Ten years ago, a refrigerator door in Barcelona quietly opened onto what would become one of the most influential cocktail bars in the world.
As Paradiso celebrates its first decade, we revisit its journey with co-founders Giacomo Giannotti and Margarita Sáder through a 10+1 question interview, alongside a documentary capturing the bar’s evolution from dream to global icon.
Words by Eleni Nikoloulia
In the heart of El Born in Barcelona, hidden behind a pastrami shop fridge door, Paradiso has spent the past decade redefining what a cocktail bar can be. Founded by the creative duo Giacomo Giannotti and Margarita Sáder, the bar has grown from an ambitious speakeasy into one of the most influential cocktail destinations in the world. The accolades tell part of the story: after being named One To Watch early in its journey, Paradiso steadily climbed the rankings of The World’s 50 Best Bars, entering the list in 2018, eventually reaching No.1 and being crowned The World’s Best Bar in 2022, the first time the title went to a venue outside New York or London. In recent years it has continued to rank among the very best bars globally, including No.4 in the world in 2023 and 2024, confirming that its influence is anything but fleeting.
But numbers and rankings only tell part of the story. I was lucky enough to be there in Barcelona on Paradiso’s 10th birthday, witnessing first hand what makes this place special. What strikes me every time I return -and I go back every year- is that the team never takes anything for granted. Instead, Paradiso continues to evolve year after year: new ideas, new menus, new techniques, always driven by the same relentless curiosity. Just as importantly, the hospitality remains exceptional. Behind the creativity and theatrical cocktails stands a team that understands something fundamental about bars: that the real magic happens in how you make people feel.
To celebrate a decade of creativity, Paradiso marked the milestone with two projects that capture its journey beyond the bar counter: a documentary telling the story of its rise from dream to global icon, and the release of the book “Paradiso: From Dream to Legacy,” a visual and narrative archive of ten years of menus, techniques, people and ideas that shaped the bar. Together, they reflect not just the evolution of a venue, but the philosophy that Giacomo, Margarita and their team have championed from day one: Curiosity, imagination, and the courage to keep pushing boundaries.
So, to mark ten years of Paradiso, we asked 10+1 questions to the people behind the fridge door.
- If Paradiso were a cocktail, what would it be, and why?
Giacomo: Paradiso would be our Supercool Martini not only because it’s one of our most iconic serves but alsobecause it captures the essence of the bar and what we have built in the last 10 years. To create it we use a technique called supercooling, where the liquid is chilled to subzero temperatures without freezing. This is then poured tableside into a sleek, ultrathin martini glass that frosts instantly upon contact. Just like Paradiso, it’s precise yet playful, rooted in craft but designed to surprise, the perfect blend of science, theatricality and magic.
2. What is the craziest or most unforgettable night you’ve seen behind the fridge door?
Giacomo: There have been many crazy nights, but I’ll never forget the first month when I was completely alone behind the bar.
The place suddenly got packed, completely full, and I remember thinking there was no way out. I didn’t know where to escape or how I was going to manage it. But I kept going. I smiled, raised my hands, and pushed through the service.
Some nights, in the middle of service, everything collapsed behind me: plumbing exploding, electricity failing, total chaos. And in front of me were journalists, industry people, important guests. So, I did the only thing you can do in those moments. I kept smiling, kept serving and I tried to hide all the mess happening behind the scenes.
And then, of course, there was the night we won The World’s 50 Best Bars. We were lucky it was here in Barcelona. Coming back after the gala and celebrating with the team behind that fridge door was unforgettable. Pure emotion. Pure energy.
There were many crazy nights. But what I remember most is that smile and the inner drive to keep going, to live many more nights like that.
3. What is one moment from the last 10 years that made you think, “Yes, this is why we do this”?
Giacomo: Every time I see a guest experience wonder, the smile when a drink arrives, the moment they realise they’re inside a bar hidden behind a fridge, that is my “yes” moment. It takes me back to my family’s gelateria, where I first learnt the power of hospitality, make people feel cared for and you create memories.
4. If you could send a message to your Day-1 selves, what would you say?
Giacomo: I would tell him to be proud, truly proud, of what we built and of the character we showed along the way. Over these ten years, we faced challenges, difficult moments, and plenty of uncertainty. What makes me proud is the resilience, the determination, and the way we chose to respond every time adversity appeared.
I would also tell him to keep that hunger alive, the drive to keep pushing, to keep surprising people, to keep sharing energy with the team, and to pass on the knowledge that only experience can bring. Growth is not just about success; it is about evolution. Business, life, and this industry can be complex. But in the end, what truly makes the difference is how we face those complexities: with courage, curiosity, and the willingness to never stop learning.
I feel fortunate to do what I love, what genuinely excites me. And if I could send one final message, it would be this: Keep pushing. Keep believing. Stay hungry. We are just getting started.
5. What is the biggest myth people have about running a world-famous bar?
Giacomo: That every day is glamorous. The truth is its very hard work from research, to prep, training, and it is a continuous labour of love and patience. Running an award-winning bar regardless of the awards is about the commitment to detail and our guests’ experiences that’s what keeps us evolving.
6. What’s the most unusual guest request you’ve ever received at Paradiso?
Giacomo: There have been many, really many unusual requests over the years. Some guests honestly think our glassware is a souvenir and try to take it home with them, and that happens more often than you would imagine.
But one moment I will never forget was during the early years. One night, a girl stood up on a barstool in the middle of service and decided to propose to her boyfriend. Earlier, she had come to me and said, “When he comes back from the bathroom, please lower the music a little… I want to propose to him.” At first, I thought she was joking. But she was completely serious, maybe a little tipsy, but very determined.
So, there we were: midnight, the bar completely packed, the team in full-service mode. I lowered the music slightly, and she asked me to play one of their favourite songs. Then she stood up on the barstool and proposed to him in front of everyone. It was chaotic, emotional, hilarious, and somehow very beautiful at the same time.
That is the magic of bars. You never know what kind of crazy, unforgettable human moments are about to happen.
7. If Paradiso could talk, what do you think it would say about the last decade?
Giacomo: I was born from a dream carried from Tuscany to Barcelona, built with love, persistence and a team that never stopped pushing boundaries.
8. Who are the people without whom Paradiso would not be the same as it is today?
Giacomo: Our team. From the early days when it was just a couple of us to the incredible family we have now. Their creativity, passion and hospitality are what make Paradiso more than a bar, they are the heartbeat of it.
9. In 10 more years, what do you hope people will say about Paradiso?
Giacomo: That we continued to evolve, to innovate and to care. That Paradiso remained a place of imagination and exceptional service, rooted in hospitality and curiosity.
10. What inspired the team at Paradiso to create both a documentary and a book to celebrate your 10-year anniversary? And what key message or legacy do you hope people will take away from these projects?
Giacomo: The book, Paradiso: From Dream to Legacy, is the physical memory of everything we have built. The menus, the techniques, the people and the dream that started in my family’s gelateria. Seeing a decade of work captured on its pages feels magical. We hope people reading it feel inspired to chase their own dreams with love and imagination.
You can watch the documentary about Paradiso’s journey here:
11. Margarita, as a leading woman in the bar world, how do you want to influence and support other women in the industry?
Margarita: By creating opportunities, visibility and safe spaces. Through our Women & Hospitality initiatives, I want women to feel empowered to lead, to innovate and to stay in this industry long term. We need more voices, more diversity and more shared inspiration. That is how the future becomes better.
