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Experimental Negroni Club

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Henrietta Street

Henrietta Street

London

United Kingdom

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Experimental Negroni Club invites guests into a super immersive light installation come bar! Drawing viewers into a world of Negroni.

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Experimental Group, the innovative hospitality entrepreneurs, will unveil the Experimental Negroni Club in partnership with Campari, to celebrate 100 years of the Negroni cocktail, at Henrietta Hotel.

The temporary, multi-sensory Negroni installation, will launch on the hotel’s mezzanine this 21st September 2019. Located next to the Covent Garden piazza, in and amongst the shops and boutiques, Experimental Negroni Club will provide the perfect pitstop for a refreshing drink in between Frieze and London Design Festival festivities.

Hidden away on the mezzanine, guests are transported to the unique world of the Negroni with a light installation and a bespoke menu of cocktails. A range of vintage ingredients has been selected in partnership with the Old Spirit Company to recreate the enduring allure of cocktails served in the 50s, 60s, 70s and 80s and mix the perfect vintage Negroni. The Negroni is seen by many as the world’s most iconic cocktail. The story began back in 1919 when CountCamillo Negroni entered a bar in Florence and asked for an Americano with gin instead of soda water, inspired by a recent trip to Britain. The rest is history, and over the last 100 years, the Negroni has stood the test of time achieving cult status as a ‘classic cocktail’.

The installation, conceived by Frankie Boyle - an artist who specialises in the medium of light - pulls guests into the world of famed cocktail the Negroni with a multi-sensory experience. The light show consists of a pixel-mapped space suspended below the stunning mezzanine bar’s glass ceilingwith a light choreography that simulates Negroni’s ingredients, creating a dazzling infinity illusion.

Count Camillo Negroni was famously adventurous, with his travel taking him across America and Europe. As a tribute to this and to celebrate 100 years of the Negroni, CAMPARI and Henrietta Hotel have chosen eight of the most exciting and cosmopolitan cities in the world - including Mexico City, Paris, London, Tokyo and Milan - to serve as inspiration for eight unique variations of its most famous cocktail. To add an Italian touch to the food offering, and to celebrate the opening of new hotel Il Palazzo Experimental in Venice, the highly-acclaimed gastronomy collective Italian Supper Club has created a delicious cicchetti menu.

Henrietta Hotel and Campari invite travellers and Londoners alike to raise a glass to the centenary of the iconic Negroni cocktail with this unique pop-up in the heart of Covent Garden.

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Henrietta Street

Henrietta Street

London

United Kingdom

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