British luxury carmaker Aston Martin has opened its first exclusive boutique in the heart of London’s Mayfair. The new store is located at No. 8 Dover Street — across from The Arts Club, and just a few doors down from the Christian Louboutin and Victoria Beckham shops — placing the Aston Martin brand in a prestigious mix of art, culture, shopping and luxury.
The boutique was designed to invite both existing and new customers to understand Aston Martins’ design philosophy, ‘The Art of Living’, and experience the brand beyond the world of car making.
Thus, despite having products on display — mostly from other brands, such as Hackett London, Marma London, Quintessence Yachts, Emilia Burano and Silver Cross — the store is less about retailing, and more of a destination where brand admirers can go to immerse into the exclusive lifestyle associated with the Aston Martin brand.
“It’s a space where we express our brand DNA through other brands” says Katia Bassi, Managing Director of Aston Martin Brand.
To keep visitors coming to the store, the new boutique will also host design classes, exclusive events, and art exhibitions — creating a destination where Aston Martin’s consumers can go to feel inspired, and to discover the latest trends in art and design.