• Dec 20, 2006
Click image to enlarge

Every manufacturer present at the North American International Auto Show (NAIAS) has to draw attention to their booth by any means possible. In the case of Aston Martin, it's partnered with René Staud, one of the most prolific automobile photographers of the last two decades, to cover the automaker's installation with shots that combine the natural beauty of Iceland and the new Vantage V8 Roadster.

If you've read any buff book over the past 25 years, you've probably seen Staud's work. He's widely recognized as one of the best in his field and has taken shots of a number of high end vehicles; from Alfas to Mercs, classic Bimmers to new Lamborghinis. The above pic is just one of several shots playing on the theme "Fire and Ice" that will adorn the Aston Martin's stand in Detroit. We read a lot of press releases each day, but this line: "...refined yet fiercely powerful, elegant with an undercurrent of raw seduction, hot but also ultra cool, " takes the cake for pretentious, PR-ified drivel. Thankfully, such nonsense doesn't take away from the talent of the man behind the lens.

[Source: Aston Martin]

PRESS RELEASE

Aston Martin Art Installation at the 2007 NAIAS

December 20, 2006: Visitors to the 2007 North American International Auto Show in Detroit will discover a new edge to Aston Martin's ongoing reinvention. The company will be creating an art installation, a collaboration between world renowned automotive photographer René Staud and the eagerly awaited Aston Martin V8 Vantage Roadster.

Staud's dramatic imagery of two Vantage Roadsters, one Silver Ice and one Fire Red, set in amongst the stunning Icelandic landscape, forms a 100 square metre photographic backdrop for the stand. The two cars used in the shoot are staged in front of this image, placed on a field of black volcanic sand. The Fire and Ice theme forms the core of all Aston Martin V8 Vantage Roadster communications, including the dramatic and evocative imagery used in the official brochure and press material.

The enclosed stand will allow all visitors to the show an unobstructed view of the two cars, the contrasting colours bringing out the two characters of this dynamic and elegant sports car; refined yet fiercely powerful, elegant with an undercurrent of raw seduction, hot but also ultra cool. Dr Ulrich Bez, Chairman and Chief Executive Officer of Aston Martin, said: "Like all Aston Martin sports cars, the V8 Vantage Roadster is simple, understated and beautiful, with elegant lines that hint at controlled aggression. It is a sports car with wonderful proportions and details, beautiful to the eye and great to drive. We wanted to give visitors to the NAIAS an uninhibited vision of the stand and the opportunity to see the car for what it is. A beautiful piece of art."

Iceland proved to be the perfect location to demonstrate these qualities. A landscape of ever-changing natural forms, endless horizons and strange, unfamiliar materials, steam pours out of fissures created from deep volcanic activity. The Vantage Roadsters contrast perfectly with this theatrical backdrop. The flanks of the Silver Ice car are juxtaposed with the cascading majesty of a glacier, while the Fire Red Roadster stands out as a bold slash of crimson against the dark volcanic sand.

The Vantage Roadster is a classic Aston Martin, a modern shape with a direct lineage to some of the great Aston Martins of the past. The Vantage Roadster is the latest in a long line of open-top models that began with the DB2 and includes iconic cars like the DB5, DB6, DB7 and, more recently, the DB9. The result is a pure sports car that heightens the sensations and provides a driving experience that is synonymous with Aston Martin, high performance and dynamically thrilling.

The ongoing collaboration between René Staud and Aston Martin is reflected in a series of seven new art prints depicting the most striking images from the Fire and Ice shoot. These prints together with a 2007 calendar featuring twelve Fire and Ice images are available directly from the company.


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 4 Comments
      • 8 Years Ago
      At the risk of digging my own grave here, why is it 'pretentious, PR-ified drivel'? It's actually a pretty straightforward sentence it you break it down - 'refined yet fiercely powerful, elegant with an undercurrent of raw seduction, hot but also ultra cool'. Admittedly there's not a lot else to say when the picture says it all, but I think that sentence sums up the Aston approach rather succinctly.
      • 8 Years Ago
      Everyone wants that Top Gear look now.
      • 8 Years Ago
      Taking a cue from Alfa Romeo and making some good imagery in the marketing.
      • 8 Years Ago
      Rene Staud did a nice panorama for Aston Martin.
      http://www.auto-power-girl.com/cars/aston_martin