Pianoforte Holding goes “beyond” fashion and launches its first diversification project by choosing the food sector and a prestigious partnership such as the one with Sophia Loren, who will give its name to the nascent restaurant chain. After all, the belief of the Neapolitan families Cimmino and Carlino, who control Pianoforte Holding and the brands Yamamay (homewear and underwear), Carpisa (suitcases) and Jaked (swimwear), is that the post-Covid recovery will be driven precisely by food.
Sophia Loren-Original italian food a Firenze
If so far the pandemic has postponed the project devoted to catering now – thanks to the government green light for the reopening, albeit only outside, of bars and restaurants in the Yellow areas – now is the time for the inauguration. It will be Monday 26 April in Florence, in the central Piazza della Repubblica, a stone’s throw from the Duomo, where the first “Sophia Loren-Original Italian food” bar-restaurant-wine bar is ready: 1,500 square meters once occupied by Unicredit, spread over three levels, with ten windows overlooking the arcades, never more strategic than today because, in this first phase, it will be possible to serve starred courses and Neapolitan pizzas only in the 60 outdoor seats (for the 270 indoor seats it will be necessary to wait until June 1, according to provisions of the latest decree law).
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Per now only outdoor seats, signature pizzas
The pizzas are signed by Francesco Martucci, best pizza chef in Italy 2020 with the local ‘I Masanielli’ of Caserta; the kitchen is directed by Gennarino Esposito, two Michelin star chef patron of the Torre del Saracino restaurant in Vico Equense, while the pastry is entrusted to Carmine di Donna. The operation is headed by the company Dream Food, chaired by Luciano Cimmino (also president of Pianoforte Holding) who is the relative majority shareholder with 40% and is flanked by the Carlino family (28%), with whom he also controls Pianoforte Holding, and by a group of entrepreneurs and professionals (Sergio Ubaldo, Carlo Palmieri, Ivo Maria Redaelli, Nicola Giglio) and a financial company.
Million-dollar royalties to Sophia Loren
A millionaire license agreement was signed with Sophia Loren which also includes royalties on collections. Dream Food’s investment for this first venue is close to two million euros. The project plans to build an international chain, and in fact they already are openings are scheduled in Milan and Naples and then abroad (Dubai, Miami, Shanghai), where the name of Loren, a symbol of elegance and Italian spirit, will hopefully drive the business. “We both have Naples in our hearts and we want to offer an experience of Italian cuisine,” says Luciano Cimmino.