ASTON MARTIN OPENS THE DOORS TO ITS NEW FLAGSHIP DEALERSHIP
2026-10-07By Nathaniel Brooks
- New Mayfair showroom puts bespoke personalisation firmly centre stage
- The two-storey space has been designed to feel less like a dealership and more like a private members’ club
- Its opening also provided the backdrop for the debut of a new Aston Martin model
Aston Martin has opened the doors to its new flagship London dealership, bringing the British marque to one of the capital’s most prestigious addresses.
Located at 14 Berkeley Square in Mayfair, Aston Martin Q London spans 587 square metres across two floors and serves as both a showroom and a showcase for Q by Aston Martin, the company’s bespoke personalisation division. The new site officially began operations on 5 October.
MORE THAN A SHOWROOM Rather than following the conventional dealership formula, Aston Martin has approached Q London as a luxury destination in its own right. The company describes the atmosphere as closer to a private members’ club, with spaces for informal meetings, events and one-to-one specification sessions alongside displays of up to four cars.
Behind its Portland stone frontage, the showroom features a dramatic double-height interior framed by bronze-clad arches. Customers will also find a coffee bar, specification lounge and a materials library containing more than 500 physical samples, covering everything from exterior colours to leather, trim and stitching choices.
The centrepiece of the specification experience is an enormous digital configurator. Displayed on a screen measuring approximately eight metres wide and three metres high, it can produce near life-size visualisations of Aston Martin models and allow customers to see their chosen combinations of colours, materials and finishes in real time.
'Q' AT HEART That focus on personalisation is significant. Q by Aston Martin stretches far beyond choosing a different paint colour or interior trim, encompassing limited-production cars and fully bespoke, one-off commissions.
The new London location gives customers a dedicated environment in which to work more closely with the Q team, while its lower floor houses a private consultation room and additional specification facilities. The space can also be transformed for occasional events.
Its position in Berkeley Square places Aston Martin among some of the biggest names in global luxury, while strengthening the manufacturer’s physical presence in central London. The dealership is operated by H.R. Owen and supported by a dedicated Aston Martin aftersales facility in Wandsworth.
The opening also doubled as the stage for the global debut of the DBX GT, Aston Martin’s new, more luxury-focused interpretation of its SUV — an appropriately high-profile arrival for a showroom designed to become one of the brand’s most important customer destinations.
For Aston Martin, Q London is therefore about more than selling cars. It is an attempt to turn the process of choosing and commissioning one into part of the luxury experience itself — and Berkeley Square provides a suitably exclusive address in which to do it.
