Aston Martin unveils its first ultra-luxury flagship, celebrating the grand opening of Q New York
Aston Martin proudly unveils Q New York, its first ultra-luxury flagship located on 450 Park Avenue in the heart of New York City. This landmark establishment introduces unmatched British tailoring, unique craftsmanship, and the pinnacle of the Q by Aston Martin bespoke service to North America for the very first time. Q New York offers an exclusive and immersive entry into the captivating world of Aston Martin, combining the ultimate blend of digital and physical car configuration to deliver the most sophisticated luxury specification experience available anywhere in the world.
The opening of this flagship location builds upon Aston Martin’s longstanding commitment to luxury craft and reflects the growing trend of personalization in the automotive industry. Q New York’s conscientious design elements, including the awe-inspiring “Champagne Frame” window installation, the artful use of mosaic tiles, and the presence of commanding dining tables, define the new flagship, bringing the essence of British elegance to one of the most prominent streets worldwide.
In addition to its role as a showcase for Aston Martin’s latest products, Q New York serves as a launch venue for unique special builds, limited-edition models, and exciting newcomers to Aston Martin’s breathtaking portfolio. At the forefront of this display is the highly anticipated all-new DB12, making its North American debut, alongside the era-defining Aston Martin Valkyrie AMR Pro hypercar.
Q New York elevates the car configuration experience to unprecedented heights. During a personalized appointment, clients are invited to visualize their bespoke Aston Martin on a remarkable 10.5-meter by 3.5-meter LED wall, offering an ultra-high definition, 360-degree view that faithfully replicates the proportions of their dream vehicle. Striving for realism and immersion, Aston Martin aims to create an environment where clients feel as though they could step inside their envisioned car.
To facilitate a seamless and high-end customer specification service, Q New York leverages innovative Near-Field Communication (NFC) technology. This cutting-edge approach allows clients to combine the tactile experience of physical color and trim samples with live configuration on a screen, providing a harmonious integration of the physical and digital realms.
Moreover, Q New York establishes a direct link between clients and Aston Martin’s design studio in Gaydon, UK, through a live video connection. This enables real-time communication with the brand’s esteemed designers and the Q by Aston Martin team, delivering the most bespoke and sophisticated commissioning experience available outside of a personal visit to the headquarters.
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.
We recognise the growing trend of personalisation across the luxury goods segment and see huge value in investing in our customer experience to create the best specification experiences available anywhere in the world. With a 92% increase in Q by Aston Martin take-up in the Americas last year, this is the perfect time and the perfect place for us to open our very first global flagship location.
Beyond its primary role as a showroom, Q New York offers a comprehensive concierge experience. Alongside the personalized car configuration journey, clients can enjoy carefully curated high-end dining options and indulge in luxurious overnight travel experiences, further enhancing the overall journey of creating their own Aston Martin.
The foundation of Q by Aston Martin represents a fundamental pillar of Aston Martin’s ultra-luxury strategy, granting clients the ultimate sense of freedom and expression in customizing their vehicles. The bespoke service has experienced significant growth in recent years, with a record number of Aston Martin units sold featuring bespoke touches and elements in 2022, marking a remarkable 51% year-on-year increase. Notably, the Americas region stands out as the fastest-growing market for Q by Aston Martin, experiencing an exceptional 92% year-on-year growth in 2022.
Driving this growth are the introduction of specific Q by Aston Martin: Collection options, which serve as curated selections fully costed and visible on the Aston Martin configurator. These collections act as a gateway for customers to explore the world of Q by Aston Martin, providing inspiration and demonstrating the infinite possibilities of this intimate and personalized service.
At the pinnacle of the bespoke service, Q by Aston Martin: Commission takes customers on an exclusive journey involving personal collaboration with Aston Martin’s design team. This extraordinary opportunity allows clients to create a truly bespoke and individual car, with some known to invest over 30% of the car’s original retail value to bring their unique vision to life and achieve an unparalleled level of personalization.
Situated on one of the most prominent corners of Midtown Manhattan, Q New York seamlessly blends the handcrafted nature of Aston Martin with state-of-the-art technology. Against the backdrop of an immersive specification experience, this flagship location showcases the finest British craftsmanship and engineering, exemplifying the essence of Aston Martin’s commitment to excellence.
Creating wondrous places, spaces and experiences are important design statements for us. 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.
We have created Q New York as a landmark across the Atlantic where our customers can collaborate with our designers to make their own lifelong Aston Martin 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.
