Client
Aston Martin
Event
DBX Lifestyle Experience
Date
July 2025
Location
Private countryside venues
Services Delivered
- Venue sourcing and negotiation
- Full logistics and onsite management
- Delegate registration platform and guest journey support
- Supplier liaison and programme coordination
- Lifestyle activations (wellness, gifting, dining)
- Vehicle and route management
The Brief
Aston Martin wanted to create a lifestyle-led roadshow for dealerships and their customers, immersing guests in the world of the DBX. The focus was on securing venues that reflected the brand’s prestige while delivering experiences that blended luxury, wellbeing, and exclusivity. Each event needed to provide a seamless guest journey, capture target numbers, and leave a lasting impression of the brand.
Challenges
Hosting back-to-back events across different regions brought detailed logistical demands. Each venue needed to offer both luxury and practicality, while every activity and partner touchpoint had to align with Aston Martin’s identity.
One location was newly launched for private hire, which required additional negotiation and operational checks to ensure it met programme standards. Coordinating décor, wellness activations, catering and guest flow called for precise scheduling to keep timings tight and the journey seamless.
The Experience
Guests were welcomed to a contemporary countryside estate and a restored Georgian country house used for exclusive-use events, two settings chosen for their refined backdrops and ability to elevate the DBX lifestyle story.
The newly launched estate offered a rare first-look moment for attendees, adding a sense of exclusivity while supporting the test-drive and wellness programme. From check-in to curated gifting, Elemis activations, entertainment and dining, every detail reflected Aston Martin’s lifestyle positioning. Supplier timings were managed to the minute to keep the experience effortless and immersive.
Behind the Scenes
- Coordinated two premium countryside venues with different layouts and operational needs, ensuring both were prepared for exclusive-use events.
- Managed supplier scheduling across décor, wellness activations, catering, gifting and drive elements, keeping the programme running to the minute.
- Worked closely with the newly launched estate to confirm guest flow, access and onsite processes before opening day.
- Provided onsite leadership across both locations to maintain a smooth, controlled guest journey from registration to dining.
The Results
- Guests experienced the DBX within settings that showcased the brand’s lifestyle credentials.
- The combination of a design-led country house and a premium rural estate reinforced Aston Martin’s prestige, offering guests a high-touch, first-look feel across both locations.
- Supplier collaboration was seamless, with a precision-run programme that kept every element on schedule.
- Dealerships achieved their customer engagement targets, and client feedback reflected confidence in the event’s delivery and brand alignment.
Why It Worked
The DBX Lifestyle Experience worked because the setting, flow and detail all supported the lifestyle story Aston Martin wanted guests to feel. The choice of a contemporary estate paired with an elegant Georgian country house created the quiet sense of exclusivity the brand is known for, without relying on theatrics or over-engineering the format.
Every element had intention. Wellness, gifting, dining and test drives weren’t standalone moments, they were stitched into one guest journey that felt calm, controlled and premium. The mix of new-to-market and heritage-rich spaces added to that sense of occasion while still keeping logistics smooth across both regions.
What also made the programme successful was the precision in delivery. Supplier timings were tight, transitions were handled in person by the Noble team, and the atmosphere remained consistent even with back-to-back days. The result was an experience that felt high-touch, well considered and aligned with Aston Martin’s lifestyle positioning - the kind of event that stays with guests for the right reasons.
"SEM was great and super on it, could not fault Emily in her organisation, communication and management of the event pre, during and post-event."
Events and Customer Experience Executive | Aston Martin