A global landmark dealership for Aston Martin is opening in the UK capital.
Aston Martin Q London, at Berkeley Square in London’s wealthy Mayfair district, has been developed by AM100 dealer group HR Owen and will provide opportunities for the luxury car brand’s customers to tailor their new car purchase to their precise requirements.
Ken Choo (pictured), chief executive of HR Owen said: “Aston Martin Q London represents an important milestone for our group. Mayfair is home to some of the finest automotive retail experiences in the world, and we are proud to bring Aston Martin back into this exceptional address alongside our other prestigious showrooms.
“This new location, together with our Wandsworth aftersales facility, underlines our long-term commitment to offering clients the very best of British luxury motoring.”
Officially opened today, and commencing trading on Monday, October 5, the Aston Martin showroom is a destination space that spans two floors, with designated areas for vehicle display, informal meetings, private one-to-one consultations and events such as customer receptions.
16
From the glazed frontage on Berkeley Square, a reception area leads through to a dramatic double-height central section, defined by a series of bronze-clad arches. As guests progress through the space they will pass up to four Aston Martin models, arranged alongside an informal seating area, a dedicated customer specification lounge, coffee bar and curated displays of merchandise and accessories.
“Aston Martin Q London will play a uniquely important role in the world of Aston Martin,” said Aston Martin’s chief executive Adrian Hallmark.
“Not only does this dramatic and elegant space offer an excellent backdrop for our product range, but it gives us a prominent window in one of the world’s most pre-eminent luxury shopping destinations. We are delighted to be continuing our partnership with HR Owen, and I look forward to many more customer-facing events and activations in Mayfair.”
It will provide an introduction to the Aston Martin brand for London’s visitors through its immersive brand environment, with screens and artwork providing a rich backdrop of content that tells the story of Aston Martin, through its heritage to racing exploits, innovation and contemporary models, with a focus on craftsmanship and design.
Aston Martin Q London will also provide the Q by Aston Martin in-house personalisation service that can accommodate customers who want a unique stitch, leather or exterior colour for their chosen new Aston Martin, or even a truly bespoke one-off commission as the Aston Martin Victor. Q London also allows customers to have a direct relationship with the Q by Aston Martin team, allowing them to explore the myriad options available across colour, trim, material and finish in order to shape a truly unique automobile.
A digital configurator features a large-scale screen, measuring approximately 8 metres wide by three metres high. This provides a near full-size image of all Aston Martin models, from the core line-up through to the brand’s latest ‘specials’ including Valen and Valhalla vehicles.
The visualisation system takes design data directly from the Design Studio, ensuring the play of virtual light across the rendered surfaces is as accurate as possible, and its virtual-reality technology enables customers to create real time, high-quality imagery of the practically limitless specification options.