Press Release
45 Jermyn St. Celebrates a Decade of Service with an Exclusive Collaboration with Artist Jaime Hayon
This October, 45 Jermyn St., located in the heart of London’s St. James’s district, is celebrating its 10th year of service with the launch of bespoke restaurant awnings that are the result of an exciting collaboration with renowned Madrid-born artist and designer Jaime Hayon, alongside dedicated cocktails and chocolates to match.
The new artwork marks a natural progression from Hayon’s previous window displays with Fortnum & Mason, the Piccadilly flagship store adjoining 45 Jermyn St., where he first captivated audiences with his distinctive style, which has shaped contemporary design and art.
Coinciding with the launch of Frieze London from 10th October, the new awnings will bring a burst of colour and dynamic shapes to the restaurant’s exterior, echoing the energy and creativity of both the restaurant and the surrounding galleries. Reflecting his unique approach to colour and form, the design draws from Hayon’s signature palette, blending bold hues with playful, abstract shapes and illustrations.
Committed to promoting exceptional creativity, this new collaboration with Jaime Hayon is a continuation of the strong relationship between 45 Jermyn St. and the artist. Hayon previously designed the restaurant’s menus which have been captivating diners for the past year and has also worked with Fortnum & Mason on a striking window display that debuted during Design Week 2024. The menus take inspiration from playing cards, with an intertextual approach to layering motifs, colours and bold shapes featuring his colourful, amorphous figures.
“The canopy design is a playful dance, where my graphic universe unfolds in colour and form – a vibrant embrace of joy and surprise,” comments Jaime Hayon. “These shapes were born in bars and restaurants, sketched freely on paper while sharing a drink or a meal with friends. In that casual freedom, with pen in hand, the dreaming always begins”
As part of the celebrations, 45 Jermyn St. will also introduce a limited-edition cocktail menu and a curated selection of chocolates, each inspired by Jaime’s colours and themes. The handcrafted chocolates will be infused with salted caramel, pistachio, and coconut, each inspired by different aspects of Hayon’s work whilst the cocktails will combine vibrant flavours that mirror the hues of the awnings.
The invigorating Sunrise Mary is an aromatic take on the classic, layered with rich tomato juice, smoky harissa paste, and dusting of Pimentón de la Vera, finished with a flame-kissed charred pepper. A tribute to Hayon’s theatrical, carnival-like motifs, the Noon Carnival is bright, exotic, and refreshing. Crisp tequila blanco, sweet pineapple and passion fruit are blended with blue curaçao for a cocktail that is as striking in appearance as it is in flavour. The Guest of Honour, is a nod to Hayon’s The Guest, a - Negroni-style creation that celebrates many faces and many voices with its complex flavours crafted with Irish Whiskey, Italian Mirafiore Vermouth, and Campari Bitter.
“We’re incredibly excited to be marking our 10th anniversary with this dynamic collaboration,” comments Executive Chef, Sam White. “Jaime Hayon’s unique approach to design and colour brings the vision to life in a way that is both vibrant and sophisticated, much like 45 Jermyn St. This project is the perfect way to celebrate our anniversary and reaffirm our commitment to blending art and exceptional dining.”
The partnership will begin on 10th October, in time for London Frieze Week. This marks a unique opportunity for guests to celebrate art, design, and exceptional cuisine within a London dining institution.
ENDS
Notes to Editors
45 Jermyn Street, St. James’, London, W1A 1ER
For further information, please contact Fortnum & Mason at Gemma Bell and Company on: gregor@gemmabellandcompany.com or harriet@gemmabellandcompany.com