Aston Martin Celebrates 60th Anniversary of Goldfinger with 007-Inspired Secret Experience in the Heart of London
- House of Q by Aston Martin opens in Burlington Arcade, London, celebrating 60 years of Goldfinger –
the first James Bond film to feature the iconic DB5 - Visitors to the experience will discover the subterranean world of Q
- Secret Champagne Bollinger bar runs from 18 July until 4 August
[source: Aston Martin]
Gaydon, UK – 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 as well as 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 with sketches, diagrams and schematics from the archives of both Aston Martin and EON Productions. 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 what is 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. Sound is delivered by the stunning audio of Bowers & Wilkins, a brand with an enduring relationship with the music of Bond.
Guests may also head upstairs where they will discover the Configurator Lab. This will provide the opportunity for 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 Burlington Arcade’s inception in 1819, it has positioned itself as an exclusive shopping destination for luxury brands. The prime location of the Arcade is parallel to Bond Street and has an entry via Piccadilly. Today the arcade is home to 47 brands specialising in accessories focused on 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 extremely exciting 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.
About Aston Martin Lagonda:
Aston Martin’s vision is to be the world’s most desirable, ultra-luxury British brand, creating the most exquisitely addictive performance cars.
Founded in 1913 by Lionel Martin and Robert Bamford, Aston Martin is acknowledged as an iconic global brand synonymous with style, luxury, performance, and exclusivity. Aston Martin fuses the latest technology, time honoured craftsmanship and beautiful styling to produce a range of critically acclaimed luxury models including the Vantage, DB12, DBS, DBX and its first hypercar, the Aston Martin Valkyrie. Aligned with its Racing. Green. sustainability strategy, Aston Martin is also developing alternatives to the internal combustion engine, with an ambition to create the world’s most thrilling and highly desirable electric performance cars, the first of which is targeted for launch in 2025.
Based in Gaydon, England, Aston Martin Lagonda designs, creates, and exports cars which are sold in 56 countries around the world. Its sports cars are manufactured in Gaydon with its luxury DBX SUV range proudly manufactured in St Athan, Wales. The company is on track to deliver net-zero manufacturing facilities by 2030.
Lagonda was founded in 1899 and Aston Martin in 1913. The two brands came together in 1947 when both were purchased by the late Sir David Brown, and the company is now listed on the London Stock Exchange as Aston Martin Lagonda Global Holdings plc.
2020 saw Lawrence Stroll become the company’s Executive Chairman, alongside significant new investment, a move that led to Aston Martin’s return to the pinnacle of motorsport with the Aston Martin Aramco Cognizant Formula One™ Team and commenced new era for the iconic British marque.
About EON:
EON Productions Limited and Danjaq LLC are wholly owned and controlled by the Broccoli/ Wilson family. Danjaq is the US based company that co-owns, with Metro Goldwyn Mayer Studios, the copyright in the existing James Bond films and controls the right to produce future James Bond films. EON Productions, an affiliate of Danjaq, is the UK based production company that has made the James Bond films since 1962 and together with Danjaq controls all worldwide merchandising. For more information, visit 007.com & 007Store.com.
About Burlington Arcade
Burlington Arcade opened on 20th March 1819 “for the sale of jewellery and fancy articles of fashionable demand, for the gratification of the public.” Today it is recognised as one of London’s most iconic landmarks and provides a unique outdoor but covered retail experience within a historical 205-year-old property. Situated in the heart of Mayfair, the 196-yard arcade runs from Piccadilly through to Burlington Gardens, parallel to Bond Street, and is home to Luxury Accessories, Watch and Jewellery brands. The portfolio includes a mix of vintage and new, combining heritage luxury with emerging brands, that share a passion for craftsmanship.
Similarly iconic, the Beadles, originally recruited to safeguard the arcade and its customers, are the oldest and smallest police force in Britain. They welcome over four million visitors a year and continue to impose the rules laid down by the original Beadles, so whistling, running, riding a bicycle, or ‘behaving boisterously’ are forbidden. The two lucky people granted special permission to whistle are Sir Paul McCartney and Jayden, a schoolboy who was promised a license to whistle if he achieved a good school report. For more information, please visit: www.burlingtonarcade.com
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