New ‘Ultimate Drive’ experiences lead impressive collection for 2017 For Aston Martin owners old and new.

• New ‘Ultimate Drive’ experiences lead impressive collection for 2017
• New portfolio includes trips-of-a-lifetime and the return of the ‘On Tour’ series
• Aston Martin Art of Living provides access to the ultimate in luxury lifestyle

Aston Martin today revealed a portfolio of experiences to be offered in 2017 by the British luxury brand’s Art of Living by Aston Martin programme, which takes customers beyond sports cars and provides them with the opportunity to live the brand’s lifestyle.

Ultimate Drives

Headlining the collection of experiences are two new Ultimate Drives. The first will see guests embark on an adventure spanning two continents in three weeks; their journey taking in South Africa, Monaco, Austria, Lake Como and Vienna, including challenging drives and helicopter rides, gourmet dining and undiscovered city sightseeing. 

For thrill seekers an adrenalin-fuelled Ultimate Drive will provide unprecedented access to some of the world’s top motor races: 24 Hours of Le Mans, Goodwood Festival of Speed, and an experience with our Innovation Partners, Red Bull Racing at their home race in Austria. 

Aston Martin Executive Vice President and Chief Creative Officer Marek Reichman commented: “It is exciting to see the Aston Martin’s Art of Living team has curated such an incredible collection of experiences for 2017. 

I’m particularly impressed with the content of the new Ultimate Drives, which truly are once-in-a-lifetime journeys. Anyone attending these experiences will get to indulge in the soul of the brand.

On-Tour

The “On Tour” experiences provides the opportunity to drive an Aston Martin sports car along some of the world’s most breathtaking driving routes. A five-day tour of California will take guests from the Golden Gate Bridge to the beautiful Big Sur before heading onto Santa Barbara, Palm Springs and Joshua Tree. For those who prefer the East coast there will be a tour of New York that takes in the Hamptons along the way. In Europe, you can choose from a journey along the Atlantic Ocean Highway in Norway, which is world renowned for its beauty, or a tour of Bavaria in Germany or a drive from Madrid to Bilbao in Spain, taking in exquisite hotels along the way.

Trips-of-a-Lifetime

Those seeking a holiday with a difference are invited to experience Cuba the Aston Martin way.  The trip-of-a-lifetime to Havana will take in a visit to the Buena Vista Social Club, where guests can meet one of the original group members before being invited to record their own Cuban sounds. A tour of Havana in 1950s cars will provide guests with a great view of the city and the trip will be completed with cigar and mojito making classes. To indulge in a very different culture, the Art of Living by Aston Martin will also offer a Japanese experience. Guests will take in the galleries and gastronomy of Tokyo before travelling on the Bullet Train to Kyoto where they will experience a traditional Japanese tea ceremony performed by Geishas.

Ice Driving

For those looking for exhilarating experiences, Aston Martin knows the answer is Ice Driving. In 2017, the programme invites the daring to enjoy the thrill of ice driving in destinations including New Zealand, the U.S.A and Finland. A special experience in Courmayeur, Italy will also combine ice driving with the ultimate ski race.

Motor Sport

This unique collection provides exclusive behind-the-scenes access to some of the world’s most prestigious races including Monaco and Silverstone, and a day with our Innovation Partners, Red Bull Racing, which will give guests a unique insight into preparations made when they take their 2017 challenger to the track for the first time at pre-season testing in Barcelona. The highlight of the summer season will be the Le Mans 24 Hours where guests will enjoy exclusive access to the factory Aston Martin Racing team.

Design Materclasses and dinner series

A new offering for 2017 is the exclusive Design Masterclass, which offers the opportunity to learn about the meticulous processes and high level of attention to detail involved in producing an Aston Martin. Hosted by Aston Martin’s experts, guests will be able to enjoy live sketching, clay modelling, and leather trimming first hand to understand the finesse and craftsmanship of these techniques.

Finally, a series of fine dining evenings, hosted by well-known artists and designers will provide a taste of luxury while a tour of the home of Aston Martin will provide a fascinating insight into one of the world’s most aspirational brands.

Aston Martin opens its first "boutique" to sell its range and that of it's product partners, all in the heart of London.

• First global Aston Martin brand experience centre opens in the heart of London
• Will showcase ‘Art of Living by Aston Martin’ products and experiences

Aston Martin has just opened its first brand experience boutique in the heart of London’s Mayfair district. Located in one of the capital’s most sought-after streets ‘Aston Martin at No. 8 Dover Street’ is an intersection of the company’s products, experiences and brand collaborations. No. 8 Dover Street will also be a destination for design master classes, art exhibitions, dinner series and other exclusive events.

No. 8 Dover Street is an expression of the British marque’s Art of Living by Aston Martin concept, a carefully chosen portfolio of the finest artisan products and truly bespoke experiences that embody the Aston Martin spirit. 

The new boutique – where the exterior sign reads ‘Aston Martin Est 1913’ in celebration of the company’s rich heritage – is the ultimate Aston Martin destination where admirers of the brand and people who enjoy elegance and exclusivity can discover new trends in art and design and be inspired by the products on display.

Products from partners including Hackett London, Marma London, Quintessence Yachts, Emilia Burano, Silver Cross and FPM are available at No. 8 Dover Street.

Aston Martin’s EVP & Chief Creative Officer, Marek Reichman and his team designed the interior space. He said: “Dover Street mixes art, culture, shopping, luxury and elegance. It’s the perfect place for Aston Martin.  We are surrounded by art, design and beauty and want to feature the ideas that inspire us and share them with a wider audience. No. 8 Dover Street is a place where existing customers, admirers of the brand and people new to the marque can understand our design philosophies and experience the spirit of Aston Martin.”

