587-square-meter, two-floor space at Berkeley Square

Bespoke service 'Q by Aston Martin' at its core

More than 500 materials, large digital screen on offer

New SUV DBX GT makes world debut

Aston Martin's flagship showroom Q London, which opened at Berkeley Square in the Mayfair district of London. The space features a bespoke customization service, vehicle displays and consultation areas. [Aston Martin]
Aston Martin's flagship showroom Q London, which opened at Berkeley Square in the Mayfair district of London. The space features a bespoke customization service, vehicle displays and consultation areas. [Aston Martin]

Aston Martin has opened a new flagship showroom in Mayfair, one of London's most prestigious commercial districts. The space goes beyond a conventional vehicle display and sales floor, serving as a dedicated hub where customers can configure their own cars by selecting colors, leathers, stitching and other finishing details.

The automaker officially opened Aston Martin Q London at 14 Berkeley Square, with doors opening to the public Monday.

Berkeley Square, laid out in the 18th century, is one of Mayfair's most storied addresses and has long been home to luxury car showrooms and high-end brands.

At the heart of Q London is Q by Aston Martin, the brand's bespoke customization program. Customers can tailor their vehicles by choosing exterior colors, interior leathers, stitching patterns and trim materials.

The service covers not only specification changes to standard production models but also limited-edition vehicles such as the Valen, Valour and Valiant, as well as fully bespoke, one-of-one commissions. The Aston Martin Victor, of which only one was ever built, was created through this process.

Q London spans two floors — one above ground and one below — totaling 587 square meters. The space is designed to accommodate vehicle displays, meetings, one-on-one consultations and private events all under one roof.

The ground floor can display up to four Aston Martin vehicles at once. It also features a customer lounge, a specification consultation area, a coffee bar and a dedicated space for brand products and accessories.

Aston Martin said it aimed to create an environment closer to a private members' club than a conventional car dealership. The building's exterior is finished in Portland stone, with the brand's winged logo at the entrance. Inside, bronze-toned arch structures and a large chandelier define the interior.

A separate area for customers placing bespoke orders houses a materials library with more than 500 physical samples — spanning body and interior colors, leathers and stitching patterns. Customers can handle the materials in person while simultaneously viewing the finished vehicle configuration on a digital screen.

The lower floor contains a private consultation room available by appointment, with actual material samples mounted on the walls and a digital visualization system that allows customers to finalize specifications in greater detail. The space also serves as an event venue.

A large digital screen measuring approximately 8 meters wide and 3 meters tall has been installed, using actual design data from Aston Martin's design studio to render vehicles at near life-size scale. Virtual reality technology allows customers to preview their chosen color and material combinations in real time.

The system was first introduced at Q New York on Park Avenue in New York City. Aston Martin is expanding its flagship showroom concept — departing from the traditional dealership format — from New York to London.

Aston Martin CEO Adrian Hallmark said the opening would allow the brand to strengthen its presence in Mayfair, one of the world's premier luxury shopping destinations.

The new showroom's opening was also marked by the world premiere of the DBX GT, Aston Martin's new SUV. Built on the existing DBX platform, the DBX GT places greater emphasis on premium materials, ride quality and everyday usability. It joins the high-performance DBX S to complete the DBX lineup.

Aston Martin used Q London to unveil the DBX GT's interior and exterior materials and finishes for the first time, positioning the space as a venue that showcases both bespoke services and new models simultaneously.

Marek Reichman, Aston Martin's executive vice president and chief creative officer, said Q London was "a luxury space offering rich sensory experiences and something truly special in the heart of London — the perfect place to introduce Aston Martin to new customers."

Q London will be operated by H.R. Owen, Aston Martin's authorized dealer in the United Kingdom. H.R. Owen also represents Rolls-Royce, Bentley, Ferrari and Lamborghini, among other luxury automotive brands, in Britain.

Meanwhile, Aston Martin is extending its brand beyond automobiles. Last month, it unveiled the AMB 002 Roadster, its first road-legal motorcycle, developed jointly with British motorcycle maker Brough Superior. While the earlier AMB 001 and AMB 001 Pro were track-only machines, the new model is approved for use on public roads.


kwater@heraldcorp.com