Feature: Welcome to Miami

Having played a fundamental role in establishing branches in Dubai and Monte Carlo, on top of overseeing the brand’s sole UK outpost, Amazónico’s Thomas Lecoq is about to help launch the group’s largest site to date – a gig that will see him move across the pond

In the former Allied Irish Bank building at 10 Berkeley Square, in the heart of London’s Mayfair, lies one of the city’s most vibrant fine-dining restaurants. Guests who venture through its doors embark on a colourful gastronomic expedition inspired by the flavours and cultures found in the Amazonian region, with influences from Asian and Mediterranean communities carefully threaded throughout.

“Amazónico is completely unique as a brand,” says Thomas Lecoq, general manager of the London restaurant, which is the concept’s only branch in the UK. The site does, however, have a handful of sister restaurants in select global locations. There’s Amazónico Madrid, the original site established by husband-and-wife team Sandro Silva and Marta Seco, which was soon joined by London and Dubai, both of which launched in November 2019. Monte Carlo opened in April 2024, bringing the multi-sensory dining experience to the rooftop of Place du Casino. The concept is part of the Paraguas Group (El Paraguas, Numa Pompilio, Ten Con Ten, Quintin and Aarde), also headed up by the Secos, which sits within the wider D.ream International portfolio alongside the esteemed company of Azumi Group (Zuma, Roka, Inko Nito, Etaru and Oblix), Coya Group and Nusr-et Group (Nusr-et and Salt Bae Burger).

“The food here is not complex, but it is new, it’s different,” adds Lecoq. “South America is vast and diverse! From the vibrant flavours of Peru, Argentina and Venezuela, to the delicate artistry of sushi, we offer an impressive variety – including a vast range of raw and marinated dishes. It’s all about beautiful quality meat and fresh fish.”

The menu at Amazónico is designed for sharing – something Lecoq admits he wasn’t used to at first. “I’m a French guy; in France, we don’t do sharing!” he laughs. “At first this was perhaps a little bit complicated for guests. But now, after more than five years, it’s something they really love. All the food is placed in the middle of the table – so many dishes and so much colour. It’s not something you see every day in Mayfair.”

Rainforest energy

At just 32, Lyon-born Lecoq has already carved out a reputation in London’s high-end dining scene, with his career in the UK capital beginning with a two-year stint as a chef de rang at master chef Pierre Gagnaire’s three-Michelin-starred restaurant Sketch. He’s been with Amazónico since it first came to the city in 2019, becoming its very first employee. He worked his way through the ranks to find himself here, at the helm of one of London’s most exciting dining outlets.

“We had a waiting list of 2,000 people per day when we first opened,” he beams. “We had a queue outside, the phone was ringing all the time and we had endless emails from people trying to book. It’s been an incredible experience. A lot of adrenaline comes with managing such a big operation.”

When you walk the streets of London, every other step brings you to another restaurant. It is, without a doubt, one of the world’s strongest players in the business of hospitality. It’s a culinary playground for the consumer – and a competitive arena for the restaurateur. “There is a restaurant on every corner and new businesses cropping up every month,” observes Lecoq. “There are so many members’ clubs in just this little section of Mayfair. There is a lot of competition but that’s what I like, because it keeps you on your toes. You constantly have to be aware and adapt to what the market demands.”

Lecoq feels the experiential element of Amazónico, which largely revolves around a music programme carefully curated in-house, is part of what makes its offering so unique.

“We have live music in the restaurant every night,” he points out. “It’s actually very rare to find live music in the city on Sunday night, for example, but it’s something we do every week. I love auditioning with our musical director to find new acts, whether it’s a DJ or a live band. The energy is part of what made me completely fall in love with this brand.”

Global vision

A champion for growth, Lecoq has been instrumental in the group’s success, from its celebrated launch in the UK capital to overseeing the Dubai expansion and organising many of the brand’s memorable international events. While many would find the constant travel schedule gruelling, it’s something Lecoq takes in his stride, relishing the chance to embrace new cultures and communities while sharing Amazónico’s high standards of service with the world.

Thomas Lecoq, Amazónico

“I have a lot of experience in Michelin-star restaurants, which are spaces where you learn a lot of discipline,” he notes. “The standard of service is just so important because, even if you do 600 covers, you are in the middle of Mayfair where people have certain expectations, and it’s the same in Dubai. In Monaco, we are in a casino, which is one of the most beautiful places in the world. All of Amazónico’s locations are premium, so we need to deliver that same high calibre of food and service on a daily basis.”

Every one of the brand’s international sites has a slightly different demographic with slightly different demands – something the group has to take note of as it steadily expands. “In both Dubai and Monaco, for instance, the Lounge most of the time becomes a place to party later in the evening, while London tends to focus more on the live music and restaurant vibes,” says Lecoq. “Miami, given the location, we hope will strike the balance of both.”

The upcoming Miami launch is a real milestone for the group, marking its debut in another of the world’s most sought-after – and competitive – hospitality markets. Plans for the site are well underway, with Lecoq once again spearheading the project.

“Some of our original team are now in Monaco, some came with me to Dubai and some will now come to the US to support me with training,” he explains.

At the moment, all roads lead to Miami, not just for Amazónico but for D.ream International as a whole. Why? Because it’s going to be the biggest restaurant across the entire estate, accommodating 1,300 covers for dinner alone.

“It’s a huge venue and we have 320 staff members to recruit,” he states. “Just the ground floor is the same size as our entire London site. Then we have a lounge on the first floor, where we’ll have DJs and performers. Then we’ll also have the rooftop, where we hope to attract businesspeople after work, as well as the club. That’s four different units in one building.”

If Lecoq’s passion for the concept and dedication to the brand wasn’t clear already, the Miami opening – which is currently slated for May/June – will see the GM make a permanent move to the US.

“After 11 years in London, I’m very happy to go somewhere else and discover a new market,” he chimes.  “At the moment I’m travelling 10 days per month as we’ve already started recruiting. The industry in Miami is very different to what I’ve experienced in my career in Europe. I think a lot of the hospitality on offer in the US is quite basic and the food, for me, is often nothing exciting. So, when Amazónico arrives with this high quality of food, this energy and the live music, we’re going to be doing something different and it’s just what the city needs.

“There’s a lot of work to do, but it’s going to be incredible,” he exclaims. “The Miami site will have plenty of Cuban influences music-wise – we’ve already started to meet some incredible musicians so we can maintain our ‘elec-tropical’ DNA in every country. I think we are building something very nice in Miami.”

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