New York has gained an attractive car destination. The British sports car manufacturer Aston Martin has opened a flagship store for the customization division “Q by Aston Martin” in Midtown Manhattan. This will bring its rapidly growing custom specification service to North America for the first time, the company announced on Tuesday.
“The opening of our first Q location in our largest market is the latest clear expression of Aston Martin’s transformation into an ultra-luxury brand,” said CEO Lawrence Stroll. “It demonstrates our ambition to drive global growth and create a superior customer experience that reflects car owners’ passion for Aston Martin.”
The new location will primarily serve as a presentation and launch location for the brand’s latest models, from custom-built to limited-edition vehicles. First, Aston Martin is exhibiting the new DB12 in the showroom – as a North American premiere – and then there is the hypercar Valkyrie AMR Pro.
The carmaker promises an “ultimate mix of digital and physical vehicle configuration” in the “Q New York”. After making an appointment, customers can visualize their customized Aston Martin on a 10.5 meter by 3.5 meter LED wall. It should offer a high-resolution 360-degree image of the vehicle in its original size. Thanks to near-field communication technology (NFC), the feel of physical color and cutting patterns can also be combined with the live configuration on the screen.
Real-time video switch to the design studio
If desired, the customer can also be connected via video link to the Aston Martin design studio at the Gaydon headquarters, in order to be able to customize the car of their dreams in direct exchange with the experts. A visit to the Q showroom can be further enhanced with a concierge service including carefully selected top restaurants and accommodation options.
The location should also meet the high demands of Aston Martin customers visually. The store is located in a listed building at 450 Park Avenue. A window installation called “Champagne Frame” is an eye-catcher. The window frame consists of one of the largest single panes of glass ever installed in a New York building, it said. A 40 meter long chandelier with 2,100 lightbulbs hangs from the ceiling, illuminating the vehicles on display. Other highlights include special mosaic tiles and large tables.
“Q New York” combines both the craftsmanship and the high-tech character of Aston Martin and presents state-of-the-art technology against the background of an immersive specification experience, emphasized Stroll. The first location of its kind forms an important pillar of the manufacturer’s brand and customer strategy. In doing so, they also want to do justice to the growing personalization trend in the entire luxury goods segment.
2023-06-14 09:51:26
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