Aston Martin Q London officially opened in the heart of London

• Located in Berkeley Square in Mayfair, bringing a new dedicated bespoke luxury specification experience, dealership and event space
• Featuring bespoke modern design, contemporary craft and cutting-edge technology

• Aston Martin Q London’s opening is accompanied by the debut of the new DBX GT

Aston Martin today officially opened a brand-new landmark location in the UK, Aston Martin Q London. A flagship dealership located at 14 Berkeley Square in the heart of London’s Mayfair.

Q by Aston Martin is the British brand’s in-house personalisation service that can accommodate customers who want a unique stitch, leather or exterior colour to extremely desirable special models like the recent Valen, Valour and Valiant to a truly bespoke one-off commission as the Aston Martin Victor. Q London also allows customers to have a direct relationship with the Q by Aston Martin team, allowing them to explore the myriad options available across colour, trim, material and finish in order to shape a truly unique automobile.

‘Aston Martin Q London will play a uniquely important role in the world of Aston Martin,’ says Aston Martin Chief Executive Officer, 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 marque’s acclaimed SUV that blends ultra-luxury 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 587m². 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 double-height 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.

A striking chandelier serves as the primary light feature in the space, incorporating undulating cascade of slender pendulums that run the full width of the reception area to bring grandeur to the space.

The showroom allows Aston Martin to display all the core models in its current product portfolio, enhancing Q London’s role as a welcoming space for newcomers to the world of Aston Martin as well as a familiar environment for those familiar with the brand. Screens and artwork provide a rich backdrop of content that tells the story of Aston Martin, through its heritage to racing exploits, innovation and contemporary models, with a focus on craftsmanship and design

While the linear showroom on the ground floor offers an introduction to the brand, a deeper dive is available in the lower floor, where meetings can be arranged by appointment, in the private consultation room. The latter is supported by another wall of physical material samples, which in turn is used alongside Aston Martin’s next generation digital visualisation suite. Timber panelling and flooring creates a warm, luxurious ambience, with access provided by a bespoke concealed guest elevator and a glass and limestone staircase. In addition to serving as a private and immersive customer environment for consultations, the basement will also serve as an occasional event space.

Aston Martin’s Executive Vice President and Chief Creative Officer Marek Reichman said ‘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, 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 line-up 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.’

Aston Martin Q London will commence operations on 5 October 2026.

About Aston Martin Lagonda:
Aston Martin’s vision is to be the world’s most desirable, ultra-luxury British brand, creating the most exquisitely addictive performance cars.

Founded in 1913 by Lionel Martin and Robert Bamford, Aston Martin is acknowledged as an iconic global brand synonymous with style, luxury, performance, and exclusivity. Aston Martin fuses the latest technology, time honoured craftsmanship and beautiful styling to produce a range of critically acclaimed luxury models including the Vantage, DB12, Vanquish, DBX and its first mid-engined hybrid, Valhalla. Aligned with its Racing. Green. sustainability strategy, Aston Martin is developing alternatives to the Internal Combustion Engine through a blended drivetrain approach and plans to have a line-up of electrified sports cars and SUVs.

Based in Gaydon, England, Aston Martin Lagonda designs, creates, and exports cars which are sold in more than 50 countries around the world. Its sports cars are manufactured in Gaydon with its luxury DBX SUV range proudly manufactured in St Athan, Wales.

Lagonda was founded in 1899 and came together with Aston Martin in 1947 when both were purchased by the late Sir David Brown, and the company is now listed on the London Stock Exchange as Aston Martin Lagonda Global Holdings plc.

2020 saw Lawrence Stroll become the company’s Executive Chairman, alongside significant new investment. This coincided with Aston Martin’s return to the pinnacle of motorsport with the Aston Martin Aramco Formula One® Team and commenced a new era for the iconic British marque.

About H.R. Owen
H.R. Owen is Britain’s leading luxury motor dealer group, dealing with some of the world’s most sought-after premium car brands – Bugatti, Rolls-Royce, Aston Martin, Bentley, Ferrari, Maserati, Lamborghini, BAC, Rimac, Czinger, Hennessey and Zenvo.

The H.R. Owen Group not only operates in sales and service of premium luxury cars, but it also offers a number of related divisions across all brands including its Insurance Services.

The H.R. Owen flagship dealership, Jack Barclay, has been operating in Mayfair since 1927 and although traditionally just a London-based business, the company now has locations in five counties in addition to their six London showrooms – Cheltenham (Gloucestershire), Pangbourne (Berkshire), Ripley (Surrey), Hatfield (Hertfordshire) as well as Stockport (Greater Manchester)
Photo credit: Aston Martin The Americas
Posted on Autotech-plus.com

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