The warm and inviting environment features modern design and the very best artisan craftsmanship such as a bespoke mosaic floor, handcrafted from European oak.

The unique floor follows a Nautilus shell design, starting in the centre of the showroom with a brass plaque proudly displaying the famous Aston Martin wings and circling out to the edge of the room where it flows seamlessly to tailor-made oak cabinets.

The Nautilus design is mirrored on the ceiling with a “Starry Night’ light installation which highlights the sleek, elegant lines of the Aston Martin sports car on display creating a ‘dream’ light effect. The lights give No. 8 Dover Street a multidimensional character, which can be adapted to suit the art or products on display and the wide range of events that the space will host.

The walls are adorned with pieces from London-based artists Vezzini & Chen whose work is a stylish marriage of hand carved ceramics and blown glass. A stunning Letv 120” 4K Ultra HD, LED-LCD TV screen, one of the largest in Europe, provides the perfect way for guests to explore rich content created by Aston Martin and its partners.

A Q by Aston Martin specification area allows clients to originate a unique Aston Martin sports car or an AM37 speedboat, creating an elegant and exclusively personal result.

Katia Bassi, VP of AML & Managing Director of AM Brands commented, “No. 8 Dover Street provides the perfect environment for us to showcase the beautifully crafted products and experiences offered through ‘Art of Living by Aston Martin’. No. 8 Dover Street is where the world of Aston Martin comes together, the tangible expression of the path we started three years ago to develop Aston Martin into a globally admired luxury brand.”    

Aston Martin at No. 8 Dover Street is open seven days a week from 10 am until 6 pm from Monday to Friday and from 11 am to 5 pm on Saturdays and Sundays.

Art of Living by Aston Martin presents a curated collection of the finest products and experiences.

• Art of Living by Aston Martin presents a curated collection of the finest products and experiences, capturing the essence of Aston Martin

British luxury brand introduces Art of Living by Aston Martin, an opportunity to experience the company’s legendary reputation for cutting-edge technology, iconic design and exceptional craftsmanship across a portfolio of the finest artisan products and truly bespoke experiences.

Since its founding in 1913, Aston Martin has developed a reputation for discernment and dynamism. The marque’s heritage has forged a rare blend of elegance and individuality that has transcended its cars.

Aston Martin’s Art of Living is a behind-the-scenes access at some of the world’s best events; it is a unique pair of sunglasses, a beautiful watch or an exquisite silk scarf. It is a way of life that captures the very essence of the Aston Martin brand.

Aston Martin Executive Vice President and Chief Creative Officer Marek Reichmancommented: “Aston Martin’sArt of Living distils our spirit and ethos.  It is a beautiful mix of design, technology and style to enhance your life.  It is deep in our culture, it is in everything we create for our customers.”

Art of Living by Aston Martin champions independent talent, refined craftsmanship and design integrity to create beautiful objects.  It is enjoying authentic experiences, enriching your passions and mastering new skills.  Engaging with Aston Martin’s Art of Living will bring you closer to the soul of the brand, be it via a life-enhancing experience or by owning a uniquely special product.

Unique partnerships creating a diverse selection of exclusive luxury products

For over 100 years Aston Martin has had access to the most creative thinkers, outstanding designers and unique personalities. A fine example of Art of Living in practice is the AM37, a stunning 37-foot powerboat that is being created as the ultimate in maritime refinement in partnership with Quintessence Yachts. The new boat showcases the Aston Martin design philosophy where luxury meets technical excellence to create a powerful yet understated product.

Marma London recently launched an innovative new range of Aston Martin eyewear with detailing inspired by the beautiful lines of the Aston Martin Racing cars. The exceptional quality of the eyewear is reflected in every Art of Living by Aston Martin product, where style and substance are the order of the day.

Managing Director of AM Brands Katia Bassi noted: “The Art of Living portfolio of products will be delivered with the same care and quality that would be expected of a bespoke Aston Martin sports car.  This programme provides us with the opportunity to engage with our customers on a new level. We want them to share in the Aston Martin lifestyle.”

Once-in-a-lifetime experiences

The next extraordinary Art of Living by Aston Martin experience will take place at the world’s most thrilling endurance race, the 24 Hours of Le Mans.

During an exciting three-day Fast Track Adventure at the 24 Hours of Le Mans, from 17 to 19 June 2016, guests will have the chance to immerse themselves in the heart of the action as the Aston Martin Racing team fights for glory. Beat the crowds by helicoptering into the circuit each day from the private chateau and meet the team’s racing drivers, before taking some of the best seats in the house for the big race.

Reichman commented: “Le Mans is the ultimate test of man and machine. It is comparable to a full season of Grand Prix racing all rolled into just one epic race.  Our Art of Living guests will become part of the Aston Martin family at Le Mans with unprecedented access to the Garage and Strategy Centre.  They will experience the unique atmosphere as our team battles it out on track to hopefully take another Aston Martin class victory.”

Information on other future Art of Living by Aston Martin events will be released soon, including an extravagant weekend at the renowned Goodwood Revival; behind the scenes access to the finest fashion houses in Paris; a discovery of the technology and architecture of Japan and a unique Californian gastronomic experience, which will include private tastings and tours of the finest wines and vineyards.

Aston Martin’s Art of Living experiences are now available via a new digital platform, which will feature unique, curated content following the art, sports and fashion calendar.  www.astonmartinartofliving.com