The restaurant is the result of a collaboration between Majestas, founded by Flavio Briatore, and the Altamarea Group.
“Crazy Pizza is more than a pizzeria,” says its founder, Flavio Briatore. “It’s a whole experience.” Briatore, an Italian entrepreneur and Formula 1 icon, has brought the Crazy Pizza concept to New York, marking the restaurant’s 16th location since the brand’s inception in London in 2019.
Even before the official opening in SoHo, videos were circulating on social media showing chefs in white jackets spinning large discs of dough in an elegant, burgundy-toned dining room.
Investor Heidi Klum shared her excitement about the launch and her high regard for Crazy Pizza. “This may sound biased, but Crazy Pizza has the best pizza in New York,” she said, following a pre-opening event attended by her, Briatore, and their daughter, Leni. In a promotional video, a disco ball shaped like a pizza reflects light around the room, while ABBA plays in the background, setting the vibe for Crazy Pizza’s signature dough-spinning performances.
“When it comes to pizza, I wanted to offer something different—something that’s not just about food but an experience with entertainment, music, DJs, and energy,” Briatore explained. Crazy Pizza is part of Briatore’s Majestas hospitality group, which he leads with Francesco Costa.
The New York branch, developed in collaboration with the Altamarea Group, is housed in the former Osteria Morini space and features a playful, retro-inspired design by Michele Bönan and Nusla Design, giving the restaurant a nostalgic yet vibrant atmosphere.
The menu, developed by executive chef Simone Cavalagli, aligns with Crazy Pizza’s offerings across all its international locations, which include London, Milan, Kuwait, and Saudi Arabia. “Everyone loves pizza,” Briatore says, “but we wanted ours to be a lighter option.” Crazy Pizza’s dough is low-yeast and thin-crust, produced exclusively in a mill in Puglia, Italy, to reduce gluten and additives. “We use top-quality ingredients, from the mozzarella to the tomatoes. Consistency in quality is essential,” he adds.
The menu features pizzas like the Tartufo with shaved black truffles, a classic Margherita, and the Catalina with prawns, adding a seafood twist. Beyond pizza, guests can enjoy tomato-forward pasta dishes and breaded chicken options, which the restaurant dubs “crazy pleasures.” The cocktail selection, curated by beverage director Daniele Giovinazzo, takes inspiration from classic Italian songs, enhancing the nostalgic and lively dining experience.
The New York opening is just the beginning of Crazy Pizza’s planned U.S. expansion. Briatore is actively exploring other major American cities for new locations, with Los Angeles, Miami, and Las Vegas in sight. “Next week, I’ll be in Las Vegas for the Formula 1 race and will be meeting a friend about a possible location,” Briatore revealed.
With ambitious expansion plans, Crazy Pizza promises to bring its unique blend of pizza, entertainment, and atmosphere to more U.S. cities in the near future, creating an elevated pizza experience that’s far from traditional.
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