Aston Martin Celebrates Goldfinger's 60th With Secret 007 London Experience

Published: Thursday, July 18, 2024, 18:51 [IST]

Aston Martin has unveiled the House of Q in London's Burlington Arcade to mark 60 years since Goldfinger, the first James Bond film featuring the iconic DB5. This pop-up experience runs from 18 July to 4 August and offers visitors a glimpse into the world of Q.

The House of Q is accessed through a secret door disguised as a magazine newsstand at House 12-13 Burlington Arcade, off Piccadilly in Mayfair. Inside, guests will find a speakeasy bar serving Champagne Bollinger, adorned with technical drawings and parts from the original DB5.

The relationship between Aston Martin and James Bond began with the 1964 release of Goldfinger. The DB5, often called "the most famous car in the world," solidified Aston Martin's status as a luxury brand. Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin, said: "Aston Martin and James Bond are two British icons, forever linked."

Visitors can explore various Bond-themed elements at the House of Q. These include the original Goldfinger script, film posters, and set photography. The audio experience is enhanced by Bowers & Wilkins, known for their enduring relationship with Bond music.

Burlington Arcade has been a prime location for luxury brands since its inception in 1819. It houses 47 brands specialising in accessories like watches, jewellery, leather goods, shoes, and cashmere. Trupti Shah, Commercial Director of Burlington Arcade, commented on the excitement surrounding this milestone celebration for James Bond and Aston Martin.

Guests can also visit the Configurator Lab upstairs to work with Aston Martin design experts on customising their perfect car. Daily events include design workshops hosted by Aston Martin's design and engineering teams.

A Storied History

Aston Martin was founded in 1913 by Lionel Martin and Robert Bamford. Known for its style, luxury, performance, and exclusivity, Aston Martin produces critically acclaimed models like the Vantage, DB12, DBS, DBX, and Valkyrie hypercar. The company aims to launch its first electric performance car by 2025 as part of its Racing Green sustainability strategy.

EON Productions Limited and Danjaq LLC manage the James Bond franchise. EON Productions has made all James Bond films since 1962 and controls worldwide merchandising alongside Danjaq.

Historical Significance

Burlington Arcade opened on 20 March 1819 for selling jewellery and fashionable articles. Today it is one of London's iconic landmarks offering a unique retail experience within a historical property. The arcade runs parallel to Bond Street from Piccadilly to Burlington Gardens.

The Beadles have been safeguarding Burlington Arcade since its opening. They are Britain's oldest and smallest police force and continue to enforce rules like no whistling or running inside the arcade.

The House of Q by Aston Martin is open to the public from Thursday 18 July until Sunday 4 August at House 12-13 Burlington Arcade, London W1J 0QJ.