BIO
Franco Noriega is not your average chef. With a magnetic personality, sculpted physique, and a passion for both food and fitness, he has captured the hearts of New Yorkers and gained international acclaim as a chef, model, and entrepreneur
Born and raised in Lima, Peru, Franco Noriega moved to New York City at the age of 18 to study at the French Culinary Institute. Coming from a family of restaurateurs and inspired by the rich diversity of his homeland, he developed a passion for food and hospitality early on. Guided by his Italian grandmother’s recipes and his own creative instincts, he learned to merge tradition with innovation.
Before becoming a restaurateur, Franco built an international career as a model, working with top fashion houses including Dolce & Gabbana, Calvin Klein, and Hugo Boss, as well as appearing in campaigns and runways across the world. This experience in fashion shaped his refined sense of aesthetics, which now defines the atmosphere and identity of his hospitality ventures.
In 2016, Franco opened his first restaurant in New York City, Baby Brasa, introducing a vibrant and health-forward take on Peruvian cuisine. He later expanded his portfolio with Fellini Coffee, an Italian-inspired café concept that blends design, culture, and community. Today, Fellini Coffee operates six locations across Manhattan, establishing itself as a modern icon of style and hospitality.
Franco continues to grow the Fellini brand with a focus on quality, creativity, and connection—bringing his global perspective and passion for design, food, and experience to every detail.
