We have a pop-up shop in London next week, for five days only, dedicated to all things The Life Negroni, our latest book. Located in the heart of Shoreditch, in Old Street, the space is designed to excite any true bon vivant and aficionados of the cocktail. Here on sale will be copies of The Life Negroni, and unique prints and posters inspired by the art, design and advertising featured in the book.
Published by Spinach Publishing, The Life Negroni is the story of the illustrious cocktail and the world it represents. This delicious 300-page coffee table book is the story of the history, ingredients, personalities, music, art, design, fashion, poetry and politics.
And we’ve been receiving some incredible reviews!
Stephen Bayley wrote in The Spectator: ‘It is a gorgeous book offering voyeuristic insights into a way of life which may never have existed anywhere other than the imagination, but one that is no less intoxicating for that…’
‘Be warned: this is a gripping read,’ wrote Time Out
The book takes the readers on a little road trip of sorts around the world to meet the distillers, mixologists, drink historians, aficionados and aesthetes who champion the Negroni. We visit craft gin distillers in London, makers of Vermouth di Torino in Piedmont, and the king of all bitters Campari in Milan.
We trace the drink’s history to 1919 and its alleged birthplace in Florence, and meet with the ancestor of the contesting Corsican family. We explore a world far beyond a cocktail – one that has been the patron of the arts, has embraced pioneering design, branding and advertising, of free spirits.
The Life Negroni is a story that spans generations. It is a story of Italy, of la dolce vita, of Futurism, of aperitivo. It is a story of love and duels, fought to preserve the spirit of a cocktail. It is, above all, a celebration of the pleasures of living.
To quote Stephen Bayley once more: ‘I was reminded of Luc Sante’s epic No Smoking of 2004, a masterpiece of book design. It is an album, a love letter, a guide, a memoir and a rich source of graphic delight. Only hedonists would enjoy such a thing.’
The shop will be open from November 30 to 4 December in Old Street Underground Station, London EC1Y 1BE.
Read more about the book here.