AUTOMOTIVE 101
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 luxury shopping destinations. We are delighted to be continuing our partnership with H. R. Owen, and I look forward to many more customer-facing events and activations in Mayfair.’
A centrally located space that provides both an introduction to the brand and its truly bespoke service, Q by Aston Martin but also a familiar world for existing customers. More akin to a private members’ club than a conventional dealership and providing space for one-on-one specification sessions, events, meetings and much more, Q London is the UK’ s premiere destination for the brand.
The opening of the space coincided with the global debut of the new Aston Martin DBX GT; a new interpretation of the marques acclaimed SUV that blends ultraluxury craftsmanship, refined comfort and effortless performance- perfectly aligned with the intersection of dynamic high-end craft and contemporary design showcased at Aston Martin Q London.
Located on the east side of the historic city square, the new showroom is a destination space that spans two floors, with designated areas for vehicle display, informal meetings, private 1:1 consultations and events arranged across 587m ². The elegant street frontage, clad in Portland stone, is adorned with Aston Martin’ s iconic wings logo and continues the architectural and material detailing established at the Q New York showroom on Park Avenue.
From the glazed frontage on Berkeley Square, a reception area leads through to a dramatic doubleheight central section, defined by a series of bronze-clad arches. As guests progress through the space they will pass up to four
Aston Martin models, arranged alongside an informal seating area, a dedicated customer specification lounge, coffee bar and curated displays of merchandise and accessories.
As with the brand’ s first flagship Q New York, the space is designed to go beyond the conventions of a traditional automotive showroom. Q London is an immersive brand environment that draws on hospitality design and high-end retail. In addition to the car displays, Q London
provides a customer hospitality area as well as Aston Martin’ s latest, highly personalised specification experience complete with a dedicated configurator suite.
The materials library within the specification lounge contains over 500 physical samples, ranging from body and trim colours to leather and stitch patterns. Constantly updated to showcase Aston Martin’ s material innovation, the library providing an essential physical and tactile counterpoint to the visualisation screen.
ISSUE 79 2026 THE ART OF LUXURY