Ivan Simeoli was labelled crazy by his own staff to even attempt opening an Italian restaurant with his head chef, Enzo Gustiniani, in an area dominated heavily by curry houses.
When you think of Brick Lane, immediately the senses revert to the colourful tastes and smells of restaurants bustling with swaths of people, simply looking for good food and a great atmosphere.
Ivan, who has cooked for some high profile celebrities such as Al Pacino and has provided the catering on the official opening of the National Gallery is no stranger to providing a personalised culinary experience for each of his customers.