THE CONCEPT

Caffé Simone grew out of shared meals and long conversations in the Moroccan home of founder Soufiane. Together with his first flatmate Simone, he brought friends together around improvised dinner tables, turning simple ingredients into generous, memorable meals. These moments became a natural meeting point of cultures, rooted in hospitality, food, and time spent together.

Inspired by Simone’s way of connecting people through cooking, a garage was transformed into an intimate Italian dining space. This reflects a traditional Italian approach to food: using modest, everyday spaces to create warmth and togetherness. Caffé Simone merges Moroccan warmth and colour with Italian tradition and flavour, where the travel and beach spirit of Tamraght–Taghazout meets Milan’s retro café culture. It is a place for a quick coffee, a long lunch, or an intimate dinner. The menu draws from local markets and seasonal produce, celebrating both Moroccan and Italian culinary traditions. The kitchen takes inspiration from Sicily’s ancient food culture, shaped during the Emirate of Sicily (831–1091), when Arab and Italian flavours came together. These shared Mediterranean influences form the foundation of the cuisine today.

OUR WORK

House of Narrative translated this personal story into a clear and coherent concept. We worked on defining the narrative, positioning, and overall identity of Caffé Simone, ensuring the story, space, and culinary approach aligned. Our work focused on shaping a concept that feels grounded, culturally layered, and true to its origins, while providing a clear framework for communication and experience.