Bringing la dolce vita to Old Street Tube for the launch of our first title.
The Life Negroni is book about the iconic Italian cocktail, written, designed and published entirely in-house.
To mark the official launch of the book we decided to open a dedicated bookstore in the heart of London – Old Street underground station.
Our aim was to create an extraordinary space within the ordinary surrounds of this busy subterranean thoroughfare. A venue that literally oozed la dolce vita.
In the book, we hail the drink as more of a cultural muse than a cocktail, existing at the heart of a golden era of art, design and fashion. Needless to say, we had a rich seam to mine.
We procured classic brand advertising and drinks paraphernalia from Campari and Martini, curated a roomful of designer furniture and set up a dedicated Negroni bar to set the scene.
The cherry on the cake – or slice in the ice, as it were – were these original posters. Featuring book quotes and taking inspiration from the cocktail’s colourway, they illustrate our love affair with the Negroni and pay homage to the Futurist-inspired ads of the 50s and 60s