Aston Martin hotels could be a natural successor to the luxury car-maker’s branded residences.
Stefano Saporetti, director of brand diversification at Aston Martin Lagonda noted: “Hospitality will probably be the next evolution”, adding that any such project would need to be ground-breaking and visionary.
The next step
Elevators that can bring cars up into guests’ suites; a bespoke garage for collectors; and other experiential services are some of the ideas under consideration, as he noted that hotels would be adjacent to a private car-racing circuit.
“This is a perfect extension for our brand. There have been private circuits in Spain, Portugal and the US for the last 15 years. This [would be] simply exploiting the opportunity better, creating unique real estate next to the circuit and offering a service for this kind of audience.”
Who would run such a hotel? Saporetti asked. His answer?: “We need to find a partner who is able to translate the same level of accuracy and luxury we’d like to have into the operation.”
In addition to the flagship residences in Miami, Aston Martin has already designed a private home in Tokyo among similar projects in the US and Middle East. But why has Aston Martin chosen to venture into the world of real estate and branded residences in the first place?
The branded residence sector is booming so there is an opportunity, Saporetti says, but above all, the diversification is about reaching new customers and new markets in new ways, adding that as design experts, there is an easy transition from designing cars to home interiors.
“Luxury is switching from ownership to experience. We need to focus on giving the best experiences, and not just being about the car. Real estate is an upcoming experiential opportunity. This is the strategic reason. We need to think differently around how to create legacy and loyalty to the brand, which is something new generations are totally unaware of.”
Strategy
In a previous role, Saporetti was criticised for creating a Ferrari theme park in Abu Dhabi 18 years ago. However, the initiative was successful in establishing the Ferrari brand in a new market.
“The reason was very simple: to establish ourselves as a leading brand in a new region, with new people, a new economy, to build something outside the core business and build legacy,” he said.
So, are the branded residences designed for people who already own an Aston Martin car or is it about creating the next generation of owners?
When the 66-storey Aston Martin Residences in Miami officially opened in April 2024, it was reportedly nearly sold out. However, Saporetti says less that 10 per cent of the buyers already owned a car by the luxury brand. However, since then he proudly notes the acquisition of 60 new Aston Martin drivers. Just over a year later, around 90 of the total 391 Miami residences are up for sale again at prices ranging from $59m to $1.35m.
Careful expansion
And apparently, Aston Martin has been surprised by the high level of interest from real estate developers.
“We have to carefully evaluate what we are doing and not jeopardise or create a problem for the core business,” he said. This means Aston Martin has turned down many real estate proposals in Asia and North America.
He explained: “Being a luxury brand, I’ve been taught there is only one marketing rule: the scarcity effect and if you leverage this, you win.”
Although projects are likely to remain few and far between, Aston Martin is committed to a community approach that includes flagship projects like private circuits and real estate developments, he added.
In partnership with the developer Dar Global, Aston Martin has a second flagship branded residence coming to Al Marjan Island. Located near the UAE’s first casino resort Wyn Resort Ras Al Khaimah, the £200 million waterfront Astera, Interiors by Aston Martin is due to open in December 2028.
Stefano Saporetti was in conversation with Luxulting managing partner Helena Amaral Neto during the IHIF EMEA 2025 session: ‘Beyond speed: Why this automotive luxury brand is exploring hospitality.’