Experience Bond's Elegance: Discover Aston Martin's House of Q
Aston Martin has unveiled the House of Q, a captivating pop-up experience inside London's illustrious Burlington Arcade, to commemorate 60 years of their iconic association with the 007 film series. This relationship started with the 1964 premiere of Goldfinger, where the legendary DB5 made its debut.
Coinciding with the launch of V57, a special James Bond anniversary edition of Aston Martin's luxury lifestyle magazine, visitors can access the House of Q through a hidden door posing as a magazine stand in House 12-13 Burlington Arcade, near Piccadilly in London's Mayfair. The magazine's cover boasts a bespoke illustration and articles exploring Aston Martin's bond with 007.
Guests follow covert messages to a concealed entrance, leading to a speakeasy bar that serves Champagne Bollinger. Adorned with technical blueprints and components from the original DB5, along with sketches and schematics from the archives of Aston Martin and EON Productions, the bar also displays a highly confidential Q flight case and teases a future Aston Martin model for the astute observer.
The DB5, often hailed as “the world’s most famous car,” cemented Aston Martin's status as one of Britain's most sought-after luxury brands, epitomising the Swinging Sixties' ultimate status symbol. Launched in September 1963 with a powerful 4.0-litre engine and a top speed over 150mph, the DB5's design by Italian firm Carrozzeria Touring Superleggera matched its performance, making it a coveted car. Its selection for Goldfinger, equipped with Bond's gadgetry, forever immortalised its iconic status.
Marco Mattiacci, Aston Martin’s Global Chief Brand and Commercial Officer, stated, “Aston Martin and James Bond are quintessentially British icons, eternally linked. We’re thrilled to mark this significant 60th anniversary throughout 2024, celebrating the most enduring and successful product placement in cinema history."
“The House of Q offers our community of customers, enthusiasts, and 007 fans a unique opportunity to delve into the world of Bond and Aston Martin, honouring our remarkable cinematic heritage.”
Every aspect of the House of Q reflects the Bond theme, from original Goldfinger scripts and movie posters to set photos, enhanced by Bowers & Wilkins' exceptional audio, which complements Bond’s musical themes.
Visitors can also explore the Configurator Lab upstairs to design their ideal Aston Martin with help from the brand's design experts.
The House of Q will host daily events, including design workshops led by Aston Martin’s design and engineering teams.
Since its founding in 1819, Burlington Arcade has been a premier shopping venue for luxury brands, strategically located parallel to Bond Street with access from Piccadilly. Today, the arcade houses 47 brands specialising in accessories including watches, jewellery, leather goods, shoes, and cashmere.
Trupti Shah, Burlington Arcade’s Commercial Director, expressed, “We are excited to jointly celebrate this landmark year for James Bond and Aston Martin. Our ongoing partnership is exhilarating, and we are honoured to capture this iconic cinematic moment.”
The House of Q by Aston Martin is open to the public at House 12-13, Burlington Arcade, 51 Piccadilly, London W1J 0QJ, from Thursday, 18 July until Sunday, 4 August.
