Audi enthusiasts have a novel way of checking out the A3 Sportback e-tron this month – at the marque’s ‘pop-up’ store at London's Westfield Stratford Shopping Centre.

The e-tron, which has just been voted 2015 What Car? Electric Car of the Year, is on display at the store and available for test drive, prior to going on sale on January 17.

At the shop, which is located near the city's Queen Elizabeth Olympic Park, Customers can learn all about the car using a variety of immersive digital platforms, including the latest 2D and 3D augmented reality as well as virtual reality – and even configure their own bespoke version using the Audi Explorer App and Audi Mileage Tracker App.

They can also discover how owners of the car can control a variety of its functions, such as the charging system, via their smartphones using the Audi connect app.

An Audi A3 e-tron inside the Audi pop-up shop at the Westfield Shopping Centre, West London.

Sarah Cox, the company’s National Communications Manager, said: "Westfield customers will be able to explore the benefits of the first plug-in hybrid car produced by Audi with the help of leading-edge virtual technologies. It's an innovative way to interact with an innovative car."

Additionally, electric car drivers who park at Westfield Stratford while they visit the pop-up store will be able to take advantage of six free charging bays from January 12 to February 8.