An Italian trattoria and pasta shop will be the newest addition to The Market, a collection of independently-owned shops specializing in artisanal goods which opens in Santa Monica Place on May 20.
Primi Al Mercato is a new concept by Piero Selvaggio, the restaurateur behind the Valentino Restaurant Group, which has locations in Santa Monica, Las Vegas and Houston.
While his other restaurants cater to a sit-down formal dinner crowd, Selvaggio envisions Primi Al Mercato as a relaxed atmosphere where diners can swing in for a bite to eat, an espresso or simply to purchase ingredients for a meal at home.
“Finally, we will have the same sense of piazza, and people can walk around as they do in Europe,” Selvaggio said.
Primi will have two components — a retail side called Laboratory di Pasta as well as a casual dining section where patrons can order small plates of pasta with homemade sauces created from Farmers’ Market ingredients.
The Laboratory di Pasta will feature handmade pastas, some made in front of customers as they roam the store, as well as exotic ingredients, including a dry pasta from Italy made with gold dye.
If they can’t wait until they get home to indulge, Primi will have a menu focused on the traditional Italian course by the same name, which includes small plates of pasta and other light items.
Primi al Mercato is the seventh Market tenant announced. Other establishments include the Kings Road Café, a high-end coffee house, as well as the Gourmandise School of Sweets and Savories and Community Kitchen, which will offer classes, chef demonstrations and cookbook signings, amongst other things.
Daily Press