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.