Prominent celebrities such as Leonardo DiCaprio, Lewis Hamilton, Flavio Briatore, members of the Kardashian clan, J. Balvin, Post Malone, Thibaut Courtois, and Lionel Messi are among the familiar faces connected to Jordan Rocca. Based in Genoa in 1981, Rocca founded Toy Room, a club known for its exclusive guest list and high-energy nights that drew the attention of the world’s nightlife audience.
Rocca maintains a diary filled with contact details for hundreds of famous guests. He initially planned to follow his father’s path as a shipping broker, yet his passion shifted to nightlife. He swapped the oil trade for unforgettable parties hosted in some of the most flamboyant venues around the globe. Even stories from the Titanic era echo the sentiment that Rocca relates to his luxury network, with invitations and private sessions becoming a hallmark of his calendar. London recently welcomed a new weekly experience at Lío de Londres, a collaboration with Sanjay Nani’s Grupo Pachá, signaling a pivotal moment for West End nightlife.
Rocca is widely regarded as one of the best-connected people in the industry. When friends call, he answers with ease and gratitude, grateful for a talent that makes social circles shimmer. Those fortunate enough to fly in private planes often reside in majestic mansions, where social energy is intense and the party is relentless.
His mascot, a playful bear named Frank, has become a symbol of vibrant nights that span from Dubai to Delhi and across Athens and Ibiza. For night owls seeking a memorable time and a generous budget, Lío offers an escape through the Toy Room experience in London, which opened its doors on March 17 in the historic Café de Paris space in the West End.
Toy Room London was established in 2014 by Jordan Rocca, turning Lío into a global brand with a formula that blends cabaret, music, dance, and gastronomy. The concept drew inspiration from Ibiza, where Toy Room hosts a weekly session every Wednesday, reinforcing a model that travels well across major nightlife capitals.
Parties in Ibiza, Mykonos and London
For Rocca, cementing a London footprint in partnership with Grupo Pachá represents a major milestone. He notes that the exclusivity and Toy Room experience have been embraced after making waves in Ibiza and Mykonos. Each party retains the core vibe—great energy, standout hip hop and R&B, performances by renowned artists and top DJs, efficient service, and a focus on guest experience—while adapting to the local flavor of each city.
The London opening carries emotional weight, coming from a place between the Balearic Islands and the capital where Rocca first entered the nightlife industry. There, he partnered on a project that laid the groundwork for Toy Room with top DJs and a club culture that has earned global acclaim over eight years.
With roots in Rome and an MBA in Business Administration, Rocca blends a savvy understanding of nightlife with a passion for gastronomy. He has explored ventures in plant-based cuisine as a partner in vegan burger concepts, expanding into Spain after success in London and New York. His portfolio includes investments in projects that unite dining and club culture under one roof, reflecting a broader strategy for a sophisticated, image-conscious crowd.
He is also connected to an exclusive London club concept celebrating Caribbean influence and Windmill Soho, combining cabaret, dining, and club experiences in a space that channels theatrical energy.
Hooligan Frank Wins in the British Capital
Lío’s London venue now hosts a standout Saturday program featuring Frank, the bear mascot, in a setting designed by the renowned Spanish architectural firm Lázaro Rosa-Violán. The historical value of the site helps shape the space—previously Café de Paris, a London landmark since 1924—ensuring many architectural elements are preserved to evoke classic elegance. The venue features high mirrored ceilings, a dramatic double-height DJ booth, and a layout that invites guests to move between the main ballroom and mezzanine, all while enjoying Toy Room’s signature blend of cuisine, cabaret, music, and dance shows.
Guests find themselves at the center of the action, watching performances from the heart of the main floor or from elevated vantage points. Saturdays showcase a seamless mix of entertainment, fashion, and hospitality that defines the Toy Room brand and its London incarnation.