Tell Me Over a Negroni: When Cocktails Become Canvases
On the evening of 23rd September 2025, London’s Frameless, a venue already known for pushing the boundaries of immersive art, was transformed into something truly unexpected: a living gallery where Negronis became the medium, and human emotion the brushstroke.
Presented by Campari, the iconic Italian bitter and close friend to bartenders worldwide, as part of the 13th annual Negroni Week, Tell Me Over a Negroni was a one-night-only experience that blurred the lines between mixology, memory, and digital art. At its core was a simple, yet powerful idea: that stories shared over cocktails can inspire new forms of artistic expression.
Photo: Campari
Cocktails as Creative Catalysts
The evening began, fittingly, with a Negroni in hand. Each ticket entitled guests to one complimentary drink, with the option to choose between a Negroni or a Crodino Spritz 0.0%, Campari’s sparkling non-alcoholic aperitivo. But this wasn’t just about cocktails. It was about stories in liquid form. The true innovation unfolded as bartenders, storytellers in their own right, invited participants to reflect on their sensory and emotional responses while sipping.
The Negronis on offer were anything but ordinary, curated by some of the world’s most acclaimed bartenders, each bringing their own interpretation of the iconic serve:
Classic Negroni by Lucia Montanelli (Head Bartender at the Dorchester Hotel): Campari, sweet vermouth, gin, finished with a slice of orange.
Negroni Extra by Giorgio Bargiani (Head Mixologist at The Connaught Bar): Campari, sweet vermouth, extra dry vermouth, gin, and Elisir di Elicriso.
El Guardian by Carina Soto Velásquez (world renowned bar owner, including Equal Parts in London and Candelaria in Paris): Campari, tequila blanco infused with hops, sweet vermouth, grapefruit bitters.
Le Zeste by Emilie Loiselle (Head Bartender at the Swift Bar): Campari, dry vermouth, rosé vermouth, blanco tequila, burlesque bitters, lemon peel.
Passione al Caffè by Francesco Delfino (Bar Manager at Henson’s Bar and Social): Campari, sweet vermouth, gin, passion fruit syrup, coffee liqueur, milk.
Forever Madame by Jasmine Bouyer (Head Bartender at Equal Parts): Campari, cognac, chocolate liqueur, Pineau.
Watermelon Negroni by Alessandro Barbari (Bar Manager at Amaro Bar): Campari, dry vermouth, gin, watermelon cordial.
From the familiar warmth of the Classic Negroni to the bold innovation of the Watermelon twist, the menu reflected the cocktail’s versatility while honouring its century-old tradition. Each creation told a story of place, palate, and personal vision, reminding us that the Negroni is a global icon constantly reinvented through culture and craft.
The Creative Force: Ouchhh Studio
What made Tell Me Over a Negroni so groundbreaking was not only the drinks but the experience that unfolded around them. The event’s creative partner, Ouchhh Studio, is a global leader in data-driven art. With over a decade of pioneering work at the intersection of art, science, and technology, Ouchhh has transformed cities, galleries, and public spaces with its poetic digital installations.
For this event, Ouchhh introduced an entirely new layer of storytelling. Using cutting-edge AI and EEG technology, the studio captured guests’ emotional and sensory brainwave data as they sipped their chosen Negroni. These neural responses were then translated into real-time generative artworks, projected onto Frameless’s expansive surfaces.
The result was a living, breathing environment where flavour met feeling. Bartenders shared the inspirations behind their Negronis, while guests watched their emotions ripple across walls and ceilings in shifting colours and patterns. Every participant became both muse and artist, walking away with a personalised digital artwork — a visual record of how their mind responded to taste.
An Atmosphere of Connection
Far from being a typical cocktail event, Tell Me Over a Negroni carried a sense of collective energy. The venue pulsed with colour and sound, layered with the warm bitterness of Campari and the unmistakable vibrancy of Italian culture. Between sips and projections, conversations flowed naturally, embodying what Negroni Week has always been about: not just celebrating an iconic cocktail, but fostering community.
Campari’s choice of Frameless as the backdrop elevated the experience. The immersive environment allowed the artwork to engulf the audience, creating the impression that one was physically stepping into the emotional landscapes generated by taste and memory.
Negroni Week 2025: More Than a Drink
Now in its 13th edition, Negroni Week has grown into a global movement that extends far beyond the glass. From 22nd to 28th September 2025, more than 1,800 venues across the UK took part in celebrations, each bringing their own flair to the iconic cocktail.
This year’s edition was as much about creativity as it was about charity, with proceeds supporting Slow Food, the global organisation advocating for a better food and drink future. Across the UK, Negroni-themed menus, workshops, art trails, and music-driven evenings reminded us that the Negroni is not just a cocktail, but a cultural icon capable of inspiring collaboration across industries.
Photo: Campari
And then there’s the simple truth: sometimes all you need is some cool art and a Negroni. Whether it’s sipping a Rhubarb & Apple twist at a neighbourhood bar, exploring an immersive gallery in Marble Arch, or collecting limited-edition prints in Soho, Negroni Week invites people to celebrate life’s most vibrant moments through a glass filled with equal parts tradition and reinvention.
More Than a Drink
Tell Me Over a Negroni was not just an event; it was a statement. It redefined what it means to celebrate an iconic cocktail, turning the Negroni into more than a drink—it became a creative medium, a cultural touchstone, and a shared artistic experience.
By the end of the night, it was clear: the Negroni is more than a cocktail of gin, vermouth, and Campari. It is a conversation starter, an emotional catalyst, and, when paired with imagination, a canvas for art.
