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.