Apulia

Mr. Sassa arrived in London several decades ago, driven by a distinctive dream: to channel his hospitality expertise into a prime London location that would both educate local diners about his beloved Apulia and celebrate the cherished recipes his nonna lovingly prepared for him. With passion and purpose, he envisioned a restaurant that evokes the genuine spirit of southern Italy—a space so evocative it transports guests straight to 1940s Apulia, far from the city’s bustle. Tasked with bringing this vision to life, we immersed itself in the culture and landscape of the region, dedicating extensive research to capturing the era’s authentic palette. We delved into the typical colors and hues found in Apulia during the late 1940s, selecting uplifting tones and subtle patinas to craft an atmosphere that is at once joyful, welcoming, and unmistakably Italian. The design intentionally champions simplicity and humility, forgoing extravagance in favor of genuine warmth and understated elegance. Every detail—from the vintage market finds to regional furnishings—was chosen to reinforce honesty and authenticity. The result is Apulia: a proud homage to heritage and heart, where diners experience not just exquisite food, but the vibrant legacy of Mr. E’s southern Italian roots, lovingly reimagined for London.