Aston Martin has announced the opening of a new pop-up experience space called ‘House of Q’ at the iconic Burlington Arcade in London. This pop-up event is designed to celebrate the 60-year connection between Aston Martin and the James Bond film series. The association between Aston Martin and the 007 series began with the appearance of the Aston Martin DB5 as Bond’s car in the 1964 film ‘Goldfinger’.
‘House of Q’, launched alongside the James Bond commemorative special edition of Aston Martin’s luxury lifestyle magazine ‘V57’, is accessible through a secret door at the magazine kiosk located at 12-13 Burlington Arcade near Piccadilly in London’s Mayfair. The ‘V57’ magazine features a specially designed cover illustration and contains detailed articles about the relationship between Aston Martin and the 007 series.
Upon entering through the secret door and following the hidden messages, visitors will discover another concealed door. Passing through it reveals a secret bar that serves Bollinger champagne. This bar is adorned with sketches, blueprints, and design documents sourced from the archives of Aston Martin and EON Productions, along with technical drawings and components from the early DB5. Additionally, for those who find the hidden clues, there are special cases for Q’s classified equipment, along with hints about future Aston Martin models, adding to the fun for visitors.
Dubbed ‘the world’s most famous car’, the DB5 has solidified Aston Martin’s status as one of the UK’s premier luxury brands. The DB5 quickly became a symbol of prestige during the glamorous era of the 1960s in the UK. Launched in 1963, it boasted a powerful 4.0-liter engine and a top speed exceeding 150 mph (approximately 241 km/h). This outstanding performance, combined with its sleek styling designed by Italian coachbuilder Carrozzeria Touring Superleggera, made the DB5 a dream car for many. Moreover, it debuted in ‘Goldfinger’ equipped with various gadgets to aid Bond in his fight against his nemesis, Auric Goldfinger, securing its iconic status to this day.
Marco Mattiacci, Aston Martin’s Global Brand and Business Chief, expressed, “I am thrilled to celebrate the 60-year relationship between Aston Martin, a British icon, and the character of James Bond, one of the UK’s representative icons and the longest-running series in history. The House of Q is designed to provide Aston Martin customers, car enthusiasts, and 007 fans with a unique experience, immersing everyone in the world of Aston Martin and James Bond while commemorating the long history between these two icons that began with ‘Goldfinger’.”
The ‘House of Q’ reflects the James Bond theme throughout the space. From the original script of ‘Goldfinger’ to film posters and set photos, various elements designed to evoke memories of ‘007’ are on display. The background music filling the pop-up space is provided by Bowers & Wilkins, a brand with a long association with James Bond music.
Located upstairs, the ‘Configurator Lab’ gives visitors the opportunity to build their own perfect Aston Martin with design experts from the brand. Additionally, various daily events, such as design workshops hosted by the Aston Martin design and engineering teams, are also planned.
Burlington Arcade, where the pop-up event takes place, is a famous luxury brand shopping destination established in 1819. Conveniently situated next to Bond Street and accessible via Piccadilly, it hosts 47 brands specializing in accessories, including watches, jewelry, leather goods, shoes, and cashmere.
Trupti Shah, Managing Director of Burlington Arcade, stated, “We are very pleased to commemorate an important year in 2024 for Aston Martin and James Bond together. I find it impressive that the partnership between our brands has endured for such a long time, and I am honored that Burlington Arcade can be the place to encapsulate this iconic moment.”
The ‘House of Q’ will be open from Thursday, July 18 until Sunday, August 4, located at 51 Piccadilly, 12-13 Burlington Arcade, London.
By Lee Sang-jin daedusj@autodiary.kr