Aston Martin has unveiled The House of Q, a captivating pop-up experience inside London’s Burlington Arcade, celebrating 60 years of its iconic association with the 007 film franchise. This unique installation marks the enduring relationship that began with the 1964 release of “Goldfinger,” which famously introduced James Bond to the legendary Aston Martin DB5.
A Hidden Gem in Burlington Arcade
Located at House 12-13, Burlington Arcade, off Piccadilly in London’s Mayfair, The House of Q is a must-visit for Bond enthusiasts and Aston Martin fans alike. The experience begins with a secret entrance disguised as a magazine newsstand. Inside, visitors will discover a speakeasy bar serving Champagne Bollinger, surrounded by technical drawings and parts from the original DB5. The bar is adorned with sketches, diagrams, and schematics from the archives of both Aston Martin and EON Productions.
A top-secret Q flight case is on display, alongside hints of a future Aston Martin model, offering a tantalizing glimpse for those who can uncover it.
Celebrating the Iconic DB5
The DB5, often hailed as “the most famous car in the world,” solidified Aston Martin’s reputation as a luxury brand and became the ultimate status symbol of the Swinging Sixties. Launched in September 1963, the DB5 featured a potent 4.0-litre engine with a top speed exceeding 150 mph. Its design, courtesy of Italian coachbuilder Carrozzeria Touring Superleggera, combined sophistication with performance, capturing the imagination of car enthusiasts worldwide. The DB5’s appearance in “Goldfinger,” equipped with an array of gadgets, cemented its iconic status.
Marco Mattiacci on the Bond-Aston Martin Legacy
Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin, expressed his excitement about this milestone: “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.”
An Immersive Bond Experience
Every detail of The House of Q is infused with the Bond theme. Visitors can see the original “Goldfinger” script, film posters, and set photography. The stunning audio of Bowers & Wilkins enhances the experience, a brand with a lasting connection to Bond’s music. Guests can also explore the Configurator Lab upstairs, where they can work with Aston Martin design experts to customize their perfect Aston Martin.
Daily Events and Exclusive Access
The House of Q will host daily events, including design workshops led by Aston Martin’s design and engineering teams, offering a rare glimpse into the creative process behind these luxury vehicles.
Burlington Arcade: A Luxury Shopping Destination
Burlington Arcade, established in 1819, has long been an exclusive shopping destination for luxury brands. Today, it is home to 47 brands specializing in watches, jewelry, leather goods, shoes, and cashmere. Trupti Shah, Commercial Director of Burlington Arcade, expressed her excitement: “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.”
Visit The House of Q
The House of Q by Aston Martin opens to the public on Thursday, July 18, and will remain in Burlington Arcade until Sunday, August 4. Don’t miss this exclusive opportunity to immerse yourself in the world of Bond and Aston Martin, celebrating their unique and enduring legacy.
Location: House 12-13, Burlington Arcade, 51 Piccadilly, London W1J 0QJ
Source: Aston Martin
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