The Aston Martin Q London showroom has officially opened in Mayfair, giving the British marque a high-profile home for its bespoke personalisation service in the heart of the UK capital.
Located at 14 Berkeley Square, the two-floor, 587-square-metre showroom was recently unveiled alongside the new luxury-focused Aston Martin DBX GT SUV.
The flagship showroom is designed as a centre of excellence for Q by Aston Martin, whose personalisation services range from bespoke styling details to limited-edition models and one-off commissions. The new space allows customers to liaise directly with Q to choose colours, trims, materials and finishes.
“Aston Martin Q will play a uniquely important role for the brand,” says Aston Martin CEO Adrian Hallmark. “Not only does this dramatic and elegant space offer an excellent backdrop for our product range, but it gives us a prominent window in one of the world’s most pre-eminent shopping destinations.”
The 18th century Berkley Square’s association with the motor trade dates back 75 years, and the move puts Aston Martin among many of the world’s leading luxury brands. Aston says the showroom’s atmosphere will be closer to a private members’ club than a traditional dealership. The London location follows the marque’s first Q flagship showroom, located in Park Avenue, New York, and will include space for one-to-one sessions, meetings and events.
The showroom’s exterior is characterised by a Portland stone frontage bearing the Aston Martin emblem. A reception area leads into a chandelier-lit, double-height space framed by bronze-clad arches. The ground floor features an informal seating area, a specification lounge, a coffee bar and capacity for up to four cars. Screens and artwork tell the story of Aston Martin, from its heritage and racing history to current models.
Q London also features a specification lounge containing a library of more than 500 physical samples, ranging from body and trim colours to upholstery and stitching patterns. The physical samples are complemented by a digital configurator with VR technology.
Shown on a vast 8×3 metre screen, the configurator shows near full-size representations of every vehicle. The system draws data from the company’s Design Studio, so customers can see their chosen specification rendered in real time with accurate lighting.
A glass and limestone staircase as well as a hidden guest lift lead down to the lower floor, where customers can book appointments in a private consultation room. The space will also host occasional events.
“We’ve used our design team’s extensive architectural and interiors experience to shape a unique showroom that is a true representation of our use of craft, materials and technology,” says Aston Martin’s executive vice-president and chief creative officer Marek Reichman. “Aston Martin Q London is a richly evocative and engaging luxury destination in the heart of London.”
The showroom is run by HR Owen, which also runs an aftersales facility in Wandsworth. “Mayfair is home to some of the finest automotive retail experiences in the world, and we are proud to bring Aston Martin back to this exceptional address alongside other prestigious showrooms,” says HR Owen chief executive Ken Choo.
Click here for more on the new Aston Martin Q London showroom.
