Aston Martin has put a stamp on its global aspirations this week, opening its first overseas design studio and a separate brand centre in Shanghai, China.
On Sunday 22 October the luxury British sports car manufacturer announced the grand opening of the first global brand centre: located in Shanghai’s Lujiazui financial district, the brand centre showcases all aspects of the Aston Martin experience.
The ‘House of Beautiful’ Brand Centre includes vehicle displays, space for entertainment, and a lounge area for guests to relax. Situated in the MIFA 1862 Art Centre, the studio will host master classes, exclusive events, and photography exhibitions.
The new brand centre is part of Aston Martin’s £620m trade and investment programme in China. The five-year plan was announced by CEO Dr Andy Palmer during a visit to China by a UK business delegation accompanying prime minister Theresa May earlier this year.
Speaking at the opening of the global brand centre in Shanghai, Aston Martin Lagonda’s (AML) vice president and chief creative officer Marek Reichman said the centre delivers a “truly luxurious experience.”
He explained: “The new brand centre is part of an investment plan to strengthen our brand visibility to increase sales performance, which will further improve Aston Martin’s market share in this key market.
“This reflects our confidence in the Aston Martin brand and the attractiveness of the Chinese market which was our fastest growing region in 2017.”
Mr Peng Mingshan, president of Aston Martin China, said, “Shanghai has the perfect mixture of eastern and western culture. The opening of the House of Beautiful is a significant milestone for our planned expansion in China.
“We will bring more unique brand experience to Chinese clients and fans of Aston Martin.”
Aston Martin’s House of Beautiful is located L111, MIFA 1862 Arts Center, No. 1777, Riverside Avenue, Pudong New Area, Shanghai and is open seven days a week from 10am to 10pm.
Shanghai Design Studio
On Wednesday 24 October, AML announced the opening of a brand-new design studio. The British brand’s first design studio to be based outside of the UK, the ‘Aston Martin Lagonda Creative Lab, NICE 2035’ is a partnership with Tongji University in Shanghai, one of the world’s leading universities for the study of design and innovation.
Marek Reichman said: “The Chinese market is incredibly important to the future success of Aston Martin. Collaborating with industry leaders and talented students at Tongji University will allow us to have a deeper understanding of the trends in China, ensuring we are focused on the needs of our Chinese customers.
“The first project of the new studio will be a collaboration on future interior designs for our sports cars and our first SUV, which will be launching in 2019.”
Reichman, who became a visiting professor of the university, delivered his first lecture to over 100 students sharing his knowledge on the importance of beauty in design.
Dean and Professor of the Tongji University College of Design and Innovation, Professor Lou Yongqi said: ”I am sure this unique design studio has the potential to produce some truly inspirational ideas by combining the history of two century old organisations, in the culture rich city of Shanghai.”
