Aston Martin branches out into luxury goods, travel experiences

Aston Martin has a new range of lifestyle accessories and bespoke experiences. (Aston Martin Lagonda Ltd.)

Not satisfied with making vehicles that are seen more as objects of desire than as supercars, Aston Martin now wants to bring its special brand of luxury to every other aspect of drivers' lives.

Art of Living by Aston Martin is a collection of curated experiences, objects and events that the company believes will fit seamlessly into its clients' lifestyles and, more importantly for its brand, a reflection of Aston Martin's core strengths -- such as exclusivity and craftsmanship -- but across other industries.

"[It] distills our spirit and ethos. It is a beautiful mix of design, technology and style to enhance your life," said Aston Martin Executive Vice President and Chief Creative Officer Marek Reichman.

So as well as obvious items such as silk scarves, luxury watches and specially designed Marma London eyewear, the new venture is also offering a special Le Mans experience which includes being flown to and from the event via helicopter to beat the crowds, getting direct access to Aston Martin's race team, and relaxing at a private chateau when not occupying front-row seats. "Guests will become part of the Aston Martin family at Le Mans with unprecedented access to the Garage and Strategy Centre," said Reichman.

Later in the year Aston Martin will be offering an exclusive visit to the Goodwood Revival, a gastronomic tour of California's best vineyards and behind-the-scenes tours of Paris fashion houses.

The new venture follows Land Rover's move into bespoke holiday tours in partnership with Abercrombie & Kent and is the latest in a growing trend within luxury automotive circles to grow their businesses without diluting their brands. Historically, Ferrari sells more in pencil cases, baseball caps and other branded memorabilia than it does V8-engined sportscars. Likewise Porsche has a thriving design studio -- Porsche Design -- that offers everything from redesigned BlackBerry smartphone handsets and book shelves made from sportscar spoilers to an exclusive range of clothing endorsed by football manager José Mourinho.

Managing Director of Aston Martin Brands Katia Bassi said: "The Art of Living portfolio of products will be delivered with the same care and quality that would be expected of a bespoke Aston Martin sports car. This programme provides us with the opportunity to engage with our customers on a new level. We want them to share in the Aston Martin lifestyle."