by Henri Chapron, one of France's leading luxury car body builders. It's a 1960 model named "Croisette."


Displayed beside it is a 1969 DS model that was the private car of former French President Charles de Gaulle. It was restored after being kept in a barn for 35 years. The mileage is 80,000 kilometers. As soon as the door was opened, the distinct aroma of old cars filled the air.

A Wide Range of Services Including Customization and a Historical Archive

Meanwhile, the basement floor is dedicated to the negotiation area for the new DS series.

According to Gauthier Carkayllon, a 'conseiller' (French for advisor, a sales representative), "This area in Paris is unique. Many of our customers are business owners, and they tend to visit after 3 PM for a more leisurely experience."

The new DS series boasts a wide array of customization options as its charm point, and at DS WORLD PARIS, the delivery time is generally one to two months. While in Europe, owners typically pick up their vehicles from the dealership, DS WORLD PARIS also offers home delivery. Furthermore, they provide pick-up and delivery services for regular maintenance.
DS WORLD PARIS also offers unique services like this.

Organizing visits to the aforementioned Citroën historical archive in Aulnay-sous-Bois, a suburb of Paris. While it might be difficult to coordinate schedules during a short stay in Paris, it's a welcome gesture for French car enthusiasts, as the archive is usually not open to the public and previously had no permanent reception desk.

Carissa, at the reception, also introduced further experiential attractions.Paris tour in an original DS21 with a chauffeurIt can accommodate up to four passengers, and you can choose from four courses, starting with a 1.5-hour course (240 euros: approximately 33,000 yen, calculated at 1 euro to 138 yen) up to a 3-hour course titled "Paris Romantique" (445 euros: approximately 62,000 yen).