NoHo Hospitality, the group behind Locanda Verde, The Dutch, and Lafayette, open their second location of Bar Primi in the heart of Midtown’s Penn District (349 West 33rd Street, between 8th & 9th Ave). This new opening brings all of the energy and vibrancy of the downtown restaurant, to a new additional uptown location. Bar Primi Penn District is an Italian oasis amidst nearby city attractions with expansive indoor dining and a lush and verdant outdoor dining area hidden away from the bustling neighborhood where guests can enjoy the primi piatti-focused menu and Italian-inspired cocktails.
Bar Primi Penn District’s menu pays homage to its original Bowery location, featuring many dishes that were on the original opening menu almost a decade ago. Signature dishes include the AC’s Antipasti Salad; Meatballs In Sugo; Pappardelle with ragu bolognese; Vesuvio Scampi with spicy rock shrimp, as well as other Primi pasta favorites. Dishes range in size, with smaller dishes on the Antipasti and Vegetable Piccolini menu sections like the Burrata Pockets with calabrian honey, and Hot Knots with Italian Chili Crisp, to larger Secondi courses such as the Sea Bass alla Griglia with olive muffuletta, and Little Hen Under A Brick with piccata sauce. The Dolci offerings include Bar Primi’s iconic since-day-one Tiramisu, as well as sweet offerings like Lemon Cream Zeppoli and Pistachio Gelato with fennel caramello.
The cocktail menu is all things Italian. Inspired by the expansive outside dining area, a portion of the menu was designed to transport guests to an Italian piazza with cocktails such as Piazza Julep with Cynar, bourbon, grapefruit, lime, raspberry syrup, and mint, served in a sunflower ceramic; Smokey Luigi with cucumber-infused mezcal, Aperol, Dolin Blanc, and bitters; and a Sicilian Daiquiri with rum, lime, pistachio orgeat, pistachio oil, and a pistachio sugar rim. For a fun twist on a classic cocktail, guests can also order a Negroni jello shot by Solid Wiggles or sip on the iconic Frosé, which was originally created by Managing Partner Justin Sievers at Bar Primi. In addition to the cocktails, Beverage Director and Master Sommelier Josh Nadel has created a wine program that celebrates and highlights indigenous Italian grape varieties, with an opportunity to discover new wines and producers, as well as Italian classics from Barolo, Abruzzo, Sicily, and more. With a nod to Bar Primi’s new neighbor, Madison Square Garden, there will be a robust beer list featuring domestic and local beers on tap like Greenpoint IPA, Von Trapp Lager, Ommegang Witte, Saison Dupont, as well as some fun Ponies & Tallboys, and Spaghett’, which combines Highlife, Aperol, and lemon.
Taking over a former warehouse on 33rd Street, NoHo Hospitality worked with the New York-based studio Meyer Davis, helmed by Will Meyer and Gray Davis, to design the interiors. Embracing the building’s industrial history, Meyer Davis opened up the facade with expansive steel-framed windows and doors that look out to the expansive and lush patio of the restaurant, half a block in size that seats 100 and features a Breccia Capraia marble bar. A vibrant color palette is carried from the interiors for a harmonious, warm, lively, and inviting atmosphere, creating a memorable outdoor dining experience that is unique to the neighborhood and city. Upon entering, guests are immediately met by a stylish central bar that features a bold color palette, Calacatta Viola marble, and glazed tiles. Meyer Davis intentionally incorporated a layered palette mixing organic materials against vibrant colored and patterned materials to foster an energetic yet familiar ambiance, perfectly capturing the spirit of the Primi brand. The line between indoor and outdoor space is further blurred with a large preserved tree installed in the center of the 135-person main dining room, while the private dining room, which seats 30-40, offers a moody and intimate atmosphere. The curated artwork throughout is inspired by the restaurant’s character, which provides bold accents and a bit of cheekiness. The team collaborated with local artisans for many of the design details, including a hand-painted mural of Bar Primi’s brand character, a woman with a bow-pasta in place of her face, crafted by Finley, a Brooklyn artist, as well as a digital art installation by BD White, who was commissioned by the team to recreate his original mural that adorns the side of the Bowery location’s building,
With more than 75 collective years of experience in the hospitality industry between them; Chef Andrew Carmellini, Luke Ostrom, and Josh Pickard have produced some of the industry’s most-talked-about establishments. Andrew Carmellini’s cooking is soulful and flavorful, rustic and refined, and is deeply inspired by his childhood and parents’ focus on simple, delicious, well-made food, which is reflected in Bar Primi Penn District’s menu, working alongside Luciano Duco, as Chef della Cucina and Managing Partner, of Bar Primi and is joined by Justin Sievers, as General Manager and Managing Partner.
Bar Primi Penn District will be open for Dinner Sunday through Thursday from 5pm to 11pm, Friday and Saturday from 5pm to midnight, with plans to extend operating hours to lunch and weekend brunch later this Spring.
