Aston Martin creates James Bond inspired pop-up to mark 60th anniversary of Goldfinger
New Pop-Up Experience in London
Aston Martin will mark 60 years since the release of Goldfinger with a new pop-up experience in London, containing references to its famous DB5, undoubtedly the greatest Bond car and one of the most recognisable cars in film history.
House of Q by Aston Martin
House of Q by Aston Martin is located at Burlington Arcade in Mayfair and looks like your typical newsagent from the outside, displaying copies in the window of a special Bond edition of Aston Martin’s luxury lifestyle magazine, V57. Through a secret door, however, visitors will be led to a bar serving Champagne Bollinger, Bond’s drink of choice when he isn’t gulping down a Martini (shaken, not stirred of course).
Technical Drawings and Configurator Lab
The bar is full of technical drawings and sketches from the archives of both Aston and EON Production of the original DB5, the car first introduced to many people in Goldfinger. Aston Martin says hints of its future car can also be found in the bar by those with an eagle eye. Upstairs contains the Configurator Lab, where customers can work with design experts to create their perfect Aston Martin.
Goldfinger Memorabilia and Events
Also found at the House of Q by Aston Martin are the original Goldfinger script, film posters and photography from Sean Connery’s third outing as the world’s most famous spy. There will also be daily events hosted by design and engineering teams from the British brand.
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.”
James Bond and the Aston Martin DB5
In September 2023, the Aston Martin DB5 celebrated its 60th anniversary after being given its public debut at the 1963 Frankfurt Motor Show. Carrying on from the success of its predecessor, the DB4 (released in 1958), the DB5 came with a 4.0-litre straight 6 engine and a top speed of over 150mph.
The DB5's Design and Film Debut
The beauty and style of the DB5 are undeniable and was the work of Italian coachbuilder Carrozzeria Touring Superleggera. A year later, it appeared on screen for the first time in Goldfinger as Q showed Bond his new car - modified for the film by special effects expert John Stears - and the wealth of gadgets that came with it, including a bulletproof screen, smoke, machine guns and the famous ejector seat (you’re joking).
The DB5's Continued Fame
In the Goldfinger novel by Ian Fleming, Bond drove a DB Mark III but Stears persuaded Aston Martin to make a DB5 prototype available. Four DB5s were used for the film, two for filming and two for promotional purposes, with the first filming car having previously been used during an episode of The Saint.
After its appearance in Goldfinger, sales of the DB5 rapidly increased after it was described as "the most famous car in the world” and its iconic status and lifelong association with James Bond was sealed forever. It returned a year later in the following film, Thunderball, but wasn’t seen in a Bond film again until 1995 when it appeared in the Pierce Brosnan-led Goldeneye. It was a particular favourite during the Daniel Craig era, being seen in Casino Royale, Skyfall, Spectre and No Time to Die.
The DB5 Continuation Programme
2020 saw Aston Martin, as part of its Continuation programme, bring back the DB5 with the construction of 25 Goldfinger-themed cars at its Newport Pagnell factory, where the very first DB5s were built, for a cost of £2.75 million each.
The House of Q by Aston Martin opens on Thursday 18 July at House 12-13, Burlington Arcade, 51 Piccadilly, London W1J 0QJ. It will remain until Sunday 4 August.
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