ATYPICAL CUCINA ITALIANA
More info
Atypical Cucina Italiana is a chef-led hospitality concept born in Monopoli, Puglia. Created by Chef Patron Massimo Sollai, it combines authentic Italian cuisine, contemporary presentation, premium ingredients and highly personalized service. Its distinctive model places the Chef at the centre of the guest experience, connecting kitchen, team and dining room. Developed in an international tourist market and validated by guests from around the world, Atypical is now preparing for selective international expansion, beginning with Dubai and the GCC.
Origin
Established 5 April 2025 in Monopoli (BA), Puglia, Italy. Currently operating 1 location in Monopoli.
International
First international expansion currently under development, with Dubai, UAE as the primary target market and selected GCC markets to follow.
Target markets
United Arab Emirates, Qatar, Kuwait, Bahrain, Oman, Turkey, United Kingdom, United States and selected European markets.
Primary market. Dubai, UAE.
Partner profile
Atypical is seeking an experienced, ambitious partner with strong knowledge of the premium F&B and hospitality sector. The ideal partner should have proven operational capabilities, access to prime locations, financial strength, and a long-term vision for multi-unit development. More importantly, they should understand and protect Atypical's chef-led hospitality philosophy, service culture, culinary identity, and attention to detail.
"Atypical was born in Italy but validated by guests from around the world. Our opportunity now is to partner with ambitious developer-operators who understand that we are not simply exporting an Italian restaurant - we are exporting a chef-led hospitality model built around authenticity, exceptional service and genuine human connection. Dubai is the natural first step in building Atypical into an international brand." - Massimo Sollai, Founder & Chef Patron
A Strategic Dubai Pop-Up: Dec 2026 - Feb 2027
As part of its Dubai market-entry strategy, Atypical is also open to launching a temporary restaurant in Dubai from December 2026 to February 2027, ahead of the development of the permanent flagship location. Rather than being conceived as a smaller version of the brand, the temporary restaurant would operate as a fully immersive Atypical hospitality experience, allowing the concept to be introduced directly to Dubai’s international audience while creating valuable real-market insight before committing to the final permanent restaurant. The three-month project would provide an opportunity to validate key elements including guest response, menu performance, pricing, service model, operational flow, brand positioning and location dynamics within the Dubai market.
Importantly, Founder and Chef Patron Massimo Sollai would be available to relocate to Dubai for the entire duration of the project, personally leading the kitchen, team training, service culture and guest experience. This would ensure that the first expression of Atypical in the UAE is delivered with the same authenticity, standards and personal chef-led hospitality that define the original restaurant in Italy.
The temporary project could also serve as a strategic platform to build local awareness, engage potential investors and partners, develop relationships with suppliers and hospitality stakeholders, and create an initial base of loyal Atypical guests before the permanent flagship opens.
For Atypical, the objective remains clear: Dubai should be the first major international destination for the brand. A carefully executed temporary restaurant could make that first step even stronger, reducing development risk while building anticipation for the permanent Atypical is available for both permanent flagship development and a strategic three-month Dubai pop-up from December 2026 to February 2027, led personally by Founder and Chef Patron Massimo Sollai.Atypical Dubai.