Q New York Is Aston Martin’s First Ultra-Luxury Flagship

Experiential ideas seem to be on the uptick amongst luxury automotive houses - Bentley’s new design concept in Seoul dedicates an entire building for customers to mingle, relax and perhaps spec another Bentley for their holiday home. Now, Aston Martin makes sure that its customers do not get the short end of the stick by announcing a new ultra-luxury space in New York City.

One cannot mistake Q New York for anything else on Park Avenue - a unique window installation dominates the front. It is one of the largest single panes of glass ever installed into a New York building, serving as a passage for Aston Martin’s latest products, where the new DB12 and Valkyrie AMR Pro hypercar currently reside.

As part of a custom-made appointment (you can schedule an appointment via local dealer Wearnes Automotive), clients will be able to visualise their personalised Aston Martin on a 10.5 metre x 3.5 metre LED wall capable of providing an ultra-high definition, 360-degree view of any Aston Martin in real-life size. A live video link from Manhattan to Aston Martin’s design studio in Gaydon, UK, enables real-time communication with the brand’s designers and the Q by Aston Martin team.

Lawrence Stroll, Executive Chairman of Aston Martin said: “The opening of our first flagship Q location, in our largest commercial market, is the latest distinct expression of Aston Martin’s shift to an ultra-luxury brand. It demonstrates our ambition to drive global growth and create elevated customer experiences to match our owners’ passion for Aston Martin.”

The design principles of the space are built upon quintessentially British architecture, including extensive use of mosaic tiles, chandeliers, beautifully framed grand windows, fireplaces, and mantel pieces, as well as large scaling dining tables.

Never once did Aston Martin label this concept a “showroom”, which goes to show their intent to lean away from regular car buying procedures to one that embraces experiences from start to finish. If there were hesitations on a Valhalla booking earlier this year in Singapore, now’s your chance for a second bite of the cherry 15,000km away.

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