Proton DX Finally Open – First Automotive Digital Experience Centre in Malaysia
June 19, 2023 Andrew Cheng

Remember the Proton Digital Xperience (Proton DX) store we spotted back in March this year? Well, the automotive digital experience centre has finally opened its doors to the public today, and it’s said to be the first store of its kind in Malaysia.

Developed by ACO Tech in collaboration with Proton and China Construction Bank (CCB), Proton DX occupies a 5,275 square feet space with six main areas; the highlight being the Virtual Cockpit. As its name suggests, it offers a virtual drive in an enclosed theatre-like dome; visitors can even use voice commands to select different options throughout the experience.

Next, there’s the Activity Zone in Proton DX. It’s basically an interactive game featuring the Proton X50, X70, and Iriz. Up to three players can participate in the racing game, where they are required to run in place and perform certain actions to race to the finish line.

And then we have the ATLAS Mall showcase area, which allows visitors to see various products found on the ATLAS Auto app. Curiously, official merchandise from other brands under the Geely Group – such as Lynk & Co and Zeekr – are also shown here, though they’re not available for purchase.

Also featured at Proton DX is a Lifestyle Zone, which consists of active wear and lifestyle merchandise from an ongoing collaboration between Joma and the centre. These products can actually be purchased at Proton DX itself, and in the future, official Proton merchandise will also be available here.

If you want to take a break, there’s the cafe component of Proton DX dubbed Aico Cafe. Whether you want to grab a quick bite, coffee, or tea, you can get them here. According to the company, social gatherings for Proton owners or communities can also be hosted at Aico Cafe.

Finally, there’s the Delivery Bay. While Proton DX itself is not a dealership, “special Proton customers” – as the company puts it – can take delivery of their new ride here.

Proton DX is certainly a unique centre that showcases both Proton’s and ACO Tech’s offerings. If you’d like to give it a visit, you can do so at Quill City Mall, Kuala Lumpur. The centre is open daily from 10AM to 10PM.