Aston Martin’s Ultra-Luxurious NYC Digs
The British marque wants you to tailor your car and drive it too, with the opening of its Q New York flagship.
Aston Martin is set to apply Savile Row savoir faire to powertrains and bodywork, with the opening of its first ultra-luxury flagship, Q New York. Catering to the upper echelons of the automotive community, the appointment-only service goes beyond traditional showrooms, creating an all-encompassing experience.
Translating archetypal British luxury to the city that never sleeps, and bringing it into the contemporary era, Q New York sees classic architectural details and Savile Row touches sit alongside the latest technological advancements.
British architecture takes centre stage, with a generous use of mosaic tiles, chandeliers, framed windows, and fireplaces in the atypical showroom. Passersby are greeted with a grand window installation—dubbed the ‘champagne frame’ its made from one of the largest single panes of glass ever installed in a New York building, as well as a 2100-bulb chandelier spanning 40 metres. Oh, and there’s the new Aston Martin DB12 sitting under it.
Designed to allow the British marque’s elite clientele to create their own singularly personal Aston Martin, Q New York blends digital and physical car configuration tools. Appointments will see clients able to visualise their dream car on an imposing 10.5m x 3.5m specification screen which anchors the space and displays ultra-high definition, 360-degree views in real-life size. According to the marque, the intention is to “provide such a realistic configuration that clients feel as though they could open the door to their car.” Cool.
Extending the ‘tailoring for your car’ metaphor is a wall with myriad material and colour options, displayed in the manner of sartorial items. For those whose imaginations require a little extra stimulation, there are a number of quintessential Aston Martin creations dotted around the showroom. In addition to the recently unveiled DB12 ‘super tourer’ taking pride of place, further inside, the futuristic Valkyrie AMR Pro dominates the space.
“Creating wondrous places, spaces and experiences are important design statements for us,” said Marek Reichman, executive VP and CCO of Aston Martin. “And just as we belong in Formula One as British makers of ultra-luxury high-performance sports cars, Aston Martin belongs in New York City. It’s a place where dreams come true.
“This is our version of creative performance design and precision craft at their finest – with sights and sounds, shapes and forms, and vivid colours and textured materials – all presented using the latest technology to provide customers with the engaging Aston Martin experience that they deserve.”
Going beyond the showroom, the British marque has introduced a bespoke concierge service. Designed to extend the Aston Martin experience past the powertrain, there will be curated high-end dining and overnight travel experiences on offer for select clientele.
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