Aston Martin has unveiled Q London, a new flagship showroom at 14 Berkeley Square in Mayfair, with customer operations beginning October 5, 2026. Combining vehicle displays, hospitality spaces and private specification rooms, the location brings the marque’s bespoke service into one of London’s established luxury shopping districts.
Operated by H.R. Owen, Q London occupies 587 square meters across two floors. For travelers interested in automotive design and craftsmanship, it adds a contemporary Aston Martin destination to Berkeley Square, whose motor-trade connections stretch back more than 75 years.
A Mayfair Setting for Bespoke Design
The showroom takes its name from Q by Aston Martin, the company’s in-house personalization service. Its scope ranges from individual paint, leather and stitching choices to limited-production special models and one-off commissions such as the Aston Martin Victor.
Q London gives customers a setting in which to explore those possibilities directly with the Q team. The ground floor combines displays of up to four cars with informal seating, a coffee bar, merchandise and accessories, and a dedicated specification lounge.
The architecture continues the approach established at Q New York on Park Avenue. A Portland-stone frontage opens into a double-height central space defined by bronze-clad arches, while a chandelier of slender suspended elements extends across the reception area.
Materials and Digital Visualization
One of the showroom’s defining features is its library of more than 500 physical samples. Body and trim colors, leathers and stitching patterns allow customers to examine the materials that will shape their cars, alongside digital images of the complete specification.
The configurator uses a screen approximately eight meters wide and three meters high to display near full-size renderings. Drawing on data from Aston Martin’s Design Studio, it allows customers to review changes in real time and assess how light interacts with the selected surfaces and finishes.
Private appointments take place on the lower floor, where a separate consultation room pairs another sample wall with the visualization system. Timber paneling and flooring distinguish this quieter space, reached by a glass-and-limestone staircase or a concealed guest elevator. The lower floor will also accommodate occasional events.
An Automotive Stop in Central London
The official unveiling coincided with the global debut of the DBX GT, placing a new model alongside the showroom’s emphasis on materials and individual specification. Beyond that launch, Q London is intended to host customer events and activities while serving as Aston Martin’s principal UK destination for its bespoke service.
For a London itinerary, its appeal lies in the opportunity to encounter current Aston Martin design within a central retail setting. Travelers seeking a detailed Q consultation should arrange an appointment; opening hours and general visitor arrangements were not provided in the announcement.
ADDITIONAL INFORMATION
Destination: Aston Martin Q London
Location: 14 Berkeley Square, Mayfair, London, United Kingdom
Customer Operations Begin: October 5, 2026
Operator: H.R. Owen
Focus: Aston Martin vehicle sales and Q by Aston Martin bespoke specification
Size: 587 square meters across two floors
Highlights: Vehicle displays, more than 500 material samples, large-scale digital configurator and private consultation rooms
Appointments: Lower-floor consultations arranged by appointment
Hours and Visitor Access: Confirm with the showroom before visiting
Opening Presentation: Global debut of the Aston Martin DBX GT
Official Websites: Aston Martin and H.R. Owen
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