ARES Opens the Doors on Flagship London Showroom

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ARES, the Italian automotive atelier, marked the start of another exciting chapter in its success story as they, in collaboration with distribution partners the STREIT Group, 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 theatelieritself – 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 London Flagship opening is the first of several global boutique stores opening for business. The prestigious Mayfair address illustrates ARES’ commitment. A four-car facility with Phase II expansion is currently in the pipeline.


ARES exclusive distributor agreement with leading independent armoured vehicle producers STREIT Group now extends from Middle East to include the United Kingdom. 


Based in Modena, Italy, ARES is a luxury automotive atelier creating unique, handcrafted high-performance cars. ARES uses traditional Italian hand craftsmanship along with German engineering knowledge to develop bespoke cars that are perfectly tailored to the values and lifestyle of each individual customer.

ARES portfolio showcases a wide range of luxury automobiles for further details please visit: For further information and high-resolution images, please contact us or visit the press section of the ARES website at: 

About STREIT Group:

Established in Canada in 1992 - STREIT Group is one of the world’s leading, privately owned armoured vehicles manufacturers with 12 state-of-the-art production facilities and 25 offices worldwide. STREIT Group produces a large variety of Armoured Personnel Carriers, Cash-in-Transit, Luxury and Security vehicles which are designed to provide effective protection in high-risk situations. All STREIT Group vehicles undergo internationally recognised ballistics and impact tests, with STANAG 3 certification for military tactical vehicles and VPAM BRV 2009 VR7 for luxury and special purpose vehicles. They are a leading supplier of armoured vehicles with 100% safety record; STREIT Group vehicles are deployed by armed forces all over the world. 

For further information please visit:


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