Aston Martin has officially unveiled Q London, a flagship dealership and bespoke specification space at 14 Berkeley Square in Mayfair. Operated by H.R. Owen, the location begins customer operations on October 5, 2026, with facilities designed to give buyers direct access to the brand’s Q by Aston Martin personalization service.
The emphasis is on developing a specification through physical materials, digital visualization and private consultations. Across two floors and 587 square meters, Q London combines vehicle displays with a materials library, dedicated configurator suite and spaces for individual appointments and events.
From Individual Details to One-Off Cars
Q by Aston Martin accommodates requests ranging from a particular stitch treatment, leather or exterior color to substantially more involved commissions. Its work also extends to limited-production special models and one-off cars such as the Aston Martin Victor.
Q London brings that range of possibilities into a dedicated retail setting. Customers can explore colors, trim, materials and finishes while establishing a direct relationship with the Q team, allowing a commission to develop beyond the choices available through a conventional configurator.
That access is the central purpose of the new location. While the showroom can display up to four cars, a substantial part of the space supports the decisions that determine how an individual Aston Martin will be finished.
More Than 500 Physical Samples
The specification lounge contains over 500 physical samples covering body and trim colors, leather and stitching patterns. Aston Martin says the library will be updated continually to reflect new materials and developments.
These samples provide a tactile reference alongside the digital renderings. Customers can examine the texture of a leather, compare stitching treatments and assess finishes in person while viewing how those selections work together on the car.
A separate consultation room on the lower floor supports private appointments. It has another wall of material samples paired with Aston Martin’s next-generation visualization system, giving customers a second setting in which to develop more detailed specifications.
Near Full-Size Digital Visualization
The digital configurator, first introduced at Q New York, uses a screen approximately eight meters wide and three meters high. It presents near full-size images of Aston Martin models, including the core range and special vehicles.
The system draws design data directly from Aston Martin’s Design Studio to reproduce surfaces and the behavior of light as accurately as possible. Customers can make specification changes in real time and review high-quality images of the resulting combinations.
For a bespoke commission, the combination of physical samples and large-scale visualization helps connect individual choices with the appearance of the complete car. A material can be assessed in hand, then viewed across the seats, trim or exterior surfaces where it will be used.
A Showroom Built Around Consultation
Q London continues the architectural and material approach established by Q New York on Park Avenue. Its Portland-stone frontage leads into a double-height central space framed by bronze-clad arches, with vehicle displays arranged alongside seating, a coffee bar and the specification lounge.
The lower floor uses timber paneling and flooring to create a more private consultation environment. Access is provided by a concealed guest elevator and a glass-and-limestone staircase, and the space can also accommodate occasional events.
The official opening coincided with the global debut of the DBX GT. For customers interested in personalization, however, the lasting significance of Q London is its role as a dedicated place to develop commissions—from a carefully chosen color and interior combination to work requiring a closer dialogue with the factory’s bespoke team.
PHOTO GALLERY
