With the new »Aston Martin Residences Daytona Beach Shores« project, Aston Martin is expanding its presence in the luxury real estate sector. Together with Valor Real Estate Development, an 18-story luxury residential building with 86 units is being built on the Atlantic coast of Florida. It is the latest chapter in the growing series of branded residences from the British brand, whose design philosophy now encompasses much more than just the design of individual vehicles. Completion is scheduled for 2029.
Chapter has already shown that automotive brands have long been designing more than just vehicles in the analysis of the global expansion of Porsche, Mercedes-Benz, Bentley, and Pininfarina into the real estate market. The appeal of such projects for the brands lies particularly in creating a multidimensional brand identity and in transferring characteristic design principles to new sectors. Lines, materials, and proportions that stand for dynamism and elegance in automotive design are now reflected in glass, concrete, and spatial dramaturgy. In addition, branding gives real estate a form of seal of approval and benefits from the brand loyalty of its own community.
This is precisely where the new branded real estate project from Aston Martin comes in, while also incorporating a clear reference to the luxury brand’s racing tradition. The Aston Martin Residences Daytona Beach Shores are being built in the immediate vicinity of the iconic Daytona International Speedway. The location alone creates a bridge between speed and tranquility, between movement and permanence. According to Aston Martin, the approximately 20,000 square meter area will be home to a building that combines craftsmanship, precision, and technology. In addition to spacious, luxurious living areas, fine dining options and direct access to the beach are planned. The upper floors will house eight two-story penthouses with ocean views.
«Architecture and interior design are the most natural expressions of our design philosophy for us,» explains Marek Reichman, Chief Creative Officer of Aston Martin. Factors such as proportion, balance, and precision are just as crucial as in vehicle construction. The branded real estate projects are intended to continue Aston Martin’s «holistic design approach»—flowing shapes, high-quality materials, and an atmosphere that focuses equally on tranquility and presence.
Branded Residences have long been considered a new dimension of brand architecture. What began with the Porsche Design Tower in Miami has developed into a global phenomenon. Buyers are not only acquiring living space, but also a piece of brand identity—a promise of aesthetics, permanence, and exclusivity. In Daytona Beach, this concept now meets Aston Martin’s characteristic understanding of the highest luxury: less spectacular than the real estate projects of Bentley, less futuristic than those of Mercedes-Benz, but precise, durable, and always committed to the tradition of British craftsmanship.
Stefano Saporetti, Director of Brand Diversification at Aston Martin, describes the partnership with Valor as a consistent step in the further development of the brand beyond the automotive sector. For him, the project is more than just another prestige object: «Our growing real estate portfolio creates ultra luxury living that provides discerning clientele with a truly elevated ownership proposition, permanently reinforcing the Aston Martin brand globally.»
After Miami (pictured above) and Tokyo, Daytona Beach is Aston Martin’s third international residential project. Further locations, including Tampa Bay and Mexico City, are already being planned. What began as a foray into a new sector is thus increasingly developing into a separate pillar of brand identity—and shows how consistently a holistic design philosophy can unfold across various disciplines. [CS]
