Aston Martin’s ‘House of Beautiful’ Debuts in Shanghai
Continued investment in Chinese market includes company’s first global brand center in China.
Iconic luxury British sports car manufacturer Aston Martin has announced the grand opening of its first global brand center in China. Located in Shanghai’s Lujiazui financial district, the “House of Beautiful” brand center showcases all aspects of the Aston Martin experience, bringing together the company’s products, experiences, and brand collaborations.
The massive facility includes vehicle displays, space for entertaining, and a lounge area. It will host design master classes, photography exhibitions, and other exclusive events.
The House of Beautiful is part of the British company’s trade and investment program in China. The five-year plan was announced by Aston Martin President Dr. Andy Palmer during a visit to China earlier this year.
Speaking at the opening of the global brand center in Shanghai, Aston Martin’s V.P. and C.C.O., Marek Reichman, said: “The House of Beautiful 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 brand center was designed by Reichman and his team, which created an environment that enhances the cars on display.
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 at L111, MIFA 1862 Arts Center, No. 1777, Riverside Avenue, Pudong New Area, Shanghai and is open seven days a week from 10 a.m. to 10 p.m.