Luxury automaker Aston Martin Lagonda has unveiled a new custom design resource for car enthusiasts with big dreams and even bigger wallets. This month at Monterey Car Week in Pebble Beach, California, the company introduced their "Aston Martin Automotive Galleries and Lairs" service, that allows customers to work closely with the company’s designers and architects to create personalized bespoke garages for their vehicles. According to Aston Martin Lagonda’s chief creative officer Marek Reichman, the spaces will serve as more than just garages: The lairs are “A bespoke auto gallery designed by Aston Martin that either focuses on showing off the car or is part of a larger, integrated entertainment space with simulators and such like, takes Aston Martin ownership to the next level.”
The custom garage program will expand the company’s efforts to render car ownership more personal. The brand has already established "Q by Aston Martin," which enables buyers to work with representatives to create an ideal vehicle for them. The newest service, though, will be the company’s first foray into architectural services. The Galleries and Lairs project will be led by both the Aston Martin Design Team and Reichman’s own team, which has already collaborated with architects on the design of the company’s global brand center in Tokyo and several dealership interiors.
Austrian firm Obermoser arch-omo Architecture has produced visuals of what some of the galleries and lairs could look like, complete with dramatic spiraling staircases, glass walls, and water features that evoke James Bond films, the Batcave, or any supervillain’s dream hideout. Many of the concepts make use of circular motifs, including glass-enclosed turntables that can spotlight a car as the central focal point in any space. Aston Martin Lagonda suggests that the service can be used to build anything from small galleries for individual cars to entire luxury homes or collectors museums. In promoting the service, the company is emphasizing not only its collaboration with top architects but also its expertise in displaying and maintaining luxury cars.
Pricing will vary greatly depending on the size and scope of each project, but there certainly will not be any affordable options. The cheapest Aston Martin car—that's without the lair—will currently set you back $149,995. Customers interested in Aston Martin Automotive Galleries and Lairs can begin to make requests through the Aston Martin Partnership Team.