Aston Martin has unveiled “The House of Q,” an exclusive pop-up experience in London’s prestigious Burlington Arcade, to commemorate 60 years of the brand’s association with the 007 film franchise. This relationship began with the 1964 release of “Goldfinger,” which introduced the iconic DB5 to James Bond fans.
Alongside this, Aston Martin has launched V57, a special James Bond anniversary edition of their luxury lifestyle magazine. The House of Q is cleverly hidden behind a secret door within a newsstand facade at House 12-13 Burlington Arcade, off Piccadilly in Mayfair. V57 features a unique cover illustration and editorial content detailing the bond between Aston Martin and 007.
Guests are guided through covert messages to a speakeasy bar serving Champagne Bollinger. The bar is decorated with technical drawings and parts from the original DB5, as well as sketches and schematics from the archives of Aston Martin and EON Productions. A top-secret Q flight case and hints of a future Aston Martin model are also on display for those who can uncover them.
The DB5, often called “the most famous car in the world,” solidified Aston Martin’s reputation as one of Britain’s most desirable luxury brands. Launched in September 1963, the DB5 featured a powerful 4.0-litre engine and a top speed exceeding 150 mph. Its sophisticated design by Italian coachbuilder Carrozzeria Touring Superleggera, combined with its performance, made it a dream car. The DB5’s iconic status was cemented when it was chosen for “Goldfinger,” equipped with gadgets to aid Bond against his nemesis, Auric Goldfinger.
Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin, remarked, “Aston Martin and James Bond are two British icons, forever linked. We are delighted to celebrate this important 60th anniversary throughout 2024, marking cinema’s longest-running and most successful product placement. The House of Q by Aston Martin offers something special for our community of customers, enthusiasts, and 007 fans. 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 theme permeates every aspect of the House of Q, with original Goldfinger scripts, film posters, and set photography on display. Bowers & Wilkins provide the stunning audio experience, a brand long associated with Bond’s music.
Guests can also explore the Configurator Lab upstairs, where they can work with Aston Martin design experts to customize their perfect Aston Martin.
The House of Q will host daily events, including design workshops with Aston Martin’s design and engineering teams.
Since its inception in 1819, Burlington Arcade has been an exclusive shopping destination for luxury brands, located parallel to Bond Street with an entrance via Piccadilly. Today, 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 jointly celebrate this milestone year for James Bond and Aston Martin. Our continued partnership is extremely exciting, and we are honored to be the landmark destination capturing this iconic moment in cinema history.
