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Creative Bloq
Creative Bloq
Technology
Joe Foley

Aston Martin’s new direction waters down an iconic brand

Aston Martin residential development with cars in the garage of a modern-looking building.

Aston Martin is known for the performance of its cars, its racing pedigree and for sleek sporty design that can be customised to include machine guns, tyre slashers and an oil slick delivery system (or was that just in Goldfinger?).

But these days, the British heritage brand wants to be known for something different: it's expanding into residential developments. The could make some strategic sense. But why does everything, from the locations (Miami, New York, Ras Al Khaimah and now Tokyo) to the design itself, feel so cold and uninspired? (see our guides to the best CAD software and the best laptops for CAD if you want to design something better).

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