It marked the opening of Q New York with a grand celebration at the venue on 450 Park Avenue in Manhattan.
Celebrating the British brand’s 110th anniversary, guests in attendance included New York Jets quarterback Aaron Rodgers, American actresses Zoey Deutch and Gabrielle Union, and British mezzo-soprano Katherine Jenkins OBE. Guests were greeted to a cocktail reception at Q New York with an exclusive DJ set from British-born, New York City-based, Isabella Massenet.
Amongst the celebrations, the world’s first Super Tourer made its North American premiere, with the DB12 unveiled for the first time in the brand’s largest commercial market.
In the week of North America’s second Formula One race of the season in Canada – the home race for Aston Martin Aramco Cognizant Formula One Team driver Lance Stroll – Aston Martin’s AMR23 car was also on display, allowing New Yorkers to get a closer look at the track car, which has propelled the British team to third in the Constructors’ Championship.
Located on one of the most prominent corners of Midtown Manhattan, the new location brings the company’s bespoke service, Q by Aston Martin, to North America for the first time.
The new store will serve as a showcase and launch venue for Aston Martin’s latest products, from special builds to limited-edition models and newcomers to Aston Martin’s portfolio.
Q New York offers a blend of digital and physical car configuration. As part of a custom-made appointment, customers will be able to visualise their personalised Aston Martin on a 10.5 metre x 3.5 metre LED wall capable of providing a 360-degree view of any Aston Martin in real-life size.
Use of Near-Field Communication (NFC) technology will facilitate specifications, allowing customers to combine the sensorial touch and feel of physical colour and trim samples with live configuration on screen.
A live video link from Manhattan to Aston Martin’s design studio in Gaydon, UK, enables real-time communication with the brand’sdesigners and the Q by Aston Martin team, providing a customised experience available outside of a personal visit to the headquarters.
A concierge experience, high-end dining and overnight travel experiences will also be available for those seeking to extend the experience of creating their own Aston Martin.
“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."
