VIP Product Launch:
Aston Martin DBX
For the ultra-luxurious clientele, true luxury isn't just about material possessions. It's about finding a sense of belonging, comfort, and anticipation of needs.
The luxury lies in the details and the feeling of being at home. This concept is all about those elements, emphasizing that the same meticulous care that goes into outfitting one's home is mirrored in the construction of our space, crafted with the same precision and dedication found in every Aston Martin.
We reimagined hospitality through data and design. Each guest received a digital key and RFID wearable,integrating identity, access, and behavioral insights into one seamless system.
Pre-event intelligence gathered from personal assistants informed individualized journeys, while live data from on-site wearables enabled adaptive experiences in real time.
The result: a connected ecosystem where technology, luxury, and personalization converge to make every moment feel intentionally designed for one.
Spec Station
These stations, designed like kitchen counters, feature projection mapping on their surfaces, allowing small groups to gather around. A brand representative will be present at each station to discuss the vehicle, while projecting insights and details about the car. The tables flip to project videos that reveal the meticulous selection process for materials, such as the leather used in the seats, showcasing the careful craftsmanship that goes into every aspect of the car. Guests can customize their vehicles based on the insights and designs they learn about at these stations.
This wall-size car configurator and digital screen serve as a personalized customization portal, allowing guests to "dress their car" by exploring different finishes and materials.
Wing Installation
Guests are invited to capture their moment in front of a striking, metallic light sculpture — a modern interpretation of the iconic Aston Martin wings. The installation transforms a signature brand element into an immersive visual centerpiece, merging precision engineering with artful design to create a photo moment
worthy of the marque.
As Associate Creative Director on this project, I helped shape a concept that redefines luxury through emotion and belonging. Aston Martin isn’t just a car—it’s a return to self. With “Welcome Home,” we invited guests to experience the brand as a sanctuary, blending performance, heritage, and human connection. More than a drive, it was a feeling, a journey back to where they truly belong.