Pier Daniele, the visionary behind Seu Illuminati, opened up about his journey in the pizza world, blending influences from his Roman and Sardinian roots. With a background far from the typical hospitality industry, he delved into the world of pizza in 2018, alongside his partner Valeria, who left behind a career in fashion to join him.

The Best Chef: So, let’s start from the beginning. When did you decide to enter the world of pizza, and what pushed you to open a pizzeria?

Pier Daniele: I’ve always been passionate about food, even though no one in my family was in catering. It was a personal decision. When I met Valeria, who came from a fashion background and had lived in America and London, we decided to dive into the pizza world together. She left her fashion career behind, and we started living together in Rome. At that time, I was already working in the field, and Valeria believed in me more than I believed in myself, which encouraged me to take the leap and open a pizzeria.

Before opening Seu Illuminati in 2018, we spent a year at the Central Market in Termini, where I had the chance to work with Gabriele Bonci. After that, we opened Seu Illuminati on March 12, 2018. Things quickly took off from there. Our first international collaboration came with Bulgari, followed by expansions to Dubai, W Rome, W Ibiza, and St. Regis. This journey has been incredibly rewarding, and we’re now preparing for a new opening in Sardinia this summer.

It’s been amazing to see how our small idea has grown into an international concept. Every step of the way has been driven by our shared vision, and we’re excited to continue evolving and exploring new opportunities.

The Best Chef: And you’ve definitely succeeded in creating something unique. What is the concept behind Seu Illuminati?

Pier Daniele: The concept behind Seu Illuminati is to take traditional Roman pizza and give it a modern twist. We didn’t want to just be another pizzeria in Rome; we wanted to create an experience. From the moment you step inside, you’re not just eating pizza—you’re immersing yourself in the atmosphere. The design, the atmosphere, the service—all of it is carefully crafted to make the experience as unique as the pizza itself. We aim to elevate the traditional while respecting its roots, combining classic flavors with a more metropolitan, modern setting. We want to bring this style of pizza to a global audience, which is why we’ve expanded internationally.

The Best Chef: That’s great to hear. You’ve expanded internationally, with locations in places like Dubai and Ibiza. What has driven this international growth?

Pier Daniele: The decision to expand wasn’t just about growth for growth’s sake. We always had this idea that Seu Illuminati wasn’t just a pizzeria limited to Rome. We wanted to show that Italian pizza can transcend borders and adapt to different places and cultures. We opened in Dubai, then Ibiza, and now we’re planning to expand further. The idea is to bring our vision of pizza to places where people might not have experienced this style of Roman pizza before, but where there’s an appetite for high-quality, creative food. The international locations help us share our vision with a broader audience while staying true to the core of what we do in Rome.

The Best Chef: So, it seems like your focus has expanded beyond just Rome. You’re now present in other parts of the world, correct?

Pier Daniele: Yes, that’s right. We’re definitely more present in other locations than just Rome. In Rome, we only have Seu Illuminati and Tac, which is the Roman-style pizzeria we opened a year ago. Tac is a completely different concept from Seu Illuminati because we wanted to do something new and different. We didn’t want to keep doing the same thing over and over, so we switched things up and went back to the origins. I started with Roman-style pizza, which is what I know best, so Tac is a return to my roots.

The Best Chef: What are the future plans for Seu Illuminati? Any new projects in the works?

Pier Daniele: We plan to elevate Seu Illuminati by introducing a tasting menu and more creative, shareable dishes that go beyond just pizza. We want to keep things fresh and exciting, which is why we switched things up with Tac—we wanted a change. We’re also planning to open a workshop to experiment with different types of dough and leavened products, giving us more room to innovate.

Additionally, we’ll be doing a summer pop-up in Sardinia in collaboration with W Hotels, as part of a larger hotel project. It’s exciting for me, as I haven’t been to Sardinia in years, even though I started my career there working at Phi Beach in Baia Sardinia. The island is beautiful, especially in summer, and I’m looking forward to bringing Seu to such a stunning location.

The Best Chef: What’s your favorite ingredient to work with?

Pier Daniele: I really enjoy working with ingredients that bring bitterness and acidity—these are the flavors I love most. I’m especially drawn to vegetables because they offer so many possibilities. For example, tonight we made a pizza with celeriac, which is a very interesting vegetable. With vegetables, you can extract complex, subtle flavors that aren’t as easily achieved with meats or other ingredients. The challenge with vegetables is knowing how to cook them properly; many places use pre-made jars, but true flavor comes from careful preparation. When you focus on just one ingredient, like with our absolute concept, you discover how that single element can bring a variety of nuances to the dish. It’s part of our Mediterranean culture, and it’s important to trust your team to experiment and create. Everyone in the kitchen should feel free to express their ideas, and I believe that’s what makes the work truly beautiful.

