Goldfinger, the first James Bond movie to star an Aston Martin DB5 as the superspy’s ride of choice, is turning 60 this year. To celebrate, the British automaker has devised a whole reality quest for its customers. The goal is to locate and visit a mystery bar hidden in the depths of the Burlington Arcade in London.
The drinking establishment is called House of Q in an elegant simultaneous reference to the movie character named Q and Aston Martin’s own vehicle customization department. Only a special door can provide access, and the entrance area is disguised as a newspaper booth. Numerous issues of the Aston Martin magazine dedicated to the company’s long-standing partnership with the James Bond franchise may be too much of a giveaway, though.
Once inside, clients are served Bollinger champagne and can relax to the accompaniment of the assorted James Bond movie soundtracks. The interior of the bar is decorated with DB5 blueprints and spare parts, sketches and diagrams, and schematics from the archives of Aston Martin and movie producer firm EON Productions. The first draft of the Goldfinger movie script is also present there along with some vintage posters and what can be construed as hints at the company’s mysterious next sports car.
Speaking of which, customers who manage to pinpoint the location of the bar may go upstairs once inside and configure their next Aston Martin ride. The House of Q will stay open until August 4 with daily events and design master classes from the brand professionals.