WATCHFID INTERVIEWS

ALIREZA NIROOMAND

Alireza Niroomand

Creative Director, the Sant’Ambroeus Hospitality Group.

Alireza Niroomand.

Dear Alireza, thank you for welcoming us to your new Parisian Restaurant, the Sant’Ambroeus, located in the deep heart of Saint Germain des Prés.

Before we start talking about this new place, let’s talk about you. You have lived in several cities with very different energies. And in particular, New York. What did you like about NYC?

Just like “Yes, we can”, anything is possible in NYC.

No matter where you come from, anything is possible. You’re not stuck; ultimately, you are your own limit. You don’t need to speak English to succeed. I love this diversity.

This city is important to me because I really launched my career here in New York.

Milan then: so different! What did you particularly enjoy?

This elegance and refinement is particularly evident in men. Dressing well is quite easy.

I would also add civic-mindedness.

Alireza Niroomand.

And today, Paris: is it finally your favourite city? What do you like most about Paris?

All of the cities that I have lived in are dear to my heart: New York City, Milan and Paris, but also Tehran, the city where I was born and where my roots lie.

Paris holds a special place in my heart because it is the city that gave me my chance.

Sant’Ambroeus is a Milanese institution that is setting up shop in the heart of St Germain des Prés for the first time. In a few words, can you introduce us to the group?

Sant’Ambroeus has been operating in Milan since 1936, but the group was established in New York City in the 1980s. Today, it is an institution with more than fifteen locations (ten restaurants and six cafés) in the United States and Europe.

Our roots are definitely in Milan, with touches of New York inspiration added along the way. Tomorrow, we will add a French touch. Thanks to our American “signature dishes” and the atmosphere of the restaurant, we have managed to stand out in Milan among the many restaurants specialising in Italian cuisine. It was quite a challenge.

Sant’Ambroeus Paris.

What makes this new place in Paris special?

I adore Saint-Germain-des-Prés. Sant’Ambroeus is set to become a neighbourhood restaurant — a place where friends can meet in a refined setting.

I like to think of it as an extension of my home, a place where I can entertain my friends.

Sant’Ambroeus Paris.

Your role is absolutely fundamental. You are like a “chef d’orchestre”, responsible not only for managing the restaurant team, but also — and perhaps most importantly — the customers. How do you see this role? What are the keys to success?

We only launched the restaurant in early December, so there’s a lot to do and everyone is still finding their feet.

Wait a second!

Alireza gets up to welcome some unexpected customers, rearrange the tables and brief his front team, before rushing back.

I love this job because it encompasses everything I enjoy. Hospitality, people, encounters, quality cuisine, fashion, art, music… life itself!

I pour my heart and soul into everything I do. I make sure that everything you see reflects who I am.

Our architect (Fabrizio Casiraghi) has designed the most beautiful restaurant I know, and we are now in the process of making it our own and taking ownership of the space. I am adding personal touches and objects created by friends. That’s what it means to create a new meeting place.

I know you are very attached to beautiful things, whether it be clothing, shoes or accessories. You’re considered as one of the most elegant men in the world. What are the important criteria in your choices?

Funny you should mention that, because I think the other career I could have pursued is in fashion.

I’ve loved getting dressed up for as long as I can remember — it’s a passion I’ve had since childhood. I can’t explain my criteria; they’re very instinctive. I can dress up in a suit and tie as easily as I can in jeans and trainers.

I could go shopping every day — it’s practically an obsession!

Alireza Niroomand.

You have some very beautiful watches, which are unusual and suit your personality. How do you choose them?

Firstly, I only ever wear vintage watches: these are the kind of watches that speak to me.

When I was younger, I liked Rolex models, but now I’m drawn to understated watches with a unique character. Nothing ostentatious, in any case.

Today, for example, I’m wearing a Patek Philippe Ellipse from the 1980s, which is really understated, but I could have worn my Cartier or my Piaget. But it would always be a vintage watch.

Don’t bother looking at the time on my watch though; although I always wear a watch, I never wind it up, so it’s never on time!

Patek Philippe Ellipse, ref. 3848.

Cartier Tank Arrondie, ref. 96041.

What is your relationship with time?

My job involves dealing with a series of emergencies. It’s like a giant game of Tetris that seems impossible to solve, but I manage it every day using a method I can’t explain – I just do everything on instinct!

We prepare seating plans every day before service. However, during service, I adapt them depending on unforeseen circumstances. It can be stressful at times, but we always find solutions.

Where in the world would you choose to go if you had 48 hours of absolute rest ahead of you?

Since you mentioned rest, well, right now I would sleep, and I would not leaving my bed!

I’d love to have 48 hours of freedom ahead of me.

Your next destination?

An island. My girlfriend. And my children.

What are the essentials in your travel bag?

I’m off to an island, so I’m packing a pair of vintage 501 jeans, a white T-shirt and a swimsuit!

There is an essential member of the team – perhaps the real star – that I would like you to present: I’m talking about Maurice. How long has he been with you? Any anecdotes?

I had an incredible experience a year ago. I opened a restaurant here in Paris and welcomed Maurice, my dachshund, into my life that same week. Maurice, who is just over a year old, follows me everywhere.

When I flew to Milan with him as a puppy, he managed to open his bag and hid in the cabin for most of the trip!

Nowadays, he travels in the luggage rack on my bicycle when I come to work. He never leaves my side.

Alireza and Maurice.

Ali, thank you so much for your time, congratulations and best wishes for this wonderful place. And happy holidays!

Check out the Sant’Ambroeus official website.