DS AUTOMOBILES LAUNCHES PUBLIC ART TOUR, AS GALLERY COSTS POSE BARRIER FOR BRITS TO ENJOY CULTURAL EXPERIENCES
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DS AUTOMOBILES LAUNCHES PUBLIC ART TOUR, AS GALLERY COSTS POSE BARRIER FOR BRITS TO ENJOY CULTURAL EXPERIENCES

DS AUTOMOBILES LAUNCHES PUBLIC ART TOUR, AS GALLERY COSTS POSE BARRIER FOR BRITS TO ENJOY CULTURAL EXPERIENCES
  • Premium French car maker, DS Automobiles, introduces public art tours for drivers to enjoy local culture on the move
  • ‘Art Tour’ initiative comes after research showed that 55% of British public say entrance fees put them off visiting galleries and exhibitions
  • 61% of Brits said that public art enhances the cultural identity of their community, with over half believing that public art has a positive impact on the local economy
  • DS Automobiles public ‘Art Tour’ offers five curated routes across the country for drivers to take in free and accessible art as they drive
  • Routes available to experience on DS Automobiles website here and users are invited to share their travels using #DSArtTour

DS Automobiles has launched a new series of public art tours to allow drivers to experience the best of their local culture while on the road. The five specially curated routes allow drivers to experience the French art of travel across all four corners of the country.

The Art Tour routes, available in London, North-East, North-West, East Anglia, and Central Scotland, provide drivers with greater access to the UK’s diverse range of art collections. The tours showcase a mix of sculptures, installations, and paintings, all free of charge.

The initiative was developed in response to research findings that 55% of British individuals are discouraged from visiting galleries and exhibitions due to entrance fees. Additionally, 33% of respondents expressed a need for more guidance on local art initiatives, galleries, or public art installations.

To access the Art Tour routes, drivers can visit the DS Automobiles website. All tours begin at local DS retailers and can be completed during a DS 24 Hour Test Drive, allowing potential customers to borrow a car for a whole day. The tours also provide recommendations for high-end restaurants and hotels along the way.

The available routes include Manchester to Liverpool, Edinburgh to Glasgow, Newcastle to Durham, Norwich to Aldeburgh, and London.

For example, the Manchester to Liverpool route suggests starting at the DS retailer in Manchester and visiting various art sites such as the street art of Withington, the ‘Dream’ sculpture, Barbara Hepworth’s sculpture on Liverpool University Campus, the abstract ‘Penelope’ in Wolstenholme Square, and the iconic Beatles statue on Liverpool waterfront.

In Scotland, the Edinburgh to Glasgow route allows drivers to see well-known pieces of public art such as The Kelpies near Falkirk, The Hope Sculpture on the Clyde, and the Central Glasgow Mural trail.

Drivers who complete the tours are encouraged to share their experiences using #DSArtTour.

DS Automobiles is known for its close association with the worlds of art and design. The brand offers a range of models, including the DS 3, DS 4, DS 7, and DS 9, each embodying French luxury savoir-faire. DS has been a partner of the Louvre Museum in Paris since 2015 and an official partner of Paris Fashion Week since 2019.

Julie David, Managing Director of DS Automobiles UK, stated, “We hope that our new Art Tour routes offer drivers the opportunity to experience more of the cultural experiences that the UK has to offer, while bringing a little bit of the French Art of Travel to the roads of the UK.”

Research conducted by DS also revealed that 60% of Brits feel uninformed about art and artists, despite acknowledging the positive impact of art on the local economy. Claude Monet was the most recognized artist, while Vincent Van Gogh’s ‘Sunflowers’ was the most recognizable individual work of art.

DS offers plug-in hybrid and 100% electric models across its range.