Introducing: Aston Martin

Launching exclusively with Playhouse, Aston Martin’s debut racing simulator.

In 2021, the virtual world is almost equal to competing in the real world. Providing powerful interventions for improving human performance, Aston Martin’s debut racing simulator fuses complex physical features that are based on a real-world object, with the processes and interactions of real-world events. This racing simulation reflects Aston Martin’s model of reality with astonishing execution, immersion and surrealism. A true fusion of multiple realities. With Curv’s high-end technology paired with a selective emphasis that sought to release the potential of the unconscious mind- Aston Martin successfully creates an experience that redefines the principles of luxury.

Lift the lid and experience Aston Martin’s journey of design & development from your seat.

An innovative partnership between Aston Martin and Curv, the AMR-C01 was developed by Aston Martin to be its very first racing simulator. Regarding E-sports racing, Aston Martin has surpassed expectations of innovation and managed to cultivate an experience that pays homage to the word exclusive. Exuding levels of elegance that is representative of Aston Martin’s racing lineage, the AMR-C01 is much more than a simple digital set-up. Pairing high-end software and hardware developed by Curv with a physical racing experience based on Aston Martin’s own sports cars, it creates a futuristic and hyper-immersive feel that leaves your heart racing- literally. Creating a luxury Esports experience for the home user offers astounding versatility, whether you are a private enthusiast or an expert career driver. Available only as an exclusive experience to limited VIP customers, the AMR-C01 is the most sought-after luxury retail experience only available at Playhouse by Smartech, Selfridges, London.

Explore the possibilities of simulation beyond comprehension.

“This was a challenge for the design team as, although the simulator isn’t a car, it is inspired by our racing cars. It needed to exude the same elegance, boasting the same dynamic lines and balance of proportions as any Aston Martin with a racing lineage. I can picture the AMR-C01 in the most beautiful of residences as a sculptural work of art in its own right.”

- Aston Martin Chief Creative Officer, Marek Reichman 

“The AMR-C01 is all about the love of racing. We’ve created a home simulator with incredible immersion that offers users the opportunity to have a great time racing in the virtual world, from the comfort of their own homes. Our goal was to create a simulator that provided as much enjoyment in virtual reality as real racing does. Racing cars is a lot of fun and it is great to see that with the growth of Esports racing, more people are now getting involved.”

- Curv Founder & Aston Martin Racing Driver, Darren Turner