Exceeding expectation in unexpected, but aspirationally natural ways is the nature of what we do. Rivera sets an expectation of a pan latin dining experience (so most think gourmet mexican), but once inside no one expects to be in a tequila tasting chair, or that the food comes with graphics stenciled on them! We take it progressively further, while still giving you tortillas.
www.riverarestaurant.com
Same with ClubAston, you come to an Aston Martin dealer expecting to see one, maybe you've seen them in Bond films in the past. It's their heritage beyond racing. But what you don't know is that you will slowly begin to experience the car AS James Bond would have. There is a fantasy element that creeps into the buying process. (You have to build to these changes gradually and not drop them on people).
The ClubAston project starts with the salesman opening a plain steel door via thumb reader hidden behind the Jaguar dealership that sends you up a stair and into a cylindrical leather "airlock". The red cushions part with a "pffft" revealing a private fireside lounge with a Aston DB9 flanking a cocktail bar (kind of a wow moment).. Then you learn that all of it supports the story of the car. The Bar doubles as an interactive design studio where you pick swatches from velvet trays with a Martini (or whatever) to create your car onscreen. They run DVD's of the DB history/engineering from the sofa, or cater food up there while you shop. You may leave for a drive, but it's all in private, very low key. Celebs love the privacy. Beyond the car is a giant Vault door that has your Aston waiting on the other side. Nice way to reveal the car when you return and it's there. It's also designed to immerse you in an alternate world that allows you to relax and let your guard down a bit. I wanted the salesperson to be anything but that. In the Club, he or she is a more of a host tending bar, etc. You are oriented on a sofa by the fire, not a desk negotiating in an office, although there is one. Each element is softly established, then pays off a little bigger than expected. You thought you were there to see a car in it's "natural surroundings" and that met expectations, then we take you progressive further and you let us do that becuase we already lived up to the promise (and at the same time deeper into the content of what the car is about, not just opulence for it's own sake). All in, the client asked us to "blow away a Billionaire" so we did our best.
I posted a video here.
http://gallery.me.com/boss_angeles/100267