As Aston Martin Aramco Cognizant Formula One® Team arrived in Montréal for the second North American race on the 2023 F1 calendar and Lance Stroll's home Grand Prix, Aston Martin opened its first ultra-luxury global flagship, Q New York, in a stunning Manhattan setting.
Celebrating the iconic British brand's 110th anniversary, esteemed guests in attendance included New York Jets quarterback Aaron Rodgers, American actresses Zoey Deutch and Gabrielle Union, and British mezzo-soprano Katherine Jenkins OBE.
The all-new Aston Martin DB12 made its North American Premiere at the launch, just weeks after the world's first Super Tourer was unveiled by AMF1 Team drivers Lance and Fernando ahead of the Monaco Grand Prix.
Guests were also able to get a closer look at an AMF1 Team car at the glittering event and enjoy an exclusive set from British-born, New York City-based DJ Isabella Massenet.
Aston Martin launches New York flagship store
Where Savile Row meets Park Avenue. Aston Martin proudly opens the doors to Q New York, its first ultra-luxury flagship on 450 Park Avenue, in New York City.
Aston Martin's first flagship, on 450 Park Avenue in New York City, brings the bespoke Q by Aston Martin service to North America – providing the most sophisticated luxury specification experience available anywhere in the world.
This includes the use of Near-Field Communication (NFC) technology to combine sensory touch and feel of physical trim samples with live configuration on screen. The experience includes a live video link to Aston Martin's design studio in Gaydon, UK, for real-time communication with the brand's renowned designers and the Q by Aston Martin team.
Creating an intersection between the physical and digital worlds, clients will also 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.
Furthermore, those seeking to extend and elevate the experience of creating their own Aston Martin are offered a concierge experience, including carefully curated high-end dining and overnight travel experiences.
Q New York will serve as a showcase and launch venue for Aston Martin's latest products, from unique special builds to limited-edition models and newcomers to Aston Martin's breathtaking portfolio. Today, the flagship displays the DB12 and era-defining Aston Martin Valkyrie AMR Pro hypercar.
"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," said Aston Martin Executive Chairman Lawrence Stroll. "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 per cent 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.
"This is the last check in the box, the last piece in the puzzle to come together from where I started three and a half years ago to now: the customer experience. And of course, wrap this all up with our Formula One team, which is having a fantastic year on track – there's a trickle-down effect over the whole brand."
"Creating wondrous places, spaces and experiences are important design statements for us," added Aston Martin Executive Vice President and Chief Creative Officer Marek Reichman. "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."
Q New York is now officially open at 450 Park Avenue, with appointments available to be scheduled by any Aston Martin dealer.
Configure and explore Aston Martin DB12 here.
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