Aston Martin takes its shot at the skyline, as Daytona Beach Shores gets a new 18-story tower
Daytona has never been a place for subtlety. Engines echo off the grandstands, salt hangs in the air, and the roar of racing history is baked into the sand. Now, it’s getting a new kind of performance machine, one made of Aston Martin DNA. That would be the Aston Martin Residences Daytona Beach Shores, an 18-story oceanfront tower set to rise just a few miles from the legendary Speedway, which was established in 1959. It’s the historic home of NASCAR’s Daytona 500 and the 24 Hours of Daytona, one of the three races that form the Triple Crown of endurance racing. For the record, the other two are the 24 Hours of Le Mans and the 12 Hours of Sebring.
Aston Martin
It’s the latest move in the British brand’s push beyond the garage and into luxury real estate, following its debut in Miami with the Aston Martin Residences, and followed by the recently-completed four-bedroom townhouse in Tokyo’s Omotesandō neighborhood.
From the track to the tide
It seems that you couldn’t pick a better zip code for an automaker that’s spent the last century building beauty at speed than Daytona Beach Shores. It sits just south of the hard-packed sand where stock cars once ran flat-out decades before NASCAR, and the new Aston Martin tower aims to tap that same energy.
Aston Martin
Located at 3411 South Atlantic Avenue, the tower will feature 86 ultra-luxury residences, including eight double-height penthouses, each curated by Florida developer Valor Capital and Aston Martin’s own design team led by Chief Creative Officer Marek Reichman, the creative mind behind the DBX707 and Valkyrie. Valor previously developed both the SkyView and Serena by the Sea luxury towers in Clearwater, Florida, among other projects.
Aston Martin
Luxury in the fast lane
For Aston Martin, the tower’s interior is inspired by the same vision that defines the brand’s sports cars. “Our world-class experience with crafted materials and surfaces, high-quality detail design, and dynamic, expressive forms finds a natural expression in architectural design,” said Reichman. “Aston Martin Residences Daytona Beach Shores will allow us to take our holistic design approach to another level, with scope for the integration of bespoke design elements, highly customizable spaces, cutting-edge amenities, and a strong symbiosis with Aston Martin’s world-renowned design language.”
Aston Martin
Residents can expect bespoke kitchens and private terraces that hang above the Atlantic like wings. Amenities read like a grand tourer’s wish list: a private beach club, oceanfront infinity pool, wellness spa, and an artisan bakery. Prices start around $2 million and climb to $10 million for the penthouses. The first move-ins are slated for 2029.
A large pack of automotive competitors
Aston Martin isn’t the first carmaker to chase real estate. Porsche started the trend, announcing its tower in 2012 in Sunny Isles Beach, Florida, in cooperation with Deezer Development. Completed in 2017, the tower pioneered the use of a car elevator that allowed residents to drive up to their unit’s door. It was followed in 2021 by The Bentley Residences, which also featured a car elevator in a tower also developed by Deezer in Sunny Isles Beach. That tower is expected to be completed in 2027.
Aston Martin followed with its first tower in 2024. It features an art gallery, two movie theaters, a golf simulator, a ballroom, a private dining room, a business conference room, a spa, a children’s playroom, a beauty salon, a barber shop, an infinity pool deck with Jacuzzis, cabanas, and a sky bar lounge.
Aston Martin
That same year, Mercedes-Benz Places was established in Miami’s Wynnewood section, with completion expected in 2027. It will offer Mercedes-Benz house cars, a custom Mercedes-Benz race car simulator, a rooftop pool, two restaurants and a cafe, a 174-room hotel, co-working spaces, and a library. Not to be outdone, the Pagani Residences is also expected to be completed in the same timeframe in the North Bay Village neighborhood of Miami, featuring corner units, private garage, marina, boardwalk on Biscayne Bay, private pools, and hot tubs.
Aston Martin
Even with so many competitors in the space, Aston Martin’s Daytona residences feel truer to the car culture that made the brand famous. Valor Capital’s CEO, Moises Agami, puts it simply: “Every drive deserves a destination.”
Final thoughts
Aston Martin has always been about the emotional side of performance: the feel of the wheel, the hum of the engine, the sense that beauty and power can coexist. The Aston Martin Daytona Beach Shores Residences aim to capture that same energy in architectural form. In a city built on speed, Aston Martin is just changing gears.
“Every Aston Martin car is an expression of beauty, a quality that requires mastery of balance and proportion. All Aston Martin properties share this obsessive approach, providing the perfect canvas for us to express our skills,” Reichman said.
