London & South East

Authentic Italian dining arrives on Shaftesbury Avenue

Primo London Restaurant- Soho

Decorated in the artwork of rock legend and Rolling Stones star Ronnie Wood, Primo in Shaftesbury Avenue is a brand new Italian restaurant in Soho. Primo opened its doors to hungry Londoners in December 2012 and through its simple, yet elegant design the restaurant is the perfect addition to a very vibrant part of the City.

The 70-cover site is the first Primo restaurant in the UK and is situated in the former location of French restaurant Incognico. The restaurant mixes fantastic design with a friendly, neighbourhood feel to create an environment which is perfect for dining and relaxation.

Primo’s 70 cover glass front displays the elegant internal décor to passers-by and showcases the brand’s traditional Italian Cichetti bar. The bar provides guests with a place where they can enjoy a selection of light bites whilst catching a glimpse of the chefs hard at work.

Primo London Restaurant- Soho

Upon entering Primo Shaftesbury Avenue, an impressive chandelier greets guests, whilst a stunning mix of marble and wooden flooring is used throughout the site. The interior design is understated, yet works perfectly to complement the cuisine and includes luxury banquette seating, waiter stations and leather backed chairs.

The design of the restaurant – valued at £300k – was conducted by Paul Smith, the Managing Director of Stoneforce and has a very light and minimalistic feel to it. Working on Primo, Stoneforce carried out stone works and joinery works, completed many specialist finishes and installed the site’s timber flooring.

Primo London Restaurant- Soho

When asked about the issues involved with such a development, Paul commented: “Primo is located within a residential area and therefore there were time restrictions and parking and delivery restrictions during the works. However we worked hard to deliver exactly what the client wanted and we are very pleased with the finished restaurant.”

Primo London Restaurant- Soho

Paul added:

“It is very important to design and deliver a quality fit-out within a budget and to the client’s requirements and expectations. At Stoneforce we pride ourselves on being able to complete all of our work on time, within budget and to the requirements of the client. Primo in Shaftesbury Avenue was no exception.”

Established in 1995, Stoneforce has grown steadily to become a leading residential, retail and commercial specialist contractor operating in the UK and overseas in a broad range of commercial and private environments. The company offers robust design, budget and project management skills; the highest quality delivery; and a professional yet personal approach to providing innovative solutions to challenges – right the way through to client handover.

Primo London Restaurant- Soho

As well as the understated, yet beautiful décor, Primo Shaftesbury Avenue is full of character and throws a few imaginative twists into the dining experience. Diners are welcomed by a friendly jester at the door, whilst the walls are clad in some choice pieces of artwork.

Primo Shaftesbury Avenue offers an extensive menu of classic Italian dishes including starters such as carpaccio of beef with rocket salad, parmesan and mustard dressing, gratin of aubergine, mozzarella and pesto with tomato sauce and parma ham and figs.

One of the main talking points of the new restaurant is the fantastic selection of pasta that is available, from homemade ravioli filled with ricotta and spinach with butter and sage, to fresh lobster linguine. Meanwhile, other mouthwatering main courses set to tempt diners include veal osso bucco with saffron risotto, dover sole meuniere and Chilean sea bass roasted with aromatic butter.

Primo London Restaurant- Soho

From the grill, diners can order Welsh organic lamb chops and Aberdeen Scottish rib-eye or fillet steak, whilst accompanying side dishes include zucchini fritte, homemade chips and creamed spinach. A classic selection of desserts rounds off the menu perfectly with tiramisu, almond crème brulee and an Italian cheeseboard selection.

An array of Italian wines will also be on offer to perfectly complement those Mediterranean flavors.

Italian born executive chef, Claudio Barchieri, has designed the authentic Italian menu at Primo Shaftesbury Avenue to ensure guests enjoy the perfect dining experience. Chef Barchieri was previously executive chef at No5 Cavendish Square and former head chef at San Carlo in Highgate. Claudio grew up and trained as a chef in Milan before moving to London to fantastic acclaim.

Primo London Restaurant- Soho

With the launch of Primo Shaftesbury Avenue also came the revival of a culinary classic that hasn’t been spotted in the West End since the Seventies. Primo revived the chicken Kiev from the doldrums of the frozen ready meal world, proudly advertising it on last month’s launch menu. The dish quickly became the most popular choice on the menu with up to 40 per cent of customers choosing it, according to head chef Claudio Barchieri.

Chef Barchieri said:

“The response has been amazing, night after night it is the most popular dish on the menu and already people are telling us they will be returning for it. When I came to London 18 years ago there was just one restaurant in Knightsbridge still serving it. But there has been nothing since then.”

As well as the traditional version — breaded chicken breast wrapped around a melted core of butter, garlic and parsley — Primo is experimenting with some “limited-edition” Kievs. During the opening month the restaurant offered a white truffle-infused alternative, whilst next year, Chef Barchieri promises a Kiev with mozzarella cheese inside.

Primo London Restaurant- Soho

Situated below ground level, Primo has a private dining room – Antinori Private Room – which can accommodate up to 20 guests. Antinori is one of the oldest and most distinguished Italian winery’s in the world and the intimate private room provides a contemporary and warm feel which is ideal for group bookings.

Antinori Private Room is perfect for those wanting to enjoy delicious Italian cuisine with friends or family and is available for lunches, dinners and special events, from parties and weddings to film shoots and product launches. Boasting an authentic Italian menu which caters for canapès, buffets and banquets, Antinori Private Roo

Primo London Restaurant- Sohom is a popular inclusion at the site.

Primo is open seven days a week from midday until 11pm. For more information about the restaurant or to take a look at the site’s impressive menu, please visit:

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