Following the launch of V57 – a special James Bond anniversary edition marking 60 years of the marque’s cinematic partnership with 007 – another foray into the realm of espionage, style, and movie magic has been unveiled by Aston Martin in the heart of London.
For those eager to accept Aston Martin’s covert mission, a journey awaits down London’s historic Burlington Arcade. Concealed behind a magazine newsstand proudly displaying V57, the House of Q by Aston Martin invites James Bond and Aston Martin enthusiasts alike to immerse themselves in a secret 007-inspired pop-up experience.
As V57’s specially illustrated cover and exclusive 007 editorial celebrate, House of Q traces the Aston Martin-Bond cinematic synergy back to the brand-defining debut of the DB5 in the 1964 film, Goldfinger. Often described as “the most famous car in the world”, the DB5 cemented Aston Martin as one of Britain’s most desirable luxury brands, becoming the ultimate status symbol of the Swinging Sixties with its sophisticated styling crafted by the Italian coachbuilder Carrozzeria Touring Superleggera. Launched in September 1963, the DB5 boasted a potent 4.0-litre engine and a top speed exceeding 150mph, hugely fast for its day.
When the DB5 was chosen to star in Goldfinger, equipped with gadgets to aid Bond in his fights against arch-enemy Auric Goldfinger, its iconic status was forever etched into the annals of automotive and cinematic history. Guests at the House of Q are transported back to this pivotal moment, with the Bond theme emerging in every detail and item on show, from the original Goldfinger script to film posters, and captivating on-set photography.
In the spirit of Bond’s clandestine missions, covert messages guide visitors to House of Q through a hidden door, where they will discover a speakeasy bar below serving the spy’s sparkling tipple of choice: Champagne Bollinger. The bar itself pays homage to the DB5, displaying technical drawings, authentic parts, sketches, diagrams and schematics sourced from the archives of Aston Martin and EON Productions. Among the artefacts lies a top-secret Q flight case, teasing hints about an upcoming Aston Martin model, awaiting discovery by those with a discerning eye.
Upstairs, visitors can explore how Aston Martin continues to create the cars of dreams. At the Configurator Lab, they have a unique opportunity to collaborate with Aston Martin design experts in configuring their perfect Aston Martin.
“Aston Martin and James Bond are two British icons, forever linked,” says Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin. “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.”
Since its inception in 1819, Burlington Arcade has firmly established itself as an exclusive haven for luxury brands. Located parallel to Bond Street and accessible via Piccadilly, the arcade today hosts 47 brands specialising in accessories ranging from watches and jewellery to leather goods, shoes, and cashmere. Its prestigious heritage and prime central London location make it the perfect home for the House of Q by Aston Martin, offering a fitting backdrop that echoes the sophistication and timeless elegance synonymous with both Aston Martin and the world of James Bond.
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 honoured to be the landmark destination capturing this iconic moment in cinema history.”
The House of Q will host daily events, including design workshops hosted by Aston Martin’s design and engineering teams. It is open to the public until Sunday 4 August and can be found at House 12-13, Burlington Arcade, 51 Piccadilly, London W1J 0QJ.
