Westfield London Partners with DS Automobiles for ice rink partnership

Shopping destination Westfield London has partnered DS Automobiles along with a series of other brands to create the ultimate Christmas experience at the indoor ice rink this year.

Designed to engage the estimated 4.5m skaters and non-skaters who will visit the centre throughout the festive period, the ice rink will also house a DS Automobiles customer activation experience using the new DS 4 model, building on the headline sponsor’s 60 years of heritage in avant-garde design, drawing upon expertise far removed from that of the automotive industry, including haute-couture fashion, leather-making and jewellery. These diverse sources of inspiration will be reflected at the DS Automobiles customer activation experience where consumers will be able to experience the new DS 4 and explore the craftsmanship and technology that are hallmarks of this latest addition to the DS range.

To underline the DS brand positioning as well as bringing to life the DS LED vision lights, visitors will be able to create their very own Picasso’s light drawings in a specially constructed photo booth. Visitors will be able to share their content on social media channels.

Mark Blundell, marketing director of DS Automobiles UK said: “Westfield is one of the world’s premier shopping destinations and we’re delighted to be headline sponsors of the Ice Rink. We are using this as an opportunity to showcase New DS 4 and DS 4 Crossback which visitors will be able to see from a unique perspective as they skate. This will be the perfect backdrop for DS Automobiles, which draws design inspiration from the world of luxury fashion and showcases the latest in-car technology.”

There will be additional interactive experiences from event partners Ping Pong and American Eagle and offerings from retailer partners Artisan du Chocolat, Yuyu, Jamies Italian, Happy Socks, Thunder Toffee Vodka, Sennheiser and Scribbler. To keep visitors fed and watered, Ping Pong which has just launched at Westfield London will be hosting cocktail and Dim Sum masterclasses, and serving up delicious Chinese teas, cocktails and mocktails.

American Eagle is the official clothing provider of the Ice Rink and will be providing jeans, hoodies and sweatshirts to the Skate at Westfield box office, skate change team and ice marshals. As America’s favourite jeans brand they’ll be showing consumers what to wear through the winter months – from layering up denim with cosy knits to the latest outerwear trends.

Myf Ryan, director of marketing – UK & Europe at Westfield, comments: “We are constantly developing the way we work with brands to create a well-rounded consumer experience and are delighted to be offering brand and retail partners a fantastic platform to engage with their target audience. Westfield London’s Ice Rink will be a destination in itself with a full schedule of entertainment, festive food and drinks and interactive experiences for visitors provided by some really exciting brands such as DS Automobiles. We are thrilled to be able to deliver this unique experience – a one of its kind for festive skaters in the UK.”

The activity will run from 19th November 2015 – 3rd January 2016 and the Westfield London Ice Rink will be open throughout this period. The Westfield London Ice Rink will feature a range of entertainment where skaters can soak up the sounds from a live DJ and enjoy special music performances on the Westfield Presents stage located on the ice rink. For families, a range of entertainment will be on offer for all ages, and penguin and seal-themed skating aids will be available to hire for children as young as 3 to join in.