Aston Martin Unveils House of Q in Burlington Arcade, London, Celebrating 60 Years of Goldfinger
Step into the Subterranean World of Q and Relive James Bond’s Iconic Legacy
Champagne Bollinger Bar Open from July 18 to August 4
Gaydon, UK, July 18 – Aston Martin has introduced the House of Q, an exclusive pop-up experience nestled in London’s renowned Burlington Arcade. This unique event marks the 60th anniversary of Aston Martin’s legendary association with the James Bond franchise, a relationship that began with the 1964 release of Goldfinger, where the world was introduced to the iconic DB5.
In conjunction with the launch of V57, a special James Bond anniversary edition of Aston Martin’s luxury lifestyle magazine, the House of Q can be accessed through a covert entrance disguised as a magazine newsstand at House 12-13 Burlington Arcade, off Piccadilly in Mayfair. V57 features a bespoke illustration on the cover and editorial content exploring the storied partnership between Aston Martin and 007.
Upon entering, visitors are led by secret messages through a hidden door into a speakeasy bar serving Champagne Bollinger. The bar is adorned with technical drawings, original parts from the DB5, and archival sketches from both Aston Martin and EON Productions. A top-secret Q flight case is also on display, alongside tantalizing hints of a future Aston Martin model for those keen enough to decipher them.
Dubbed “the most famous car in the world,” the DB5 established Aston Martin as one of Britain’s most coveted luxury brands, embodying the ultimate status symbol of the Swinging Sixties. Launched in September 1963, the DB5 featured a powerful 4.0-litre engine with a top speed exceeding 150 mph. Its elegant design by Italian coachbuilder Carrozzeria Touring Superleggera, combined with its impressive performance, made it a dream car for many. The DB5’s role in Goldfinger, equipped with gadgets to aid Bond against his nemesis Auric Goldfinger, cemented its iconic status forever.
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.”
The House of Q is meticulously themed to reflect the Bond universe, featuring the original Goldfinger script, film posters, and set photography. Visitors will enjoy audio experiences provided by Bowers & Wilkins, a brand synonymous with Bond music.
Additionally, guests can explore the Configurator Lab upstairs, where they can collaborate with Aston Martin design experts to create their dream car.
Daily events, including design workshops hosted by Aston Martin’s design and engineering teams, will be part of the House of Q experience.
Since its inception in 1819, Burlington Arcade has established itself as an exclusive destination for luxury brands. Located parallel to Bond Street with access from Piccadilly, it currently houses 47 brands specializing in accessories such as 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, July 18, and can be visited at House 12-13, Burlington Arcade, 51 Piccadilly, London W1J 0QJ. The experience will remain available until Sunday, August 4.
