Located in Shanghai’s Lujiazui financial district, the ‘House of Beautiful’ brand centre showcases all aspects of the Aston Martin experience, bringing together the company’s products, experiences and brand collaborations.
The impressive facility includes vehicle displays, space for entertaining and a lounge area for guests to relax. Situated within the MIFA 1862 Art Centre, the House of Beautiful will host design master classes, photography exhibitions and other exclusive events.
The venue is part of the luxury marque’s £620 million trade and investment programme in China. The five-year plan, was announced by Aston Martin President and Group Chief Executive Officer, Dr Andy Palmer during a visit to China by a UK business delegation accompanying British Prime Minister Theresa May earlier this year
Speaking at the opening of the global brand centre in Shanghai, Aston Martin Lagonda’s Vice President and Chief Creative Officer, Marek Reichman said: “The House of Beautiful mixes local culture, art, and shopping – delivering a truly luxurious experience.
“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.”
The interior of the House of Beautiful has been designed by Aston Martin’s Chief Creative Officer Marek Reichman and his team. Using the best materials and finishes, they have created an environment that enhances the cars on display.