Aston Martin has opened a new Mayfair location called Q London, where the carmaker will offer a two-floor showroom, bespoke vehicle specification services, customer consultation rooms, and event space at 14 Berkeley Square in London’s Mayfair district.
The new location opened on October 1, 2026, along with the launch of the new Aston Martin DBX GT. The centre itself will be open for business on October 5, 2026.
What Is Q London by Aston Martin?
Q London is a two-floor Aston Martin showroom and customer facility totalling 587 square metres. Rather than focusing purely on car sales, the centre offers both car display and customer consulting services.
The building sits on the eastern side of Berkeley Square and is located at an address historically associated with the car industry. The building features Portland stone on its exterior, the Aston Martin wings logo, and architectural elements similar to Aston Martin’s Q New York.
Up to four Aston Martin models can be displayed on the first floor of this building. There will also be a customer specification lounge, seating, a coffee bar, and merchandise and accessory displays.
What is the Q by Aston Martin service?
Q by Aston Martin refers to the company’s personalisation service, including options for colours, materials, leather, trim, and stitching, among others. It also includes highly individual vehicle commissions.
Q London gives customers the opportunity to discuss these services in person with the Q by Aston Martin team. It has a materials library with more than 500 physical samples of exterior colours, interior materials, trim, and stitching.
In addition, the facility has a configuration suite where customers can view different vehicle specifications through digital visualisation.
What technologies do they have in Q London?
The showroom has a large digital visualisation screen about 8 metres wide and 3 metres tall. The screen can show models of Aston Martin cars in almost full size and visualise different combinations of exterior and interior specifications.
The vehicle’s design data comes from the Aston Martin Design Studio to create the images. Customers can select different specification options and see the result in real time, and the showroom also uses virtual reality technology.
On the lower floor, another consultation room lets customers view physical material samples and digital visualisation.
Showroom Design
Q London employs elements of automotive showroom design combined with hospitality and retail design. A glazed facade overlooks Berkeley Square and opens to a reception area and a double-height central section with bronze-clad arches.
A chandelier hangs above the reception area, while timber cladding and flooring are used in the consultation area.
In addition, screens and artworks relate to Aston Martin’s history, motorsports, technology, and current model lineup.
Which Aston Martin models are associated with the launch?
The opening of Q London coincided with the world premiere of the Aston Martin DBX GT, a new generation of the automaker’s SUV lineup.
Aston Martin Q London will provide space to exhibit other models the company has produced beyond the basic production cars and some special models. Aston Martin Q by Aston Martin service has been employed before on vehicles like Valen, Valour and Valiant, as well as some very individualistic commissions such as the Aston Martin Victor.
When is Aston Martin Q London opening?
Aston Martin Q London officially opened on October 1, 2026, with normal operations starting on October 5, 2026. H.R. Owen runs the showroom at 14 Berkeley Square, Mayfair, London.
