Celebrated St James’s restaurant 45 Jermyn St. is marking its tenth anniversary with a vibrant new collaboration with Madrid-born artist and designer Jaime Hayon. Launching in time for Frieze London, the partnership unveils a series of bespoke restaurant awnings alongside limited-edition cocktails and handcrafted chocolates inspired by Hayon’s signature aesthetic.
The new artwork extends Hayon’s long-standing relationship with Fortnum & Mason, whose flagship store adjoins 45 Jermyn St. His distinctive visual language, defined by bold colour, playful abstraction, and surrealist whimsy, first appeared in Fortnum’s window displays and later in the restaurant’s menu design, which he created in 2024.
Reflecting the energy of London’s art week, the new awnings introduce a burst of colour and movement to St James’s, combining geometric forms and vibrant hues that mirror the artist’s “graphic universe.” Hayon said: “The canopy design is a playful dance, where my graphic universe unfolds in colour and form – a vibrant embrace of joy and surprise. These shapes were born in bars and restaurants, sketched freely on paper while sharing a drink or a meal with friends.”
To accompany the launch, 45 Jermyn St. has created an anniversary cocktail and chocolate collection inspired by Hayon’s palette and motifs. The new Sunrise Mary offers an aromatic twist on the classic, blending tomato juice with smoky harissa and charred pepper. The Noon Carnival combines tequila blanco, pineapple, and blue curaçao in a nod to Hayon’s carnival-inspired works, while The Guest of Honour, a Negroni-style serve, unites Irish whiskey, Mirafiore vermouth, and Campari. Complementary chocolates infused with salted caramel, pistachio, and coconut further echo the artist’s colourful world.
Executive chef Sam White said: “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 collaboration launched 10 October to coincide with Frieze Week, celebrating a decade of creativity, design and dining excellence at one of London’s most iconic restaurant institutions.