Where Savile Row meets Park Avenue: Aston Martin has proudly opened the doors to Q New York, its first ultra-luxury flagship on 450 Park Avenue in New York City. “The new location brings the highest levels of the iconic British brand’s bespoke service, Q by Aston Martin to North America for the very first time, providing the most sophisticated luxury specification experience available anywhere in the world,”according to Aston Martin, which designed this prominent, handcrafted and high-tech showroom with architect Alexander Zilberman, AIA, NCARB, of the growing firm Alexander
Zilberman Architecture (AZA).
“Congratulations to Aston Martin for this unparalleled experience and luxurious showplace of British craftsmanship and engineering in Midtown Manhattan, infused with immersive technology and an exclusive gateway into this thrilling brand,” says Zilberman, a widely published design leader noted for work in luxury retail. “We are delighted to collaborate with the Q New York team, which created this distinct expression of its ultraluxury
brand and a singular experience for specifying a truly bespoke, individual car.”
The new project opened in the summer with branding, presence, and positioning as its overarching goal, according to the globally active architecture firm AZA. The firm describes the two main functions to the showroom project as:
• Showcasing their most iconic models to the public, and
• Curating a strong brand experience for clients building and specifying their own cars.
“For showcasing these iconic products, our mantra was, ‘The car is the star,’ and so we strove to connect the model display areas to the street, making it feel like a part of the cityscape,” adds Zilberman. “This is done with floor-to-ceiling, very-large-format and uninterrupted glass openings that replaced original building components, perfectly fitted within each storefront
bay of this prominent building.”
