Flamboyant Italian tycoon and former boss of the Benetton and Renault F1 racing teams, Flavio Briatore is to launch his Crazy Pizza concept in the UK, after securing a site in London, MCA has learnt.

The entrepreneur, who currently operates three sites under the concept in Monte Carlo, Porto Cervo and Dubai, is believed to have secured the Carluccio’s in Paddington Street, Marylebone.

The concept is part of Briatore’s Billionaire Lifestyle Group, which also includes Japanese restaurant Sumosan Twiga in London’s Sloane Street.

The group also owns the Billionaire Mansion club concept, and the Crazy Fish brand.

It also operates under licensing the Cipriani, Coya and Beefbar formats.

On Crazy Pizza, the company states: “Our goal is to welcome our clients in an establishment that is the best restaurant and the best pizzeria at the same time. The motto of our Chefs and pizza makers is to please the customer in every way. This is the reason why, almost all dishes of our menu have a gluten-free variant and are good for celiacs.”

David Muslin at CBRE is believed to have acted on the Paddington Street deal.