I got a press release from Aston Martin today about the opening of a high-rise condo building in Miami that bears the company’s branding.
Of course, the 66-story, 391-unit building is opening in time for next week’s Miami Grand Prix Forumla 1 race.
Apparently, 99 percent of the units are sold. There’s just a handful left. So I have to ask — would you move into a building just because it bears the name of a car company?
According to Aston, about 50 of the folks moving in are the owners of cars from the company.
What makes the building so, uh, Aston-like? Well, the press release has a lot of buzzy corporate speak about the design themes borrowing from the company’s automotive efforts, but some of the specifics include the use of Aston Martin door handles and leather on some of the doors. There’s also at least one Aston Martin logo visible in the images the company shared. Finally, there are three Aston Martin-inspired interior themes owners can choose from for their units.
Non-automotive amenities include a fitness center, art gallery, golf simulator, two movie theaters, business center, conference center, playroom for kids, spa, beauty salon, and barber shop.
There is also an infinity pool, bar, lounge, jacuzzis, cabanas, ballroom, and more.
Units offer between one and five bedrooms, and there are seven(!) penthouses with private pools and terraces. On of those penthouses occupies the top three stories and has 27,191 square feet of living space. That’s not a typo.
Owners will have direct access to a “superyacht marina” and a 24/7 butler service.
So, I have to ask, if money were no object, would you live in a condo building branded with a car-company name? Would it make a difference if instead of a luxury brand, it was a mainstream brand and more affordable?
Sound off below.
[Image: Aston Martin]
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