Maison St-Germain launch pop-up bar in Soho
Showcasing its first London residence following a string of successful pop-ups across the globe, French liqueur brand St-Germain has transformed a central Soho Square townhouse into a veritable hideaway of botanical delights and luscious cocktails in its latest summer set-up.
Teaming up with floral designer Emily Baylis, also known as “June in March”, the installation, which takes guests on a journey celebrating the decadence of summer in the spirit of the 1920s, intends to echo the luxurious indulgence and floral notes laced in each of its signature drinks. It is no surprise, then, that everything about this residency is lavishly Instragramable – providing expensive-looking backdrops and delicious-seeming props that are sure to ignite the most envy-inducing FOMO.
On entry, guests are able to meander along blossoming corridors, while canopies of lush blooms float dramatically overhead, as visitors are invited to meet the florist and pick up a seasonal bouquet to start their immersive journey. There’s then a dimly lit “green room” complete with a floor-to-ceiling flower display, live string jazz band and an array of beautifully adorned cocktails to taste. The global brand ambassador Camille Ralph Vidal has crafted each one, and they come beautifully garnished and boasting fruity notes to provide further sensory delight. The signature St-Germain Cocktail is the stand-out choice and is pleasantly thirst quenching, mixing the elderflower liqueur with dry sparkling wine and a lemon twist.
But simply tasting these concoctions isn’t enough at Maison St-Germain, and led upstairs to a charming speakeasy guests are able to try their hand at making their own. Behind an ominous-looking curtain, stripped bare of the flowers decking out the rest of the residence, a charismatic barman is on hand to talk through the complementary tones of each crafted drink.
St-Germain has pulled out all the stops to put on a mesmerising show for attendees, which will have taken months of careful creation – and this level of perfection and intricate attention to detail is one that reflects the very essence of this fruitful liqueur. It’s a mind-boggling fact that over 1,000 elderflowers are used in every bottle of St-Germain, so it’s no surprise that this pop-up packs quite a punch too.
Anna Dack
Maison St-Germain is at Soho Square from 27th until 29th July 2017 from 12pm to 8pm daily at 2 Soho Square. Admission is free, with one free drink token allocated per guest. For further information visit the website here.
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