Simone and Lidia Crepaldi are set to open Hoax in December — a modern Italian restaurant and downstairs cocktail bar named The Devil You Know.
Taking over the former Chick ‘N’ Sours site at 390 Kingsland Road, a few doors from Hacha, Hoax is the first venture by the husband-and-wife team.
The venue will span two floors. The ground-floor restaurant will feature around 30 covers with additional terrace seating and a semi-open kitchen preparing traditional Italian dishes devised by Simone Crepaldi’s cousin and chef, Riccardo Lottero.
Through a velvet curtain and hidden wall panel, guests will find The Devil You Know — a 24-cover late-night cocktail bar with contrasting décor: a darker, moodier space under the glow of neon.
While Lidia Crepaldi is a former hospitality GM, Simone Crepaldi's background includes more than 15 years in the London bar scene and a six-year tenure as GM and operations manager at Callooh Callay in Shoreditch.
The cocktail list will rotate regularly, starting with signatures such as White Chocolate & Strawberry Negroni, TDYK Truffle Martini (truffle-washed gin, dry vermouth, truffle), Italian “Vecchio Stile” (butter-washed Italian brandy, demerara, bitters, banana water) and Tiramisu Espresso Martini (pavesini-infused dark rum, cacao nibs, Amaro Montenegro, clarified milk and mascarpone).
Hoax will also serve The Devil You Know’s cocktails alongside an all-Italian wine list and aperitivos.
Simone Crepaldi said: “Hoax is born from Italian roots yet with East London energy! This project has been almost 10 years in the making for me and Lidia and it’s a bit of a pinch-me moment to see everything coming together at our new home on Kingsland Road. To be doing it together as partners in business and life is even better.
“The area is seeing a bit of a food and drink renaissance right now and we are so happy to be a part of it. We’re super excited to have Riccardo onboard for the launch menu — he’s a brilliant chef and already part of the family! I guess I’m biased, but his cacio e pepe is the best I’ve tasted, and that’s coming from an Italian.
“Whether it’s a date night, long weekend lunch or late-night cocktails down at The Devil You Know, we’ve got you covered and we cannot wait to open the doors at Hoax and TDYK next month.”