Aston Martin celebrates the 60th anniversary of Goldfinger with an 007-inspired secret experience in the heart of London

The House of Q, a new pop-up experience by Aston Martin inside London’s prestigious Burlington Arcade, has been created to celebrate 60 years of Aston Martin’s long-running association with the 007 film franchise.

The relationship began with the 1964 release of Goldfinger, the film which introduced James Bond to the now iconic DB5.

Launched 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 within what appears to be a magazine newsstand inside House 12-13 Burlington Arcade, off Piccadilly in London’s Mayfair.

V57 features a specially designed illustration on the cover and an editorial detailing the relationship between Aston Martin and 007.

Covert messages will lead guests through a secret door. Visiting agents will then discover a speakeasy bar serving Champagne Bollinger.

The bar is adorned with technical drawings and parts from the original DB5, as well as sketches, diagrams, and schematics from Aston Martin and EON Productions archives.

On display is a top-secret Q flight case, along with hints at a future Aston Martin model, for those able to uncover it.

Often described as ‘the most famous car in the world’, the DB5 is 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, DB5 had a potent 4.0-litre engine and a top speed exceeding 150mph.

Its styling, courtesy of Italian coachbuilder Carrozzeria Touring Superleggera, created a sophisticated design, which, when matched with its performance, produced a car that people dreamed of owning.

When DB5 was chosen to be in Goldfinger, laden with gadgets to help Bond fight his arch-enemy Auric Goldfinger, its iconic status was sealed forever.

Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin said:

“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 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.”

The Bond theme is carried into every detail at the House of Q by Aston Martin, where guests will see the original Goldfinger script, film posters, and set photography.

Bowers & Wilkins' stunning audio, a brand with an enduring relationship with Bond's music, delivers sound.

Guests may also head upstairs to discover the Configurator Lab.

This will allow customers to work with Aston Martin design experts to configure their perfect Aston Martin.

The House of Q will host daily events, including design workshops hosted by the Aston Martin design and engineering teams.

From its inception in 1819, Burlington Arcade has positioned itself as an exclusive shopping destination for luxury brands.

The arcade's prime location is parallel to Bond Street and has an entry via Piccadilly. Today, the arcade is home to 47 brands specialising in accessories, including watches, jewellery, leather goods, shoes, and cashmere.

Trupti Shah, Commercial Director 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 inspiring and we are honoured to be the landmark destination capturing this iconic moment in cinema history.’’ 

The House of Q by Aston Martin opens to the public on Thursday, 18 July, and can be found at House 12-13, Burlington Arcade, 51 Piccadilly, London W1J 0QJ.

It will remain in Burlington Arcade until Sunday, 4 August.

www.astonmartin.com

Why not Sign-up to Receive these Articles by Email each Day on our newsfeed site

>> Scroll down to read more articles like this which have been published recently on this blog <<

You can also read additional current and archived articles on our dedicated magazine website

Low Cost and Free Publicity - Your company can easily benefit from some publicity like the posts above for a contribution towards our layout costs (£75 to £95 plus VAT), payable in advance or you can receive the service absolutely free of charge if you advertise (see below).

We post articles up to twice a day and never delete them - we only archive them each year so that they continue to remain visible to search engines.

To have your story published - just send us your news item, logo and image(s) and we will review the material, make any necessary changes to the wording / wordcount and then advise you when it will be published.

If you are a regular advertiser in our printed and online publications, placing series bookings for adverts or subscribing to our VIP Packages, you will qualify for a specific number of free postings on this blog while you continue to advertise with us. See our media pack for more details.

Also, if you purchase one of our Online and Print Combo packages, Featured Articles or Advertorial packages shown in our media pack, posting on this blog is included in the price.

For details and rates for all of our advertising options in print and online, download our media pack contact us or visit our website.

Door Industry Journal is a trading style of Avalon Innovations LLP - Company No. OC364751

Return to the Door Industry Journal Website