Aston Martin opens flagship Q London showroom in Mayfair
The British carmaker inaugurates a two-storey personalisation hub at 14 Berkeley Square, designed as a luxury members' club rather than a traditional dealership.
Aston Martin opened its new Q London showroom on Berkeley Square in Mayfair on 1 October 2026, establishing a physical hub for its in-house personalisation service in one of London’s most recognised luxury addresses. The two-storey space at 14 Berkeley Square spans 587 square metres and operates under a partnership with dealer H.R. Owen, which also manages an aftersales facility in Wandsworth.
The showroom debuts alongside the global launch of the DBX GT, a new ultra-luxury interpretation of the brand’s SUV line. Chief Executive Adrian Hallmark said the location gives Aston Martin “a prominent window in one of the world’s most pre-eminent luxury shopping destinations,” positioning it among other leading luxury brands with flagship retail presence in the area.
Design and Customer Experience
The showroom departs from conventional dealership design, structured instead as an immersive luxury environment akin to a private members’ club. A Portland stone frontage on Berkeley Square leads into a double-height reception area defined by bronze-clad arches. The ground floor presents up to four Aston Martin models alongside informal seating, a coffee bar and curated merchandise displays.
The specification lounge houses a materials library containing over 500 physical samples of body colours, trim finishes, leather options and stitch patterns. Customers can pair this tactile selection with a digital configurator featuring a screen measuring approximately 8 metres wide by 3 metres high, which displays models from the core lineup through to limited-production models including the Valen and Valhalla. The configurator draws design data directly from Aston Martin’s design studio to render lighting and surface detail accurately in real time.
Personalisation at Scale
Q by Aston Martin, the brand’s bespoke service, allows clients to specify colours, materials and finishes across the range or commission entirely one-off vehicles. The showroom enables direct engagement with the Q team and provides a dedicated space for these specification sessions. Customers can explore what the company describes as “practically limitless specification options.”
The lower floor houses a private consultation room reached by a concealed guest lift and glass and limestone staircase, lined in timber panelling and flooring. This space includes another wall of material samples and the full-scale digital visualisation suite. The basement also functions as an occasional event space.
London Heritage and Retail Positioning
Berkeley Square’s association with the motor trade spans over 75 years, and the location continues a tradition of prominent central London showrooms for Aston Martin. Ken Choo, chief executive of H.R. Owen, described the opening as “an important milestone” for the dealer group and noted that Mayfair now hosts “some of the finest automotive retail experiences in the world.”
Design leadership at Aston Martin shaped the showroom’s visual language. Executive Vice President and Chief Creative Officer Marek Reichman said the team had applied “extensive architectural and interiors experience” to create a space that reflects the brand’s approach to craft and materials while serving as “a richly evocative and engaging luxury destination.” A striking undulating chandelier spanning the reception area’s full width provides the primary light feature.
Q London commenced operations on 5 October 2026.
This article was compiled by the CityLifeBytes editorial desk from the official announcements and reporting listed under Sources.
