Aston Martin is marking a milestone with its latest pop-up, the House of Q, nestled within the renowned Burlington Arcade in London. This unique experience celebrates 60 years of the brand’s association with the iconic 007 film franchise, a relationship that started with the 1964 classic, Goldfinger, where James Bond first drove the legendary DB5.
The House of Q was launched alongside V57, a special James Bond anniversary edition of Aston Martin’s luxury lifestyle magazine. The entry to this exclusive pop-up is cleverly disguised within what looks like a magazine newsstand at House 12-13, Burlington Arcade, near Piccadilly in London’s Mayfair. V57’s cover boasts a unique illustration and features articles that delve into the historic partnership between Aston Martin and James Bond.
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Visitors are guided through covert messages to a secret door, leading to a speakeasy bar that serves Champagne Bollinger. The bar is a visual feast, adorned with technical drawings and parts from the original DB5, accompanied by sketches, diagrams, and schematics from Aston Martin and EON Productions archives. A top-secret Q flight case is also on display, hinting at a future Aston Martin model for those astute enough to decipher the clues.
The DB5, often hailed as “the most famous car in the world,” solidified Aston Martin’s status as a premier luxury brand. First introduced in September 1963, the DB5 featured a powerful 4.0-litre engine capable of exceeding 150mph. Its elegant design, courtesy of Italian coachbuilder Carrozzeria Touring Superleggera, combined with high performance, made it a coveted symbol of the Swinging Sixties. Its selection for Goldfinger, equipped with an array of gadgets for Bond to thwart his nemesis Auric Goldfinger, cemented its iconic status.
Marco Mattiacci, Aston Martin’s Global Chief Brand and Commercial Officer, expressed his excitement: “Aston Martin and James Bond are two British icons, forever linked. We are delighted to be celebrating this important 60th anniversary throughout 2024, marking the continuation of what is cinema’s longest-running and most successful product placement.
“The House of Q by Aston Martin offers a unique experience for our community of Aston Martin customers, enthusiasts, and fans of 007. We invite everyone to immerse themselves in the world of Bond and Aston Martin, celebrating our unique history with the films, dating back to Goldfinger.”
The Bond motif is omnipresent at the House of Q, featuring the original Goldfinger script, film posters, and set photographs. The atmosphere is enriched with audio by Bowers & Wilkins, a brand synonymous with the music of Bond.
Upstairs, visitors can explore the Configurator Lab, where they can collaborate with Aston Martin design experts to create their ideal Aston Martin. Daily events, including design workshops hosted by Aston Martin’s design and engineering teams, add to the immersive experience.
Burlington Arcade, since its inception in 1819, has been a hub for luxury shopping, located parallel to Bond Street with an entrance on Piccadilly. Today, it houses 47 brands specializing in high-end accessories like watches, jewellery, leather goods, shoes, and cashmere.
Trupti Shah, Commercial Director of Burlington Arcade, expressed her enthusiasm: “Burlington Arcade is thrilled to be jointly celebrating this milestone year for James Bond and Aston Martin. The continued partnership between our brands is extremely exciting, and we are honoured to be the landmark destination capturing this iconic moment in cinema history.”
The House of Q by Aston Martin welcomes the public starting Thursday, July 18, at House 12-13, Burlington Arcade, 51 Piccadilly, London W1J 0QJ, and will remain open until Sunday, August 4.
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