Aston Martin Opens Q London Flagship in Mayfair
The new Berkeley Square showroom puts the brand's bespoke Q division at the centre of the experience.
Aston Martin has opened Q London, a new flagship showroom in Mayfair's Berkeley Square, an address with links to the brand stretching back 75 years. The site is operated by long-standing retail partner H.R. Owen and opened on 1 October alongside the debut of the new DBX GT.
As the name suggests, the focus is Q by Aston Martin, the company's bespoke personalisation division. Customers can work directly with Q specialists, explore an extensive library of materials and finishes, and specify unique paint, stitching and upholstery. The space spreads across two floors for display, informal meetings, private consultations and events, behind a Portland stone facade carrying the winged badge.
The design follows the template set by Q New York on Park Avenue, the brand's other Q location, and the showroom is positioned to highlight the brand's most exclusive work, including the limited-production Valour and Valiant and the one-off Victor.
For American clients, Q New York remains the closest equivalent, but the London opening underlines how central personalisation has become to Aston Martin's strategy. Owners planning a commission while travelling now have a second dedicated home for the process.
Source: duPont REGISTRY
