- House of Q by Aston Martin opens in Burlington Arcade, London, to celebrate 60 years The golden finger – the first James Bond film to feature the iconic DB5
- Visitors to the experience will discover the underground world of Q
- The Secret Champagne Bollinger bar is open from July 18 to August 4
July 18, Gaydon, United Kingdom:The House of Q, a new pop-up Aston Martin experience within London’s prestigious Burlington Arcade, has been created to celebrate 60 years of Aston Martin’s long-standing association with the 007 film franchise. The relationship began with the 1964 release of The golden fingerthe film that introduced James Bond to the now iconic DB5.
Launching alongside V57, a special James Bond anniversary edition of Aston Martin’s luxury lifestyle magazine, the House of Q by Aston Martin is accessed through a secret door in what appears to be a newsstand inside House 12-13 Burlington Arcade, off Piccadilly in London’s Mayfair district. V57 features a specially designed cover illustration and an editorial detailing Aston Martin’s relationship with 007.
Secret messages will guide guests through a secret door. Visiting agents will then discover a speakeasy serving Bollinger Champagne. The bar is adorned with technical drawings and parts from the original DB5 with sketches, diagrams and schematics from the Aston Martin and EON Productions archives. A top secret Q flight case is on display, as well as clues to a future Aston Martin model, for those able to discover it.
Often described as ‘the world’s most famous car’, the DB5 was the car that established Aston Martin as one of Britain’s most desirable luxury brands, quickly becoming the ultimate status symbol of the Swinging Sixties. First launched in September 1963, the DB5 boasted a powerful 4.0-litre engine and a top speed of over 150mph. Its styling, courtesy of Italian coachbuilder Carrozzeria Touring Superleggera, created a sophisticated design that, combined with its performance, created a car that people dreamed of owning. When the DB5 was chosen to be unveiled The golden fingerLoaded with gadgets to help Bond fight his nemesis Auric Goldfinger, his iconic status was sealed forever.
Marco Mattiacci, Global Brand Director and Chief Commercial Officer, Aston Martin, said: “Aston Martin and James Bond are two British icons, forever linked. We are delighted to celebrate this important 60th anniversaryth anniversary throughout 2024, marking the continuation of what is cinema’s longest and most successful product placement.
“The Aston Martin House of Q offers something very special to our community of Aston Martin customers, enthusiasts and 007 fans. We encourage everyone to join us for an immersive entry into the world of Bond and Aston Martin, celebrating our unique history with the films, dating back to The golden finger.”
The Bond theme is echoed in every detail at the Q House by Aston Martin where guests will be able to see the original The golden finger script, film posters and set photographs. Sound is provided by the stunning Bowers & Wilkins sound system, a brand with a long-standing relationship with Bond music.
Customers will also be able to head upstairs to discover the Configurator Lab, where customers will have the opportunity to work with Aston Martin design experts to configure their ideal Aston Martin.
The Q House will host daily events, including design workshops led by Aston Martin’s design and engineering teams.
Since its inception in 1819, Burlington Arcade has positioned itself as an exclusive shopping destination for luxury brands. The Arcade’s prime location runs parallel to Bond Street and has an entrance via Piccadilly. Today, the arcade is home to 47 brands specialising in accessories, focusing on watches, jewellery, leather goods, footwear and cashmere.
Trupti Shah, Chief Commercial Officer of Burlington Arcade, commented: “Burlington Arcade is delighted to jointly celebrate 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 flagship destination capturing this iconic moment in cinema history.”
The House of Q by Aston Martin will open to the public on Thursday 18th July and will be located at House 12-13, Burlington Arcade, 51 Piccadilly, London W1J 0QJ. It will remain at Burlington Arcade until Sunday 4th August.
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