Tag: Primo’s

Frederick Hotel

The Latest Hot Spot: Primo’s

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Nestled inside Shimmie Horn’s Frederick Hotel is Primo’s, “a veritable hot spot.”

On a recent Thursday night, the nostalgia-steeped bar was filled with hip downtown types, who lounged on velvet banquettes and sipped classic cocktails (try the “Double Dirty” martini, laced with white anchovy and piquillo pepper) at the marble bar. And while the Tribeca spot feels wholly original (where else can you play out Mad Men fantasies and rub shoulders with Jake Gyllenhaal?), the brothers [Noah and Aisa Shelley] insist that it’s a nod to the city’s great drinking dens of yore.

According to Noah:

Primo’s couldn’t exist without icons like Bemelmans We wanted Primo’s to similarly communicate the idea of a great city called New York.

And thanks to The Frederick, they got what they wanted.

Frederick Hotel

The Frederick Hotel

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Shimmie Horn’s Frederick Hotel has been featured in Vogue. With its new eatery opening at the beginning of the month, Primo’s has been slated to “bring considered downtown vibes to an area that hasn’t been known for its late-night hospitality since the Odeon defined the city’s after-hours scene in the 1980s.”

With the recent success of new businesses in the area, managing partner Aisa Shelley felt ready to take the plunge with this cool, funky new place. With interiors designed by Camilla Deterre, the place features a “mismatched terrazzo tile floor” within an Italian style art deco and Mediterranean coast.

There is a broad mirror creating an optical illusion if you’ve drunk a few too many and round tables with jewel-colored stools.  Daryl Nuhn is the wine developer, making the beverage  90 percent natural.  For those wanting to eat there you have a choice of going totally healthy (tons of veggies prepared all sorts of ways) or going back to your childhood for sandwiches and pasta.  Of course, no matter what your choice is (healthy or decadent) you simply will not be able to resist the “special pistachio-Pernod scoop in its affogato, with coffee from Brooklyn’s Variety” thanks to a joint project with Morgenstern’s!