In honor of the 60th anniversary of the James Bond film Goldfinger, Aston Martin has unveiled the House of Q, a 007-inspired pop-up experience in London’s prestigious Burlington Arcade. This unique attraction, running until August 4, offers visitors a rare glimpse into the world of Bond’s iconic DB5 and the legacy of Aston Martin’s association with the franchise.
The House of Q is cleverly hidden within a magazine newsstand facade at House 12-13 Burlington Arcade. Upon entry, guests are guided by covert messages to a secret door, leading them into a subterranean speakeasy bar adorned with original technical drawings and parts from the legendary DB5. The bar, serving Champagne Bollinger, immerses visitors in the rich storytelling of Aston Martin and 007.
Marco Mattiacci, Aston Martin’s Global Chief Brand and Commercial Officer, expressed excitement about this anniversary celebration, stating, “Aston Martin and James Bond are two British icons, forever linked. The House of Q offers our community a special way to celebrate this unique history.”
In addition to the bar, the experience features the Configurator Lab, where guests can design their own Aston Martin with the help of brand experts. Aston Martin’s design and engineering teams are also hosting daily events, including design workshops.
Trupti Shah, Commercial Director of Burlington Arcade, highlighted the collaboration’s significance, noting, “Burlington Arcade is thrilled to be celebrating this milestone with Aston Martin and James Bond. We are honored to be the landmark destination capturing this iconic moment in cinema history.”
The House of Q by Aston Martin is open to the public at the time of writing and is located at 51 Piccadilly, London.
