Princi, the new Italian bakery/cafe in Wardour Street in London, has attracted lots of attention and people, since opening a few months ago. It is a partnership between Alan Yau (ex Wagamama, Hakkasan and others) and Rocco Princi who has 3 similar bakeries in Milan.
At the moment of entry, your senses are assaulted by a long wide display of pastries and cakes progressing to savouries, salads and hot food. Eager Italian staff in quasi bakery uniforms stand behind the counter, and do their best in an imperfect system of ordering and payment. Despite this, the place is packed day and night, and there is a buzzing atmosphere about it which is compelling. Maybe the undercurrent of slight chaos adds to the charm.
Will there be more branches in future? Judging by its current success, it seems likely. But somehow that would be a pity. As it stands, it’s just a very good reason for a special trip to Soho.