Aston Martin’s new season of ultra-VIP global experiences kicks off

For Gaydon-headquartered Aston Martin, manufacturing supercars (DBS Superleggera), SUVs (DBX) and hypercars (Valkyrie) are only one part of its operations.

The other part, driven in no small measure by the brand’s visionary CEO Andy Palmer, is to create an enviable lifestyle around the ‘Aston Martin’ brand name, something which carmakers like Porsche and Ferrari have done too.

To that end, Aston Martin has announced a new season of its Art of Living lifestyle programme which was introduced a few years ago.

For a fee – and you don’t necessarily have to own an Aston Martin to sign up to the programme – you can take part in a range of bespoke activities spread throughout the year, courtesy of Aston Martin.

That means you could book an experience to participate as a VIP spectator at the Monaco Grand Prix or go on a tour of the Palace of Versailles before driving to Champagne or even go behind-the-scenes on a factory tour of the Aston Martin facility.

In a press statement, Sebastien Delmaire, Director of AM Partnerships said, “Art of Living by Aston Martin offers guests something different, something they cannot get elsewhere. A mindfully curated collection of events provides guests with the opportunity to truly live life the Aston Martin way and become fully immersed in the brand.”

The pricing for these experiences varies. The Hokkaido on Ice package, for example, which commences next week costs approximately $7,700 and includes guests travelling to Tokachi International Circuit in Japan and exploring the limits of an Aston Martin on a snow course at the circuit with specialist driving instructors to assist them during the drive.

The Aston Martin factory tour costs $450 for two people to attend, and signing up to the 24 Hours of Le Man experience – it includes staying at a chateau for the race weekend, private helicopter transfers to and from the circuit and a complete VIP experience while you are at the race track – will set you back by around $20,000 for a couple.

Here’s a full schedule of the events scheduled for the Art of Living programme in 2019:

14 – 18 February: Hokkaido On Ice

April (exact dates TBC): Waldorf Astoria Experience – A Californian Adventure

23 – 27 May: Aston Martin & Red Bull Racing: Monaco Race Weekend

14 – 17 June: 24 Hours of Le Mans with Aston Martin

4 July: Goodwood Festival of Speed with Aston Martin

6 – 10 August: Drive the Swiss Alps with Aston Martin

September (exact dates TBC): Waldorf Astoria Experience – A Discovery of Versailles, Troyes & Reims

15 September: Goodwood Revival with Aston Martin

19 – 23 September: Aston Martin & Red Bull Racing: Singapore Race Weekend

October (exact dates TBC): Drive to the Red Roads of Utah with Aston Martin

All year round: At Home with Aston Martin: Behind-the-Scenes Factory Tour

All year round: At Home with Aston Martin: A Discovery of Power, Passion & Heritage

From February to November: Millbrook Performance Driving Course