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The Experimental Negroni Club

  • 08/10/2019 to 13/10/2019

A London Cocktail multi-sensory pop-up that will celebrate 100 years of the Negroni, complete with a light installation and bespoke menu of CAMPARI cocktails!


Henrietta Hotel, 14-15 Henrietta St, London, WC2E 8QG
08/10/2019 to 13/10/2019


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 where guests will be transported to the unique world of the Negroni with a light installation and a bespoke menu of cocktails.

Set amongst the busy shops and boutiques of Covent Garden, The Experimental Negroni Club will provide a great little escape... hidden away on the mezzanine, you'll be 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's story began back in 1919 when Count Camillo 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 you 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 ceiling with 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.