To celebrate the 60th anniversary of arguably the most famous 007 movie, where James Bond was first introduced to the iconic DB5, Aston Martin has lifted the curtain on a top-secret speakeasy.
The pop-up House of Q experience is hidden behind a secret door, located within what appears at first glance to be a magazine newsstand, at House 12-13 Burlington Arcade, off Piccadilly in London’s Mayfair. Knock and you shall enter an espionage-themed 007 experience.
Visions of Sean Connery leaning effortlessly against the front quarter panel of the DB5 come to mind, but what else was 007 known for? Savouring a drink. While flicking through the pages of the special James Bond anniversary edition of Aston Martin’s luxury lifestyle magazine, visitors will be served Champagne Bollinger.
Aston Martin has rolled out many of its most prized James Bond artefacts for the occasion, like the original Goldfinger script, film posters, set photography and audio courtesy of Bowers & Wilkins. Of course, much of Goldfinger’s fame is intertwined with the luxury British marque and the model that defined a generation – the DB5.
The bar is adorned with technical drawings and mechanical parts from the original DB5, including sketches, diagrams and schematics from the archives of both Aston Martin and EON Productions on display.
Often referred to as ‘the most famous car in the world’, the DB5 established Aston Martin’s dominance as one of Britain’s most desirable luxury brands when it was released in 1963, quickly becoming the ultimate status symbol of the Swinging Sixties. The DB5 packed a potent 4.0-litre inline-six engine with around 300hp and it was capable of clocking more than 150mph, which in its day was rapid. Most famous for its styling, though, the revolutionary design came courtesy of Italian coachbuilder Carrozzeria Touring Superleggera.
“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,” says Aston Martin’s Global Chief of Brand, Marco Mattiacci. “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.”
Apparently, there’s also a ‘top-secret’ Q flight case, along with hints at a future Aston Martin model, for those able to uncover it with sleuthing skills learned in the movies. Could it be a spiritual successor to the DB5, or a bespoke House of Q creation like the recent Valiant bruiser? We would take either.
The House of Q by Aston Martin opened to the public on Thursday 18 July and will remain in Burlington Arcade until Sunday 4 August.
