DS Automobiles to activate Westfield ice rink partnership

American Eagle will provide clothing for skaters and ice marshals (Westfield London)
American Eagle will provide clothing for skaters and ice marshals (Westfield London)

Westfield London has partnered with a number of brands, including headliner DS Automobiles, to launch interactive experiences as part of its Christmas ice rink launch.

The ice rink, which opens on 19 November and closes on 3 January, will house a DS Automobiles customer activation featuring the DS 4 model.

Consumers will be able to explore the new model, while a Picasso-inspired light drawing photobooth aims to bring to life the DS LED vision light.

Mark Blundell, marketing director of DS Automobiles UK, said: "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."

American Eagle has been named as the official clothing partner of the ice rink and will be providing jeans, hoodies and sweatshirts to the Skate at Westfield box office, skate team and ice marshals. 

The Westfield London Ice Rink will feature a range of entertainment, including a live DJ and music performances on a special Westfield Presents stage. Other event and retail partners include Ping Pong, Artisan du Chocolat, Yuyu, Jamie’s Italian, Happy Socks, Thunder Toffee Vodka, Sennheiser and Scribbler.

Myf Ryan, director of marketing – UK & Europe at Westfield, said: "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."

More: Westfield to tour festive winter playground around London

Event TV: Westfield's Music Cube experience returns to London

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @dollydeighton

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free