James Bond: Discover the Subterranean World of Q.
In honour of Aston Martin's 60-year partnership with the James Bond film series, the company has unveiled The House of Q, a pop-up experience located in London's esteemed Burlington Arcade. James Bond's introduction to the now-iconic DB5 in 1964's Goldfinger marked the beginning of their romance.
Located at House 12-13 Burlington Arcade, off Piccadilly in London's Mayfair, the House of Q by Aston Martin was unveiled alongside V57, a special James Bond anniversary issue of Aston Martin's premium lifestyle magazine. The entrance to the establishment is through a concealed door within what seems to be a magazine kiosk. The cover of the V57 showcases a specially created image, while the editorial inside delves into the history of Aston Martin's partnership with 007.
Guests will be guided through a hidden entrance by covert signals. The travel agency will thereafter find a hidden watering hole that serves Bollinger Champagne. Aston Martin and AEON Productions archival materials, including technical drawings, schematics, and pieces from the original DB5, decorate the bar. Shown above is a highly classified Q flight case, which, if deciphered, may provide details about the next Aston Martin vehicle.
According to many, the DB5 is "the most famous car in the world." It was this model that catapulted Aston Martin to the top of the British luxury car market and became an instant icon of the '60s counterculture. The DB5, which made its debut in September 1963, could reach speeds of over 150 mph because of its powerful 4.0-litre engine. The Italian coachbuilder Carrozzeria Touring Superleggera was responsible for its sleek and elegant look; when coupled with its performance, it became the automobile of dreams for many. The legendary reputation of DB5 was solidified when it was selected to appear in Goldfinger, equipped with devices to aid Bond in his struggle against his arch-enemy, Auric Goldfinger.
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.”
At Aston Martin's House of Q, visitors may see the original script for Goldfinger, posters for the film, and photos from the production, all of which continue the Bond theme. Bowers & Wilkins, a brand that has a long history of association with James Bond's music, provides beautiful sound.
The Configurator Lab is located on the upper floor, and guests are welcome to explore it. Customers will be able to collaborate with Aston Martin design specialists to create their ideal vehicle.
Design workshops run by members of the Aston Martin engineering and design teams are among the numerous daily events taking place at the House of Q.
Burlington Arcade has promoted itself as an exclusive venue for high-end brand shopping since its establishment in 1819. With an entrance on Piccadilly, the Arcade boasts a superb location adjacent to Bond Street. Currently, there are 47 accessory businesses housed in the arcade, with an emphasis on cashmere, shoes, jewellery, leather goods, and watches.
Trupti Shah, Commercial Director at 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.’’
Located at House 12–13, Burlington Arcade, 51 Piccadilly, London W1J 0QJ, you will find the House of Q by Aston Martin. Until August 4th, you may see it at Burlington Arcade.
