Aston Martin Opens A Luxury Lifestyle Center in Shanghai
Aston Martin Lagonda has opened its first lifestyle boutique and experience center in Shanghai. The luxury British carmaker has big ambitions for China and the new space is designed to further promote the brand in the region. Marek Reichman says the new building “mixes local culture, art, and shopping.” The Aston Martin vice president and chief creative officer is confident that it will deliver “a truly luxurious experience”.
Located in Shanghai’s Lujiazui financial district, the “House of Beautiful” is designed to be a showcase for Aston Martin’s larger activities – namely the experiences, bringing together the company’s products and brand collaborations. Increasingly, these statements of luxury are playing a central role in the company’s activities.
Even though Aston Martin makes handsome, powerful and exclusive motor cars, today’s competitive market requires exploring the wider world of luxury – fashion and lifestyle, nautical, even property. Brand collaborations are central to this and are becoming wildly varied, from building cars with Red Bull Racing to working with luxury watchmakers, designing a speedboat, curating art exhibitions, even venturing in the world of architecture. The emphasis is on personalization and creating original experiences. “The experience becomes more and more important in this picture,” Reichman told me a little while ago. “It must always be authentic though. It should never be a case of money buys you an experience.”
The Shanghai facility occupies over 300m2 of space to includes a collection of vehicle displays, space for entertaining and a lounge area for guests to relax. It is housed within the MIFA 1862 Art Center, a converted 155-year-old shipyard. Reichman and his team led the creative side and were involved with the interior design of the new brand-new brand center. Using materials and finishes associated with the marque, they have set out to create an environment that enhances the products on display. The space will also host design master classes, photography exhibitions and other exclusive events.
Centers like the boutique in Mayfair, London and the new showroom in Shanghai are there to promote brand loyalty. Reichman explains: “The new center is part of an investment plan to strengthen our visibility to increase sales performance, which will further improve Aston Martin’s market share in this key market. This reflects our confidence in the brand and the attractiveness of the Chinese market.”
The Chinese market was the fastest growing region in 2017 for Aston Martin and the “House of Beautiful” forms part of the luxury marque’s $800m trade and investment program planned for the region. The five-year plan was announced earlier in the year by Aston Martin Group president and chief executive officer, Dr Andy Palmer, during a visit to China by a UK business delegation.
“Shanghai has the perfect mixture of eastern and western culture,” says Peng Mingshan, president of Aston Martin China. “The opening of ‘the ‘House of Beautiful’ is a significant milestone for our planned expansion in China. We will bring more unique brand experience to Chinese clients and fans of Aston Martin.”
By Nargess Banks (Forbes)