As part of their global partnership, Aston Martin Lagonda and Waldorf Astoria Hotels & Resorts collaborated on dual-branded activities for the 24 Hours of Le Mans. The luxury brands collaborated to offer guests a one-of-a-kind weekend glamping experience in June. These global brand partners hosted interactive activities, glamping accommodations and even a VIP lounge for the iconic motor race. The four-year partnership came to life at 24 Hours of Le Mans 2019, and combined the exceptional standards of sophistication and service at the core of both brands.
An Unforgettable Glamping Experience
This year, the partners further elevated the Le Mans glamping experience with luxury accommodations featuring comfortable beds outfitted with Waldorf Astoria’s deluxe bedding, monogrammed robes and slippers, cable knit throw blankets, branded tumblers, charging stations and more. Each guest received a glamping kit equipped with eye masks, earplugs and a selection of Salvatore Ferragamo toiletries that are found in Waldorf Astoria properties around the world. The campgrounds offered luxury bathroom facilities equipped with spacious vanity areas, showers and full-size Salvatore Ferragamo toiletries. The glamping experience would have not been complete without a Waldorf Astoria spa tent that offered complimentary massages for attendees throughout the weekend to provide an added level of luxury and service.
“The most important element of this activation, as far as our partnership with Aston Martin, is to make sure guests are able to experience and understand both brands. This is the first year that we’re collaborating on the accommodations for Le Mans, so we really wanted to bring True Waldorf Service to life with our best-in-class accommodations and adapt them for this unique outdoor space. We are excited to continue to develop once-in-a-lifetime experiences in partnership with Aston Martin that have Waldorf Astoria’s service philosophy at its core,” said Dino Michael, Global Brand Head of Waldorf Astoria Hotels & Resorts.
The Ultimate Suite
The Aston Martin Racing Hospitality Suite was positioned trackside to provide guests with the opportunity to interact and watch the race in a comfortable, lounge-like setting while enjoying Waldorf Astoria’s amenities including spa services as well as high-end food and beverage offerings. Guests were invited to unwind in the suite’s screening area to watch the race or relax on one of the custom-designed Waldorf Astoria beanbag chairs during the 24-hour event. To ensure the brand’s signature True Waldorf Service came to life throughout the race, guests of the Hospitality Suite received VIP amenity kits that included eye masks, Salvatore Ferragamo facial spray and body lotion, and earplugs that helped provide a comfortable resting area close to the action.
As a nod to the brand’s Live Unforgettable campaign, Waldorf Astoria was stationed trackside on the Aston Martin Racing terrace serving cocktail-inspired popsicles to attendees of the race. Live Unforgettable is the alchemy of Waldorf Astoria’s True Waldorf Service, iconic environments and its guests’ desire to live in the moment. Waldorf Astoria and Aston Martin brought these elements together to transform the routine into the unforgettable.
Other Exciting Global Partnerships
From exclusive guest access to Aston Martin’s most recent cars, to bespoke drive and stay packages in some of the most sought-after destinations in the Waldorf Astoria portfolio, the collaboration is designed to usher in a new era of luxury for guests.
Upcoming activations include Waldorf Astoria Driving Experience weekends, which presents hotel guests with a variety of Aston Martin’s latest models to test drive along carefully tailored routes. Separately, the Art of Living by Aston Martin program will offer one-of-a-kind packages, four of which will be hosted at Waldorf Astoria properties in destinations across the globe during 2019.
Waldorf Astoria is also proud to be the official hotel partner for Aston Martin Racing, providing guests with unique access to premium automotive events like the Pebble Beach Concours d’Elegance in California (August 18, 2019), as well as other leading international auto shows.