As Maison Assouline and Swan's Bar celebrates its 10th anniversary, this milestone offers a moment to reflect on the bar's transformation into a cornerstone of London's elite social scene. What began as a refined complement to the luxury bookstore has evolved into an integral part of the Maison Assouline experience—a space where the worlds of literature, art, and high-end mixology intersect. Located in the heart of Piccadilly, this elegant venue is more than just a bar; it’s a symbol of the Assouline brand’s 30-year commitment to culture, luxury, and a curated taste unparalleled in the city.
A Temple of Culture and Design
Maison Assouline’s London store is housed in a historic Grade II-listed building, originally designed by esteemed British architect Sir Edwin Lutyens in the 1920s. Once the headquarters of Midland Bank, this architectural gem exudes the grandeur and opulence of its era. The building’s high ceilings, intricate woodwork, and stately columns provide a fitting backdrop for the Assouline brand, which has made a name for itself by celebrating luxury, culture, and timeless design. Inside, the store is a sanctuary where literature, art, and design converge, reflecting the Assoulines’ vision of creating a haven for lovers of art, fashion, and travel.
Every corner of the store is thoughtfully curated, with each book displayed as a work of art in its own right. From the visually stunning covers to the meticulously crafted content within, the books on display are not just items for sale; they are treasures that invite visitors to lose themselves in a world of culture and creativity. The space blurs the boundaries between books and art, creating an atmosphere of intellectual luxury where the finer things in life are celebrated.
Swans Bar: A Decade of Elegance and Innovation
At the heart of Maison Assouline’s London store lies Swan's Bar, a sophisticated oasis that has become one of the city’s most exclusive and sought-after destinations. Swan's Bar was conceived not just as a place to enjoy a drink, but as a carefully curated experience that complements the elegance of the bookstore itself.
Swan's Bar has gained renown for its opulent cocktails, each one a masterpiece of mixology. The menu is as carefully crafted as the books that line the shelves, with drinks inspired by the themes and aesthetics of Assouline’s iconic publications. Under the expert guidance of Gabor Onufer, who joined from the award-winning bar at Claridge's, Swan's Bar has evolved into a haven for cocktail enthusiasts. Onufer’s meticulous approach to his craft, emphasising the use of premium ingredients to elevate each cocktail to the level of fine dining, has set a new standard in London’s vibrant cocktail scene. His innovative "switching" technique—where alcohol is separated from other liquid components to create unique flavour profiles—exemplifies his commitment to pushing the boundaries of mixology.
In celebration of the anniversary, we had the opportunity to discuss some of the bar's highlights and signature offerings with Onufer. When asked about his favourite cocktail, Onufer mentioned that while his go-to drink is a classic Negroni, "it also depends on the mood, time, and location."
Sourcing spirits for the bar's extensive collection can be challenging, with "Tears of Llorona Extra Añejo and Reservoir Holland’s Milkman" being particularly difficult to obtain, making the collection of spirits sought after. As for the most expensive drink on the menu, it’s the Glenmorangie 1963, "a rare and vintage Scotch of exceptional taste and quality," earning its place in the prestigious "The Impossible Collection of Whiskey" curated by Assouline. Onufer notes that the team’s approach to curating the travel series menu is equally thoughtful, "drawing inspiration from recently released or upcoming Travel books and their respective locations," with only the best concoctions making it onto the menu.
But it’s not just the drinks that make Swan's Bar special; it’s the seamless integration of two worlds not often paired together that sets it apart. Imagine delving into a copy of Assouline’s Dior series, a tribute to the legendary fashion house, while savouring a cocktail that mirrors the elegance of haute couture. Or perhaps exploring the pages of the Tulum Gypset book, accompanied by a tropical drink that transports you to a far-off paradise. At Swan's Bar, every drink is an extension of the stories told in Assouline’s books, creating a multisensory experience that is as memorable as it is enjoyable.
Among the bar's most enchanting offerings are the Lake Como and Ocean Wanderlust cocktails, both of which transport guests to their exotic namesakes through a blend of artistry and flavour. The Lake Como cocktail is a stunning visual delight, featuring a creamy, blue-and-white velvety egg-white base crowned with intricate, edible artwork of the world-famous lake. This decadent drink, combining Boatyard Double Gin, Acqua di Cedro, Amaro Santoni, and ginger switchel, delivers a taste as captivating as its picturesque presentation. Meanwhile, the Ocean Wanderlust cocktail served in a striking seashell, evokes the invigorating essence of the ocean with its bold blend of Papa Salt Gin, Seaberry Vodka, Everleaf Marine, White Port, and a surprising touch of sea urchin.
These exceptional cocktails are best accompanied by the bar's carefully curated cheese board, featuring a distinctive selection of artisanal cheeses sourced exclusively from the UK. The richness and depth of the cocktails find their perfect counterpart on the board, where the creamy textures and robust flavours of the cheeses enhance the complexity of the drinks. This pairing not only elevates the dining experience but also creates a uniquely British culinary journey, making it a truly unparalleled offering at Swan's Bar.
James Lachica: A Visionary with a Legacy of Luxury
The success of Maison Assouline’s London store and Swan's Bar is not only a testament to the vision of Prosper and Martine Assouline and their children but also to the leadership and creativity of James Lachica, the store's director. With a background rooted in luxury, and having previously worked with LVMH, Lachica brings a deep understanding of what it means to create an exceptional experience. His upbringing in Scotland, surrounded by precious objets d'art and antiquities, has given him a unique perspective on the value of artistry and craftsmanship. This appreciation for the finer things in life is evident in every detail of the London store and Swan's Bar.
Lachica’s vision for Maison Assouline extends beyond merely selling books and serving drinks. He sees the store as a cultural landmark, a place where the past and present merge to create something truly extraordinary. His ability to blend the traditional with the contemporary has made Maison Assouline a destination for those who seek an experience that is both intellectually and sensually fulfilling. Under his direction, the London store has flourished, attracting a discerning clientele who appreciate the brand's commitment to luxury, culture, and taste.
The Importance of the Tenth Anniversary
The 10th anniversary of Swan's Bar is more than just a milestone; it’s a celebration of the Assoulines' vision and the realisation of a dream that has surpassed even their highest expectations. Over the past decade, Swan's Bar has evolved from a refined complement to the luxury bookstore into an integral part of the Maison Assouline experience. It has become a destination where culture and luxury come together in a way that is unmatched in London.
This anniversary also marks a moment of reflection on the brand's journey and the future that lies ahead. As Maison Assouline continues to evolve, the store and bar will remain at the forefront of London's cultural and social scene, offering new experiences and delights for years to come. The combination of luxurious books and opulent cocktails has proven to be a winning formula, attracting a clientele who appreciate the finer things in life. Swan's Bar is not just a place to enjoy a drink; it is a space where memories are made, stories are told, and the art of living is celebrated in its most exquisite form.
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Maison Assouline
Address: 196A Piccadilly, London W1J 9EY
Phone: 020 3034 1197
Words by Jheanelle Feanny
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