18 July, Gaydon, UK: Aston Martin today announced “The House of Q,” a new pop-up experience inside London’s prestigious Burlington Arcade, which celebrates 60 years of its association with the 007 film franchise. This iconic relationship began with the 1964 release of Goldfinger, which introduced James Bond to the legendary DB5.
It was launched together with The House of Q by Aston Martin, accessed through a secret door disguised as a magazine newsstand inside House 12-13 Burlington Arcade, off Piccadilly in London’s Mayfair. A special James Bond anniversary edition of Aston Martin’s luxury lifestyle magazine, V57 comes with a unique cover illustration and editorial detailing the relationship between Aston Martin and 007.
Guests will follow covert messages through a secret door to uncover a speakeasy bar serving Champagne Bollinger. At the bar, sketches, diagrams, and schematics from the archives of Aston Martin and EON Productions will decorate, including technical drawings and parts from the original DB5. There will also be a top-secret Q flight case and hints of a future Aston Martin model in store for those who can uncover them.
Known more than once to be “the most famous car in the world,” the DB5 single-handedly transformed Aston Martin into one of Britain’s most desirable luxury brands—the status symbol above all others for the Swinging Sixties. First launched in September 1963, it sported a punchy 4.0-litre engine and a top speed well in excess of 150 mph. Its sophisticated design, courtesy of Italian coachbuilder Carrozzeria Touring Superleggera, combined with performance to make it a car that people wanted. It achieved icon status when it was selected for Goldfinger, fitted with a variety of gadgets to help Bond in his battle against arch-villain Auric Goldfinger.
Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin, said: “Aston Martin and James Bond are two great 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 is offering our community of Aston Martin customers, enthusiasts, and fans of 007 something very special to enjoy. We encourage everybody to join us on the immersive entry into the world of Bond and Aston Martin, while celebrating our unique history with the films back to Goldfinger.”
From the House of Q by Aston Martin, it is evident in every detail: the original Goldfinger script, film posters, and set photography. The experience will be boosted with the stunning audio from Bowers & Wilkins, a brand that has had a long history with the music of Bond.
Guests may also use the stairs to meet up with the Configurator Lab, where they will be able to configure their perfect Aston Martin with the help of design experts from Aston Martin.
A number of daily events will be held within the House of Q, including design workshops led by the Aston Martin design and engineering teams.
Since 1819, Burlington Arcade has grown to be a platform for luxury brands only. Running parallel to Bond Street, having an entrance on Piccadilly, it hosts 47 brands specializing in various accessories: watches, jewelry, leather goods, shoes, and cashmere.
Burlington Arcade’s Commercial Director, Trupti Shah, said: “Burlington Arcade is very excited to co-celebrate this really unique year for James Bond and Aston Martin. To continue the pairing of our brands is overwhelming, and we are humbled to be that landmark destination that captures this truly iconic moment in the history of cinema.”.
The House of Q by Aston Martin will open to the public on Thursday, 18 July, and will reside at House 12-13, Burlington Arcade, 51 Piccadilly, London W1J 0QJ. It will remain in Burlington Arcade until Sunday, 4 August.
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