Celebrating 60 Years of Goldfinger: Aston Martin's Secret Bond Experience in London

In a fitting tribute to the 60th anniversary of the James Bond classic Goldfinger, Aston Martin has unveiled a unique, 007-inspired experience right in the heart of London. Tucked away within the elegant confines of Burlington Arcade, The House of Q is a pop-up that promises to immerse visitors in the world of Bond, James Bond.

The relationship between Aston Martin and 007 is the stuff of legend, beginning with the 1964 release of Goldfinger. This film not only introduced audiences to the suave secret agent but also to the now-iconic Aston Martin DB5, a car that would become synonymous with both Bond and British luxury.

Located at House 12-13 in Burlington Arcade, The House of Q is a cleverly disguised experience, accessed through a secret door behind what appears to be an ordinary magazine newsstand. Once inside, visitors are treated to a glimpse into the subterranean world of Q, Bond’s ingenious gadget master.

A key feature of this experience is a hidden speakeasy bar, serving Champagne Bollinger – a fitting touch of luxury for any aspiring secret agent. The bar’s decor is a treasure trove of Bond lore, with original technical drawings, DB5 parts, and archival sketches from both Aston Martin and EON Productions on display. Among the intriguing exhibits is a top-secret Q flight case and, for those with a keen eye, hints of a future Aston Martin model waiting to be discovered.

As Aston Martin's Global Chief Brand and Commercial Officer, Marco Mattiacci, eloquently put it, "Aston Martin and James Bond are two British icons, forever linked." This celebration marks not only the 60th anniversary of Goldfinger but also the enduring partnership that has made Bond’s car almost as famous as the spy himself. The House of Q offers fans, enthusiasts, and customers a rare chance to step into this legendary world and experience the magic of Bond and Aston Martin first-hand.

The House of Q is not just about reminiscing, though. It’s a celebration of the continuing legacy of Aston Martin and James Bond. The exhibit includes the original Goldfinger script, film posters, and set photography, all accompanied by the evocative sounds of Bond, courtesy of Bowers & Wilkins, a brand deeply connected with the music of 007.

Upstairs, the experience continues with the Configurator Lab, where visitors can work with Aston Martin’s design experts to create their perfect car. It’s a fitting nod to the future while celebrating a past that’s as thrilling as any Bond adventure.

Burlington Arcade, established in 1819, has long been a hub for luxury shopping, making it the perfect location for this exclusive experience. Trupti Shah, Commercial Director of Burlington Arcade, expressed excitement about the collaboration, saying, “Burlington Arcade is thrilled to be jointly celebrating this milestone year for James Bond and Aston Martin. We are honoured to be the landmark destination capturing this iconic moment in cinema history.”

The House of Q by Aston Martin is open to the public from 18th July to 4th August 2024 at 51 Piccadilly, London. For fans of Bond, Aston Martin, or simply those with a taste for luxury and intrigue, it’s an experience not to be missed.