Year-long commemorative events to run from January 2027

Aston Martin announced Monday it will join Disney and Lucasfilm in a year-long global celebration marking the 50th anniversary of Star Wars. [Aston Martin]
Aston Martin announced Monday it will join Disney and Lucasfilm in a year-long global celebration marking the 50th anniversary of Star Wars. [Aston Martin]

British ultra-luxury performance brand Aston Martin announced Monday it will join Disney and Lucasfilm in a year-long global celebration marking the 50th anniversary of Star Wars, one of the most enduring film franchises in cinema history.

Star Wars first opened in 1977 before being retitled Star Wars: A New Hope, and has since expanded the boundaries of modern storytelling while inspiring generations of audiences around the world.

The collaboration brings together two iconic brands that have each built their reputations on delivering extraordinary experiences. Over the course of the anniversary year, a series of events and joint projects will highlight the craftsmanship of British ultra-luxury and the artistic legacy of cinematic storytelling.

"Star Wars has inspired generations of fans around the world over the past 50 years through the remarkable power of design and storytelling," said Finbar McFall, Aston Martin's global head of marketing and SVO. "Aston Martin is equally committed to creating products and experiences with a distinctive character that leave a lasting impression, so a collaboration between two brands that share the same values feels both natural and exciting."

The announcement comes as Lucasfilm prepares a wide-ranging anniversary program that includes a theatrical re-release of the original 1977 film alongside events tracing the franchise's history and future. Further details on Aston Martin's Star Wars 50th anniversary program are expected in early 2027.

Meanwhile, Aston Martin has been expanding its global customer touchpoints through a range of marketing initiatives, including the recent opening of a new flagship showroom in Mayfair, London's upscale commercial district.


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