Last week marked the start of another exciting chapter in the success story of Italian automotive atelier ARES. In collaboration with distribution partners the STREIT Group, ARES opened its first ever boutique showroom in the heart of London’s Mayfair.
After several weeks of development and refurbishment work, the site – 77 Piccadilly – is now welcoming discerning luxury car buyers from across the capital, the south-east and beyond. It is the first in a planned portfolio of exquisite ARES stores, to be opened in some of the world’s most glamorous locations.
The Piccadilly centre is a fabulous enhancement of the ARES brand. Luxurious and contemporary, the stunning ground floor showroom has space for four hand-crafted vehicles from the ARES range. For the site’s launch, a Lamborghini Huracán, Range Rover, Mercedes-Benz G-Class and Mercedes-Benz S-Class are on display, highlighting the breadth of the brand’s capabilities to create a special automotive experience.
As clients enter this most prestigious of London addresses, they are immersed in a world of bespoke luxury automotive design. At the rear of the showroom is the atelier itself – the word means ‘studio’ or ‘workshop’ in French, and is traditionally associated with master craftsmen creating fine art of the highest quality. Here, customers can work with ARES’ experienced showroom staff to specify and personalise every aspect of their new vehicle.
The opening of the Piccadilly showroom – formerly occupied by Japanese car brand Infiniti – represents a significant financial investment by the ARES team. However, it is just the start; illustrating the brand’s long-term commitment to London and vision for the future, Phase II will see the creation of a lower ground floor with an enlarged capacity.
Dany Bahar, ARES Chief Executive Officer and Founder, said: “With so many of the world’s wealthiest individuals favouring a summer in London, this is the perfect time and location for the first ARES boutique store.”
He added: “Our unique atelier approach is about immersing our clients in our world, our materials and processes, our vision and our ambition. There is no other automotive experience like it.”
The location will also act as the exclusive outlet for UK customers to purchase STREIT armoured vehicles and follows the announcement in December that the STREIT Group would distribute ARES vehicles throughout the Middle East and Africa. “Security is increasingly at the forefront of customers’ minds,” said Guerman Goutorov, STREIT Group Chairman and Chief Executive Officer. “Now customers in the UK can access our trusted technology and specify a vehicle that combines security with ARES’ elegant luxury from a single location.”
ARES was founded in 2014 with one simple goal – to provide its customers with the ultimate in bespoke luxury automotive design and engineering. With a team of experienced technicians led by renowned designer Mihai Panaitescu, ARES collaborates with its customers to create unique, handcrafted, high-performance pieces.
From lightweight carbon fibre to the finest Italian leather, its highly skilled craftsmen push the limits of what’s possible. The result is a new benchmark in terms of engine performance and driver enjoyment.
ARES (77 Piccadilly London W1J 8HU)
[Photos (C) Blake Ezra Photography 2015]