After submarines and baby strollers, Aston Martin is branching into luxury condos – Quartz

Posted: Friday, October 20, 2017

In the world of luxury one-upmanship, “my other house is an Aston Martin” is a boast you might hear soon.

The venerable British luxury sportscar brand, immortalized in James Bond movies since the 1960s, is getting into real estate. The company broke ground on a 66-story sail-shaped glass and steel apartment building in downtown Miami yesterday (Oct.18).

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Racy. (Aston Martin Residences)

From the company description, living in the Aston Martin Residences Miami sounds not unlike living inside one of its super-swish cars. The building promises carbon-fiber reception desks, Aston Martin door handles, and accents of its signature kestrel tan leather.

The 391 condos will sell for between $600,000 and $50 million, and include seven penthouses and a duplex penthouse with private pools. There will also be a spa, cinemas, and a virtual golf room, as well as direct access to a yacht marina. You get the picture.

Aston is not the first sports car brand to branch out into high-end real estate, as it happens: Porsche has a 60-story tower along the coast on Sunny Isles Beach, complete with car elevators to take your beloved German motor up to the apartment.

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Aston Martin’s “Project Neptune” submarine concept. (Aston Martin)

Aston doesn’t appear concerned about diluting its brand as a heritage automaker. The condo venture is just one of the ways in which it is diversifying into a general luxury brand, rather than just a car company. Last month, it announced a partnership with Triton Submarines to make a limited edition one-seater submersible for underwater exploration, with a price tag of around $4 million.

The company also has a new a store in London’s posh Mayfair district, where Aston Martin baby strollers sell for $4,000. CEO Andy Palmer said at the store launch: “Wouldn’t it be great if you’re down in a luxury harbor somewhere staying in an Aston Martin apartment, with your Aston Martin parked in the car park, and your Aston Martin boat harbored outside?”

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