17 May 2018
DS 3 CAFE RACER:THE GLAMOUR OF ROCK, NEO-VINTAGE AND FUTURISTIC MODERNITY: ‘IT ROCKS!’
Since its launch, DS 3 has made a mark on its era through its robust personality and bold character. Today, DS Automobiles presents a Limited Edition, ultra original, modern and bold. DS 3 Café Racer is inspired by the world of Café Racer, a symbiosis of history, retro and glam-rock design, and modern technologies, for a unique driving experience. For those who wish to immerse themselves in the world of the Café Racer in the heart of Paris, DS Automobiles invites them to visit DS WORLD PARIS,33 rue François 1er,from now through 18 June to discover an exhibition of photos, motorcycles and objects elegantly presented alongside DS 3 Café Racer.
Quintessentially luxurious with a touch of rock, classical with a hint of provocation, rough-edged yet with neo-vintage design, the appeal of “Café Racer” style is not restricted to bikers’ circles but goes much further, extending to worlds as diverse as fashion, lifestyle, literature, magazines… DS 3, a true style icon, an icon of its generation, makes a mark on its era once again and offers an interpretation of this genuine social phenomenon.Inspired by the work of genius motorcycle builders such as Shinya Kimura, the concept of wabi sabi (austere sophistication) and events like Wheels and Waves, DS 3 offers this ultra-customised limited edition that combines the rich and glorious history of DS, the Brand’s unconventional spirit, and leading-edge performances and technologies, for a unique driving experience. The DS Automobiles brand and BMD Design, united around shared values of style, authenticity and know-how, came together to create DS 3 Café Racer, a pure object of desire.
The studio BMD designed the decor for the Limited Edition DS 3 Café Racer, evoking a unique rock and vintage universe that combines sophistication and practical design. The DS Automobiles teams, for their part, put the finishing touches on this DS 3 Café Racer to make it a unique and modern vehicle with a strong personality that breaks free from the stereotypical world that surrounds us.
“This deep fascination with the Café Racer movement, with the glamour of rock’n’roll and the alluring vehicles of the past, with the beauty of unique and personal objects, led us to create this rare limited edition. It combines modernity, creative freedom and an homage to the glory of the past, with references to the heritage of car racing. DS Automobiles believes Strongly and passionately in vehicles, and is once more demonstrating its profound attachment to creative, customised, bold and resolutely forward-looking objects,” says Eric Apode, Head of Products and Development at DS Automobiles.
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