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Citroën DS3 Design Driver

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Rotate Street View
Location Citroën DS3 DesignDriver
Days 14, 15, 16, 17, 18, 19,
Address via Croce Rossa
Zone montenapoleone

                                                      Citroën DS3 Design Driver

Fuori Salone 14-19 April 2010
Piazzetta Crocerossa

Citroën Italia makes an unexpected appearance at the Salone del Mobile 2010, the international furniture exhibition taking place in Milan from the 14th to the 19th of April. The most refined heart of the city, Piazzetta Crocerossa, on the corner with Via Montenapoleone, will stage Citroën DS3 Design Driver, an original installation which will be used to unveil the latest creation to come out of the Citroën stable, the DS3, launched on the Italian market on the 21st of March.

The installation bears the signature of the architect Fabio Rotella, whose aim was to create an “Open Air Living Room” where a six-metre-high lampshade covers and illuminates a lounge area dedicated to journalists, designers, architects and VIPs who will have the Citroën DS3 at their disposal as a courtesy car for getting around, to and from the most interesting events of the Salone del Mobile.

The large lampshade is reminiscent of the Venini lampshades hosted by Citroën in the lounge area as a valuable testimonial to a major name in Italian design. The unmistakable creations of the historic glass maker illuminate the exquisite chairs, recreating the atmosphere of an ideal lounge in which to meet and share ideas, projects and creativity.

          And it is the dynamic setting of the Salone del Mobile which Citroën has chosen to communicate the great innovation of the DS3: a revolutionary car that openly breaks the traditional mould, bursting with energy and elegance, whose design is the perfect blend of surprise, seduction and dynamism.
Seven innovative customisation themes and thirty-eight different colour and body combinations make the DS3 a car which, like a tailored suit, represents its driver and defines their lifestyle.

With DS3 Design Driver Citroën pays homage to the essence of the Salone del Mobile, celebrating the two objects that symbolise design for design’s sake, the automobile and the lampshade. The installation becomes an original meeting place, a dynamic point of departure and arrival, an essential gathering point and strategic hub for a public whose curiosity, creativity and character reflects the soul of the new DS3.





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