Flavio Briatore, the Italian entrepreneur and former Formula 1 team manager, is set to expand his luxury pizza chain, Crazy Pizza, with the inauguration of a new location in East Hampton, New York, on 47 Montauk Highway.

This opening marks the brand's second U.S. outlet, following its successful debut in SoHo in early 2023. The new establishment is scheduled to open in early June, representing the 22nd location globally and a significant milestone in the brand's international expansion, which commenced in 2019.

Crazy Pizza is designed as more than just a dining venue; it aims to deliver a comprehensive experiential dining atmosphere, as described by Briatore.

The concept features pizza chefs performing acrobatic dough-tossing routines set to DJ music, all within a retro-glamorous environment characterized by sleek red wood finishes.

The venue is designed to accommodate approximately 100 guests and includes a bar with seating for 10, offering cocktails such as the Crazy Spritz, which combines prosecco and grapefruit.

The brand has garnered attention from high-profile investors, including model Heidi Klum, who expressed her enthusiasm during the SoHo opening event.

Klum praised Crazy Pizza's offerings, commenting on its standing among New York's dining venues.

Executive chef Simone Cavalagli will oversee the menu, which includes specialty pizzas made with a unique unleavened dough, topped with high-end ingredients such as house-made Iberico ham and fresh black truffles.

Crazy Pizza's expansion reflects Briatore's vision of sharing the luxurious Monégasque lifestyle across various global cities, from Monte Carlo to Riyadh, and is positioned to transform each dining experience into a social event.