The House of Q, a new pop-up experience by Aston Martin inside London’s prestigious Burlington Arcade, has been created to celebrate 60 years of Aston Martin’s long-running association with the 007 film franchise. The relationship began with the 1964 release of Goldfinger, the film which introduced James Bond to the now iconic DB5.
Launched alongside V57, a special James Bond anniversary edition of Aston Martin’s luxury lifestyle magazine, the House of Q by Aston Martin is accessed through a secret door within what appears to be a magazine newsstand inside House 12-13 Burlington Arcade, off Piccadilly in London’s Mayfair. V57 features a specially designed illustration on the cover as well as editorial detailing the relationship between Aston Martin and 007.
Covert messages will lead guests through a secret door.Visiting agents will then discover a speakeasy bar serving Champagne Bollinger. The bar is adorned with technical drawings and parts from the original DB5 with 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 those able to uncover it.
Often described as “the most famous car in the world”, the DB5 is the car that established Aston Martin as one of Britain’s most desirable luxury brands, quickly becoming the ultimate status symbol of the Swinging Sixties. First launched in September 1963, DB5 had a potent 4.0-litre engine and a top speed exceeding 150mph. Its styling, courtesy of Italian coachbuilder Carrozzeria Touring Superleggera, created a sophisticated design, which when matched with its performance produced a car that people dreamed of owning. When DB5 was chosen to be in Goldfinger, laden with gadgets to help Bond fight his arch-enemy Auric Goldfinger, its iconic status was sealed forever.
Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin, said: “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.”
The Bond theme is carried into every detail at the House of Q by Aston Martin where guests will see the original Goldfinger script, film posters and set photography. Sound is delivered by the stunning audio of Bowers & Wilkins, a brand with an enduring relationship with the music of Bond.
Guests may also head upstairs where they will discover the Configurator Lab. This will provide the opportunity for customers to work with Aston Martin design experts to configure their perfect Aston Martin.
The House of Q will host daily events, including design workshops hosted by the Aston Martin design and engineering teams.
From Burlington Arcade’s inception in 1819, it has positioned itself as an exclusive shopping destination for luxury brands. The prime location of the Arcade is parallel to Bond Street and has an entry via Piccadilly. Today the arcade is home to 47 brands specialising in accessories focused on watches, jewellery. leather goods, shoes and cashmere.
Trupti Shah, Commercial Director 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 honoured 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 in Burlington Arcade until Sunday 4 August.