House of Q by Aston Martin Opens in Burlington Arcade, London, Marking 60 Years of Goldfinger’s Iconic DB5
The House of Q, an immersive new pop-up by Aston Martin, has debuted in London’s esteemed Burlington Arcade, in celebration of a six-decade-long connection with the legendary James Bond franchise. This illustrious partnership, initiated with the 1964 premiere of Goldfinger, introduced the world to James Bond’s iconic DB5, forging an enduring legacy.
Coinciding with the launch of V57, a special James Bond anniversary issue of Aston Martin’s luxury lifestyle magazine, the House of Q by Aston Martin offers an exclusive entry through a clandestine door disguised as a magazine newsstand within House 12-13 Burlington Arcade, located off Piccadilly in Mayfair. The cover of V57 showcases a bespoke illustration, while the editorial content delves into the intricate relationship between Aston Martin and 007.
Within the House of Q, visitors are guided through a covert passageway, revealing a sophisticated speakeasy bar serving Champagne Bollinger. This atmospheric space is adorned with technical drawings and parts from the original DB5, alongside sketches, diagrams, and schematics sourced from both Aston Martin and EON Productions. A top-secret Q flight case is on display, tantalising visitors with hints of a forthcoming Aston Martin model for those astute enough to decipher them.
Often hailed as “the most famous car in the world,” the DB5 cemented Aston Martin’s reputation as a quintessential British luxury brand. Its debut in September 1963 featured a formidable 4.0-litre engine and a top speed exceeding 150mph. Designed by Italian coachbuilder Carrozzeria Touring Superleggera, its elegant styling, coupled with high performance, quickly became the aspirational symbol of the Swinging Sixties. The DB5’s role in Goldfinger, equipped with gadgets for Bond’s missions, solidified its legendary status.
Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin, remarked, “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 offers something truly special for our community of Aston Martin customers, enthusiasts, and 007 fans. We invite everyone to immerse themselves in the world of Bond and Aston Martin, celebrating our unique history with the films, dating back to Goldfinger.”
Every element at the House of Q by Aston Martin is imbued with the Bond theme, featuring the original Goldfinger script, film posters, and set photography. The audio experience is elevated by Bowers & Wilkins, a brand synonymous with Bond’s musical legacy.
Additionally, guests can explore the Configurator Lab upstairs, where they can collaborate with Aston Martin design experts to customise their dream car.
The House of Q will also host daily events, including design workshops led by Aston Martin’s design and engineering teams.
Burlington Arcade, since its establishment in 1819, has been a premier destination for luxury shopping. Located parallel to Bond Street with an entrance via Piccadilly, it now houses 47 brands specialising in high-end accessories, including watches, jewellery, leather goods, shoes, and cashmere.
Trupti Shah, Commercial Director of Burlington Arcade, stated, “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.”
