Aston Martin is proud to announce the opening of “The House of Q,” an exclusive pop-up experience inside London’s prestigious Burlington Arcade. This unique event celebrates the 60-year association between Aston Martin and the iconic 007 film franchise, a relationship that began with the 1964 release of “Goldfinger,” introducing James Bond to the now legendary DB5.
Accompanying this launch is the special James Bond anniversary edition of Aston Martin’s luxury lifestyle magazine, V57. Guests will enter “The House of Q” through a hidden door within a seemingly ordinary newsstand at House 12-13 Burlington Arcade, off Piccadilly in London’s Mayfair. V57’s cover features a bespoke illustration, with editorial content exploring the historic bond between Aston Martin and 007.
Upon arrival, guests will follow covert messages leading them through the secret entrance to discover a speakeasy bar serving Champagne Bollinger. The bar is adorned with technical drawings and parts from the original DB5, including sketches, diagrams, and schematics from the archives of both Aston Martin and EON Productions. On display is a top-secret Q flight case, along with hints at a future Aston Martin model for the observant to uncover.
Renowned as “the most famous car in the world,” the DB5 solidified Aston Martin’s status as one of Britain’s most coveted luxury brands. Launched in September 1963, the DB5 boasted a powerful 4.0-litre engine and a top speed exceeding 150 mph. Designed by Italian coachbuilder Carrozzeria Touring Superleggera, the DB5’s sophisticated styling and high performance made it a symbol of the Swinging Sixties. Its selection for “Goldfinger,” equipped with gadgets to aid Bond against his adversary Auric Goldfinger, ensured its legendary status.
Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin, stated: “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 provides something very special for our community of Aston Martin customers, enthusiasts, and fans of 007 to enjoy. We encourage everyone to join us on an immersive entry into the world of Bond and Aston Martin, celebrating our unique history with the films, spanning back to Goldfinger,” he adds.
The Bond theme permeates every detail at “The House of Q,” where guests can view the original “Goldfinger” script, film posters, and set photography. Sound is delivered by Bowers & Wilkins, a brand with a lasting connection to Bond’s music. Upstairs, the Configurator Lab offers customers the opportunity to work with Aston Martin design experts to configure their perfect Aston Martin.
“The House of Q” will host daily events, including design workshops conducted by the Aston Martin design and engineering teams.
Since its inception in 1819, Burlington Arcade has established itself as an exclusive shopping destination for luxury brands. Located parallel to Bond Street with an entry via Piccadilly, the arcade is home to 47 brands specializing in watches, jewelry, leather goods, shoes, and cashmere.
Trupti Shah, Commercial Director of Burlington Arcade, commented: “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 honored to be the landmark destination capturing this iconic moment in cinema history.”
“The House of Q by Aston Martin” opens to the public on Thursday, 18 July, and can be found at House 12-13, Burlington Arcade, 51 Piccadilly, London W1J 0QJ. It will remain open until Sunday, 4 August.
