AUTOMOTIVE 103 materials and technology, one that references our bold design language and serves as a perfect backdrop for the range. Most importantly, Aston Martin Q London is also a richly evocative and engaging luxury destination in the heart of London. It is the perfect place to introduce new customers to the brand.’
First introduced in Q New York, the new digital configurator features a large-scale screen, measuring approximately 8 metres wide by three metres high. This provides a near full-size image of all Aston Martin models, from the core lineup through to the brand’ s latest
‘ specials’ including Valen and Valhalla vehicles. The visualisation system takes design data directly from the Design Studio, ensuring the play of virtual light across the rendered surfaces is as accurate as possible. The virtual-reality technology enables customers to create real time, high-quality imagery of the practically limitless specification options.
Operated by H. R. Owen, Aston Martin’ s appointed dealer partner for the location, Q London continues a tradition of prominent central London showroom spaces
for the marque. Ken Choo, CEO of H. R. Owen said:‘ Aston Martin Q London represents an important milestone for our Group. Mayfair is home to some of the finest automotive retail experiences in the world, and we are proud to bring Aston Martin back into this exceptional address alongside our other prestigious showrooms. This new location, together with our Wandsworth aftersales facility, underlines our long-term commitment to offering clients the very best of British luxury motoring.’
www. astonmartin. com
ISSUE 79 2026 THE ART OF LUXURY