Aston Martin is bringing quintessential British tailoring to the Big Apple with the opening of Q New York on 450 Park Avenue. Transposing the Savile Row experience to the automotive world, Q New York goes beyond a traditional showroom to offer the marque’s North American clients a comprehensive physical and digital bespoke experience.
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Traditional British architecture reigns supreme, with mosaic tiles, chandeliers, grand framed windows, fireplaces, and mantle pieces featured throughout the showroom. Material and colour options are displayed as in a Savile Row workshop, with tiny display cars and upholstery options showcased on a dedicated wall. The pièce de résistance? A ‘champagne frame’ window installation. Created with one of the largest single panes of glass ever fitted in a New York building, it depicts an impressive sight — Aston Martin’s most iconic models (among them, the Valkyrie and newly released DB12) illuminated by an expansive 2100 bulb chandelier.
But while the setting is old world, the technology is decidedly forward thinking. In an appointment-only format, clients are able to visualise their bespoke creations in real life size, thanks to a 10.5m x 3.5m LED wall which offers an ultra-high definition 360-degree view of the vehicle. A live video link from Manhattan to Aston Martin’s design studio in Gaydon, UK, allows customers to communicate with the marque’s designers in real-time. Going beyond the automotive, Aston Martin will also offer a concierge experience with curated high-end dining and overnight travel experiences for discerning clients.
The opening of the Q New York Flagship follows substantial growth for the division in recent years, with 2022 seeing record numbers of Aston Martin units with bespoke touches sold. This success has been bolstered by special- and limited-edition models, which offer a gateway into the full Aston Martin Q bespoke experience.
Words by John Deckard
