The first overseas design studio from the brand, in partnership with Tongji University
As proudly British as the brand is, Aston Martin seems to be receptive to new ideas with the opening of its first overseas design studio in China. Located in the city of Shanghai, the studio (with the correct, full designation being ‘Aston Martin Lagonda Creative Lab, NICE 2035’) was launched in partnership with Tongji University, one of the country’s oldest and most prestigious universities and a leading centre of the study of design and innovation.
The importance of the Chinese market cannot be overstated for pretty much every motoring brand out there, and this design studio may go a long way towards Aston Martin’s understanding of the trends and desires of Chinese customers. According to Marek Reichman, Aston Martin Executive Vice President and Chief Creative Officer, one of the studio’s first projects will be to collaborate on designing interiors for upcoming sports cars, and the imminent SUV that is slated to launch in 2019. (Yes, there’s an Aston Martin SUV coming, if you hadn’t yet heard.)