Aston Martin – Brand License for Real Estate

British sports car manufacturer Aston Martin has announced  to extend its brand license agreement to high-end international property developments, mostly overseas.The licensee is First Logic.

There are some obstacles.
Most car purchases are made by men, most real estate purchases are decided by women. The target group is different.
Although Aston Martin cars are expansive, for the brand to go into real estate means selling up, a different price point.
But most importantly, cars are about mobility. And real estate is the exact opposite. Can design bridge that?

Quite a few designers gave real estate a shot. Most ended up with collections of home textile and accessories. Even a brand like Giorgio Armani did not have enough cloud for the real estate market.

Branding real estate is tough, since the majority of people buys one home in their whole life.