Aston Martin has partnered with Alexander Zilberman Architecture (AZA) to unveil Q New York, its inaugural ultra-luxury flagship showroom at 450 Park Ave. The showroom unites digital and physical elements to connect clients intimately with their dream cars.
Clients can visualize their personalized Aston Martin on a 10.7 x 3 m (35 x 10 ft) LED wall, providing a 360-degree view in real-life size. The showroom seamlessly blends British craftsmanship, immersive technology, and a bespoke atmosphere, offering a unique gateway into the world of Aston Martin. The collaboration is a milestone for both the British automaker and AZA, known for opulent retail designs for brands such as Versace, Jimmy Choo, Soho House, Helmut Lang, and Equinox.
AZA’s design focuses on two key objectives: showcasing Aston Martin’s iconic models to the public and curating a compelling brand experience for clients building and specifying their own cars. The showroom’s architectural features include floor-to-ceiling glass openings, seamlessly integrated with the cityscape, emphasizing the concept of “the car is the star.”
Intricately designed storefront modifications maintain the building’s aesthetic integrity, with champagne chamfered metal panels and custom mosaic tiles defining the showroom from the street.
The interior features walnut floors, precision joinery, and residential elements such as a fireplace and lounge seating, dining room spec table, and a library sample wall with a massive, state-of-the-art video display as the backdrop and focus of the space.
The centerpiece of Q New York, as seen by visitors to 57th Street and Park Ave., is the “Champagne Frame,” which is a grand window installation. As claimed by the architect, it is to be created with one of the largest single panes of glass ever installed into a New York building. It offers a view into the stars—Aston Martin’s iconic models—accentuated by a bespoke chandelier composed of 3,000 hand-blown, mirror-coated glass globes. The flagship also serves as a showcase for Aston Martin’s latest products.
“It is painstaking work, making all interworking mechanical details virtually disappear from sight so that all focus is on the cars or the specification and brand experience functions of the showroom,” says AZA’s founder and principal, Alexander Zilberman, AIA, NCARB.
