Urbanologist and Founding Director of The Masseria Group, Rob Classen, shares with U his favourite London tips and hangouts, giving U an insight into his 'Perfect Day'...

How do you start your day? 

Weekday mornings are usually pretty hectic; it’s generally always a rush out the door, between the kid’s school runs to early morning meetings it can be hard to find time for breakfast. Breakfast definitely helps me function and concentrate, but the reality is, often my breakfast is always on the go. I’ve taken to blitzing fresh fruit and vegetables to create a breakfast smoothie I can take with me in the mornings. When I was in LA last Christmas, I was blown away by some of the juice bars over there; full of organic, raw, incredible ingredients. It’s a serious craze over there and certainly appealing from a health kick point of view. Upon returning home to London, I immediately redesigned The Salusbury Foodstore menu to incorporate a more exciting offering of fresh juices and smoothies made with the freshest produce. Oh… and of course I always need a strong coffee – I am half-Italian after all.

Leisurely lunch go to? 

I enjoy nothing more than eating long and abundant lunches, and this is often whilst I’m on research trips to Puglia. One of my favourites is Miramar, a beautiful restaurant that sits over the sea in Torre Santa Sabina a town in Puglia. I take time over a dish of mare crudo – literally ‘raw sea’ with hairy mussels, Gallipoli prawns, cuttlefish and oysters, all served on ice. For main, blank ink laganari with clams and artichokes, and then if there’s still room – a simple grilled octopus. I usually eat until I can’t move – it’s all ‘research’! In fact, over the last decade I have become more and more obsessed with Puglia and now regard it as my spiritual home – it’s the place I feel most relaxed. It is completely unpretentious and I’ve fallen in love with not only the food, but with the people too (many of whom now feel like family). The Pugliese people take great pride in creating simple tasty dishes using fresh local produce. That is why I opened Ostuni – I could see there was room in the crowded London restaurant market for flavour, simplicity and value.

Favourite way to pass the time in London? 

I love cooking and entertaining, and spending quality time with family and friends has always been key to me so naturally, meal times have always played a central role in my life. They provide me with time to catch up with those I love. Growing up, my mother worked as a GP in a busy London clinic, but no matter how busy her day, she would always come home and immediately put her apron on and cook a wonderful dinner for us, so now it has become tradition. Some Sundays, when I have time, I’ll visit Queens Park Farmers Market and buy whatever catches my eye. I’ll then return home to spend the rest of the day cooking up a feast for family or friends (wine in hand of course). Sundays invariably involve a pasta dish followed by game or a whole roast brill with cardoncellli mushrooms and crispy potatoes.

Favourite London landmarks, and why? 

Cheesy I know, but I love Highgate School – I really enjoyed my time there and it’s such a beautiful building. It’s partly why I chose to open the second Ostuni nearby, you can see the building from the restaurant!

Tipple of choice and favourite cocktail hangout? 

I am not really a cocktail drinker, but when I do, I opt for a wine-based concoction, usually a Berto Spritz; a delicious blend of Berto Vermouth and Prosecoo with a slice of orange (it’s the original Aperol Spritz – think more refreshingly bitter rather than sweet). I’m also obsessed with wine – as the owner of The Salusbury Winestore, I need to be. I’m a self-proclaimed ‘wine wanker’ – a term which has often been endearingly used to describe me.  I’ve been boring those around me for years with my wine passion – until I found a bunch of like-minded fellows. I now spare my nearest and dearest of my obsessive wine talk as my fellow ‘wine wankers’ and I regularly meet, with a collection of our favourites bottles to share, embrace and enjoy whilst discussing every little detail. My good friend and fellow wine enthusiast owns a wine bar in Borough Market, Bedales, where I often join him to ruminate over old burgundy’s and other rare bottles.

Favourite dining destinations, and why? 

If I’m not eating in Ostuni, I do love to dine at Hereford Road in Notting Hill. Their menu follows in the tradition of the St John in Spitalfields with its head-to-toe eating. Think well-cooked British food that never disappoints; calf brains, ox hearts, red leg partridge and sweetbreads – without a doubt, all of my favourites.

Final stop for a nightcap, and why? 

If I’m ever in town, I love the Connaught Hotel Bar.  It’s completely decadent, old fashioned and such a treat!

Rest hangover remedy? 

After any over indulgent night I love to go for a swim. The community pool at the Jubilee Centre in Maida Hill is a regular favourite where London’s diversity is truly experienced. It really makes you feel like a citizen of the world and there is always a lively bunch of people to discuss topical issues with.

Where next on your travels? 

Puglia of course! I go there quite regular to meet different food and wine producers. It never gets boring, I cannot wait to head back!

Rob Claassen, founder and director of Masseria Group, is a restauranteur and hospitality entrepreneur. His career, in its current form, began after management training at the Pelican Group and kitchen training at London’s first organic gastropub, The Duke of Cambridge in Islington.

In 1999, Rob opened The Salusbury Pub and Dining Room in North West London’s Queen’s Park which quickly became a leading player in London’s gastropub revolution. With an Italian family background, Rob’s vision for The Salusbury quickly became a homage to his culinary experiences as a child: an Italian menu; Italian chef; and Italian cooking at its core; the pub retained a unique flavour and character that was intrinsically linked to Rob’s upbringing.

Rob is a half-Italian, half-Londoner restauranteur who also has a vested interest in the southern Italian region of Puglia, spotting a trend that this year surpassed the region of Tuscany as the most sought after area by British property buyers in Italy. A massive change that many would have thought impossible just a few years ago. Both enquiries about Puglia and actual transactions increased 50% on top of a 50% increase on the previous year.

Rob has three properties: one complete rental trulli complex with 14 rooms; a second that he is currently finishing to include an Ostuni cookery school and rental trulli; the third he has just purchased and is currently renovating. Rob is a real expert on the area because he takes a hands on approach to both the property investments and the ingredient sourcing for his restaurants, investigating the region with a rare dual perspective.

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