The Best Chef: Finally, what advice would you give to young pizza makers or anyone looking to enter the world of food today?

Pier Daniele: My advice is to stay true to your own vision and never stop experimenting. It’s important to understand the traditions and foundations of what you’re doing, but you shouldn’t be afraid to push boundaries. And most importantly, focus on the customer experience. If people love what you’re doing and they come back for more, then you’re on the right track. Don’t just follow trends or copy others—be authentic and make something that’s truly yours.

Valeria Zuppardo, the creative force behind the dynamic team at Seu Illuminati, brings a unique blend of experience from her fashion career to the world of pizza. With a passion for exploring new cultures and ideas, Valeria’s journey took her from the world of international sales in the fashion industry to co-pioneering a global pizza concept with her husband, Pier Daniele. After years of working in London and Milan, Valeria decided to embrace the culinary world alongside Pier Daniele in 2018. Her expertise in communication and business management, combined with her keen eye for design and atmosphere, helped shape the distinct identity of Seu Illuminati and its expansion into international markets.

The Best Chef: Valeria, it’s great to have you with us! Can you tell us a bit about your background before you entered the world of pizza?

Valeria: Absolutely! I’ve always been a great traveler. After graduating in 2005, I moved to London for an internship, determined not to stay in Rome. I studied communication, but at that time, there wasn’t much buzz around digital or social media. I wanted to learn English and dive into a different culture. In London, I ended up working in fashion PR and later moved into sales due to my language skills, which eventually led me to travel extensively across the US, New York, Chicago, and Paris. My career in fashion took off, and I ended up working with big names like Michael Kors. But all of this changed when I met Pier Daniele and stepped into the pizza world.

The Best Chef: What was it that made you pivot from fashion to pizza?

Valeria: When I met Pier Daniele, I was working in fashion, and I honestly never expected to get involved in food and beverage. But seeing Pier Daniele’s talent and passion for pizza made me realize how special this world was. I started helping him with numbers and business plans for his pizzeria, and little by little, I got drawn into it. I had always worked for big companies, but managing our own pizzeria became something incredibly exciting. It was never part of my plan, but when I saw his potential, I couldn’t resist being part of the journey.

The Best Chef: You’ve created a very dynamic space with Seu and Tac. What’s the concept behind these pizzerias?

Valeria: Both Seu Illuminati and Tac have distinct concepts, but they share the idea of creating an environment where pizza is more than just food. It’s about the experience—vibrant, modern, and social. At Seu Illuminati, we wanted a place that didn’t just serve pizza but also gave people the experience of a lively, positive, metropolitan atmosphere. Tac, on the other hand, represents a return to Roman-style pizza, which is deeply rooted in tradition but still evolves with modern flair. It’s all about making pizza exciting and accessible, blending heritage with innovation.

The Best Chef: You have successfully expanded internationally. What motivated this global growth?

Valeria: From the beginning, we wanted Seu Illuminati to be more than just a pizzeria in Rome. We felt that Italian pizza could be appreciated globally, and we didn’t want to limit ourselves. Expanding to international locations like Dubai, Ibiza, and St. Regis was a natural progression. It wasn’t just about growth; it was about showing how pizza could transcend borders while still staying true to its roots. It’s been amazing to see how well our concept resonates in different cultures and environments.

The Best Chef: What’s the secret to maintaining such a positive atmosphere with your team, especially when there are challenges?

Valeria Zuppardo: There are certainly challenges we face, especially with staff who may not be highly specialized or fully committed to the dream. In the service industry, it’s a common issue, and not everyone dreams of being in this field. The secret is to involve the team in the project, make them feel part of the dream, pay them well, and provide stability. We didn’t come from this industry, so we have a very healthy approach. We believe in fairness, stability, and respect, and that’s how we try to build a positive atmosphere. If you don’t offer them a decent salary and the opportunity to grow, they can’t thrive. It’s important to create an environment where everyone can pursue their own dreams, and that makes the work environment positive.

Personal Instagram: Pier Daniele Seu Instagram

Pizzeria’s Instagram: Seu Illuminati Pizzeria   Tac Thin & Crunchy Pizzeria

Seu Illuminati address: Seu Pizza Illuminati Via Angelo Bargoni, 10 – 18, 00153 Roma RM

Tac address:  TAC Thin and Crunchy Via Fiume delle Perle, 136-138, 00144 Roma RM