08-07-2019
The counter at Amor, the pizzeria of Gruppo Alajmo and Philippe Starck opened to the public on Wednesday 10th April in Corso Como 10 in Milan, tel. +390247703699 (photos from Lido Vannucchi)
There’s a recurring number ten in the first Milanese adventure of the Alajmofamily, the owners of 10 restaurants in Padua, Venice and Paris. The eleventh establishment is the first in Milan and opened to the public on April 10th, at number 10 in Corso Como, one of the most iconic locations in town. «We’re very happy», Raffaele Alajmo, Ceo of the group told Identità Golose, «of launching this new concept, our first fast casual restaurant. Amor has an extra R compared to Amo, the establishment opened in 2016 at Fondaco dei Tedeschi in Venice». It is entirely focused on pizza, especially the steamed Pjzze with a J, as in Alajmo, which they presented during the 2013 Identità Milano congress. «We’ve patented every step of this preparation, from the pre-cooking to the first steam cooking in the oven, to the service of the dish». «It’s fast, but it’s not fast food», Massimilianopointed out, «at Amor fast must be a perception in terms of taste, a consequence of all the work we’ve developed so that this kind of food can be elegant whereas it is usually heavy. We started from Neapolitan pizza, we conceptualised it and alajmisedit, paying attention to one feature above all: lightness, in every step».
The design inspired by Venetian masks
A place for sharing
Open from breakfast till after dinner
It's also a take away place
Raffaele and Massimiliano Alajmo and Philippe Starck
Steamed pizza - Crema Eccezionale
Masscalzone with prosciutto and mushrooms
Masscalzino - Crema Eccezionale
Reviews, recommendations and trends from Italy, signed by all the authors of Identità Golose
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born in Milan, 1973, freelance journalist, coordinator of Identità Golose World restaurant guidebook since 2007, he is a contributor for several magazines and teaches History of gastronomy and Culinary global trends into universities and institutes. twitter @gabrielezanatt instagram @gabrielezanatt