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The House of Q is a new pop-up experience by Aston Martin inside London’s prestigious Burlington Arcade. It 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, just 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 150 mph. 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.

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. 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. House of Q will host daily events, including design workshops hosted by the Aston Martin design and engineering teams. The House of Q by Aston Martin is open to the public until Sunday, 4 August.