Aston Martin’s top secret creation

The British brand is celebrating its history with James Bond in a unique way.

Aston Martin’s ‘House of Q’ pop-up in London

Aston Martin has opened its first secret lair.

The House of Q is a new “pop-up experience” from the car maker designed to celebrate 60 years since James Bond first drove an Aston Martin on screen in Goldfinger. Situated in London’s Burlington Arcade, the House of Q looks like a newsstand when you first walk in but a secret door leads you to a speakeasy-style bar serving Bond’s preferred Bollinger champagne.

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On display in the bar are a number of Bond and Aston Martin themed designs and drawings, as well as what the company calls “hints at a future” model – for those who look closely enough.

“Aston Martin and James Bond are two British icons, forever linked,” said Marco Mattiacci, Global Chief Brand and Commercial Officer of Aston Martin. “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.”

Of course, it’s not all movie fun. There’s also an upstairs area where potential customers can use a configurator to create their new car. Aston Martin will also use the venue to host design and engineering workshops through its run. The pop-up experience will be open until August 4 in London.