MULTIPLEX is an immersive, multi-sensory department store pop-up inside The Old Selfridges Hotel, London organized by design impresario, Tom Dixon. The design event is where Aston Martin decided to give the design populace a close up look at their new DBX Concept, a 4-seat crossover coupe hinting where the British heritage brand plans to steer in both categories of form and function.
Those interested in parting with their money for a Aston Martin DBX of their own should put away the wallet, for the exploratory proof of concept GT car was designed only as a show car for the 85th Geneva International Motor Show, now holding court at Dixon’s design event entrance.
But Aston Martin CEO Dr. Andy Palmer notes the muscular profile, all-electric crossover powered by lithium sulphur cells hints at what Aston Martin plans to offer customers as the automotive maker attempts to redefine their place in the luxury market: cars that are “more practical, more family-friendly and more environmentally responsible.” We can only pray its eventual production offspring retains its 2-door status to retain those lines.
Tom Dixon calls his event “a prototype shop for the future, a multiple stage for new ideas”, inviting the likes of Sony, Teenage Engineering, Artcoustic, and Aston Martin to help outline what the future of retail might offer the senses of buyers. MULTIPLEX also coincides with London Fashion Week, the London Design Festival, the BFI London Film Festival and the Frieze art fair, making it an opportune moment for brands like Aston Martin to spotlight their luxury persona to their intended target of discerning well-heeled buyers.