Why did you and Tom Dillon start Apicii, and what does the name mean?
Tom and I started Apicii in 2011 dreaming to create a best-in-class restaurant company. The name dates back to 400 A.D. to a group in Rome who published the first cookbook, Apicius, named after Marcus Apicius, the first-century Roman gourmand who was famed for his love of hospitality, luxury, and revelry.
Tell us about your renovation and rebranding of the Lion to Casa Apicii.
The opportunity to sign a 20-year lease for the Lion, a truly magnificent space on one of the best blocks in Manhattan, is a dream come true. We decided early to name it Casa Apicii to represent our ethos of creating remarkable [restaurants] through collaboration. We partnered with Casey Lane, chef-owner of the Tasting Kitchen in Venice, California.
You are working at the Montage Beverly Hills, Hotel Figueroa in Downtown Los Angeles, and the Pendry West Hollywood. What are some highlights?
Georgie and the Garden Bar are our second projects with Montage. It’s also our second collaboration with chef Geoffrey Zakarian, and we worked with Gachot Studios on the design. The Hotel Figueroa is a collaboration with Casey Lane and Dushan Zaric (New York’s Employees Only co-founder). We’re working with Studio Collective on 17,000 square feet of restaurants, bars, and lounges. The Pendry West Hollywood will blur the lines of lifestyle and luxury—it’s going to be a fabulous addition to the Sunset Strip.
What are diners looking for today?
People are looking for comfortable environments, regardless of price point. As technology takes over every aspect of people’s lives, diners [want] creative approaches to familiar foods that cater to a wide range of occasions—from a glass of wine and a salad to five courses—in an environment that fosters vibrant energy, conversation, and friendly service. All of our projects reflect those ideas.
What should restaurant designers pay attention to?
Sometimes people forget the experience of the diner and get overly engaged on the architectural details. The comfort level of the diner is paramount, and that is often lost through overly conceptual vast spaces.
