A New Kind of Negroni Celebration With Campari x Ouchhh Immersive Experience

This September, London becomes the stage for a one-night journey that reimagines how we experience both art and cocktails. On Tuesday 23rd September 2025, the immersive venue Frameless will host an evening that blurs the lines between storytelling, mixology, and digital art. At the heart of the event lies the Negroni, Italy’s iconic red aperitif, serving not only as the drink of choice but also as the creative spark behind a groundbreaking installation.

The experience, designed in collaboration with the acclaimed collective Ouchhh, places bartenders at the centre of the narrative. Long recognised as listeners, confidantes, and keepers of untold stories, bartenders’ reflections will be transformed into visual artworks projected across the gallery’s walls. Alongside these stories, bespoke twists on the classic Negroni will be served, each cocktail a flavourful echo of the tale it represents. Guests won’t just be watching or sipping, they’ll be part of the story, as real-time brainwave data is translated into personalised digital artworks they can take home as a memento.

The celebration doesn’t stop at Frameless. Throughout Negroni Week 2025 (22nd – 28th September), a network of Negroni Lounges across London, including Equal Parts in Hackney, Nessa in Soho, and Nightjar in Carnaby, will host curated menus, live performances, and creative workshops. the global showcase of the world’s best-selling classic cocktail*. An art trail linking these venues will allow visitors to collect exclusive prints from artist Lena Yokoyama, making the city itself part of the gallery.

Negroni Week will see more than 1,800 UK venuesdonating a portion of proceeds from Negroni cocktails or Negroni-related items tothe official charity partner, Slow Food, a global organisation dedicated to supporting the hospitality community.

Further highlights include takeovers from Milan’s legendary Camparino in Galleria, landing first at The Alchemist’s Negroni Bar and later at Bar Jackie in Broadwick Hotel. Add to that masterclasses, complimentary Negronis for RSVP guests, and DJ sets from Mind Enterprises, and you have a week-long celebration of taste, creativity, and connection.

It’s an invitation to slow down, listen, and share stories, proving that sometimes the best conversations really do begin over a Negroni.