Aston Martin’s New Boutique Store Opens in London
The name ‘Aston Martin’ conjures up visions of luxury, opulence and high-class living in the rich British aristocratic tradition. To reiterate their niche brand in the luxury goods class in the market, Aston Martin has now opened its own boutique, showcasing some really classy and high-end products in partnership with some of the most acclaimed luxury goods manufacturers in the world.
Prime Location
The all-new boutique is located in the prestigious Mayfair locality of London, at 8 Dover Street, rubbing shoulders with other renowned establishments like The Arts Club, Christian Louboutin, Jimmy Choo and the Victoria Beckham shops. Dover Street is a locality frequented by some internationally well-known names, and where opulence, shopping, culture and rich traditions go hand-in-hand.
According to Aston Martin’s Chief Creative Officer, Marek Reichmann, who has designed the store, the philosophy behind this new venture is to showcase the Aston Martin brand, so that even newcomers to the marque can gain a better understanding the guiding philosophy and the spirit of the company and its brand. Incidentally, Reichmann is the designer of the James Bond car in the movie Spectre.
Store Décor
The store is as classy as it gets with mosaic flooring composed from 500 pieces of English oak inlaid out in a pattern based on the “golden ratio” with a Nautilus shell design. The center of the room features a huge grass plaque with the Aston Martin logo. Art pieces from artists Vezzini & Chen adorn the walls, and a huge Letv 120” 4K Ultra HD, LED-LCD TV screen (one of the biggest in Europe) occupies one corner, to provide relevant information to the customers
Products on Offer
The store offers a wide range of apparel, briefcases, sunglasses and other accessories. The products are associated with some big names like Hackett London, FPM, and Marma London. Bed linen is by Emilia Burano, the acclaimed lace manufacturer from Venice. Baby prams by Silver Cross are also available.
Nothing comes cheap from Aston Martin, and an example of the prices involved are a crocodile bag costing £15,000 ($20,000) and “Silver Cross Surf” prams which start at £3,000 ($4,000). The prams are made from magnesium alloy and are lined with leather and sheepskin. They can also be customized.
Not forgetting their core products, the store features a dedicated section where customers can visit for customizing their cars or speedboats.
It’s not just a Store – it’s a Destination
The new Aston Martin Boutique isn’t all about selling stuff and making a whole lot of money from it. It is much more than that. Other than promoting brand awareness of Aston Martin and what it stands for, it aims at becoming a destination for like-minded people who are aligned with the Aston Martin brand to come together and enjoy the kind of elegant exclusiveness that is associated with it. Says Reichmann, “It’s a space where we express our brand DNA through other brands.”
The basic idea is that the No 8. Dover Street store will also serve as a venue for exclusive events and activities associated with art and culture, giving exposure to emerging trends in the art world, through art exhibitions as well.
The store is open 7 days a week from 10.00 am to 6.00 pm Monday to Friday, and from 11.00 am to 5.00 pm on weekends.
