Night bird
Dressed entirely in black, looking like the ideal son-in-law, a little rebellious, with “revolver eyes”, is Hugo de Deus intimidating? On the contrary… his appearance gives him a reassuring air. By his own admission, he could have been different: more mischievous, more spirited, even impetuous, as in his younger days. But there’s nothing of the sort at the dawn of his forties. Very much in tune with his past and present, Hugo de Deus has always had a taste for adventure. This former model and musician, accustomed to Parisian catwalks as much as festival stages, has always been drawn to the world of nightlife. Without ever letting himself get caught up in the demons of midnight, he nevertheless manages to make an industry that is struggling to recover from the health crisis shine. Meet a discreet character for whom night rhymes with life.
Bamboo and Brigitte
It’s only after taking a tour of the owner’s premises that one becomes aware of the different, hushed worlds created by this seasoned entrepreneur. First, a bistro-style restaurant serving invigorating dishes in the spirit of the times, where mint-scented burrata competes with sea bass ceviche enhanced with white balsamic vinegar, poultry wok with peanut and Thai basil, or red mullet filet à la provençale. At Piaf, there’s something for everyone. Then, after feasting, push open the door at the end of the corridor to discover the Bambou speakeasy. On the program: a disco ball, vinyls and cocktails that are the hallmark of the place… Then it’s off down the stairs to the Brigitte club, where a selection of tracks takes you on a musical journey full of gaiety, unlike anything else in the business.
Hugo de Deus grew up in a close-knit family atmosphere around the dinner table. Rather savory than sweet, he relishes the dishes languorously prepared by his mother. Far from being a diligent schoolboy, the young student was more of a dreamer than a hard worker, and decided to leave the education system a year before his A-levels. “School wasn’t for me or I wasn’t made for school. I’m an artist! Hugo threw himself into music, and a few years later formed his own group, Gama. As a songwriter and composer, he toured the Swiss music scene opening for such well-known artists as Patrick Bruel and MC Solaar. A bohemian life that he keeps secretly to himself. “Even though I like to entertain, I don’t like to show off. This past life is an integral part of me, but it’s also part of the past. I’ve had a lot of freedom, but the key to everything is the education I received. I’ve always known where the limits are”.
From podium to bar
Far from adopting a wait-and-see attitude, Hugo de Deus is one to push open doors and shake up codes. Luck smiled on him during a bowling match, when a model recruiter spotted him and offered him the chance to do some fashion shows. It wasn’t long before he was earning his first fees and traveling the catwalks between Paris and Milan. After a few years between modeling and the music scene, he returned to Geneva and entered the restaurant business. He learned the trade at the bar and restaurant l’Armoire, before moving on to a series of positions in various establishments, before finally settling down at Mambo, the temple of salsa at the time. He tried to run a space that proved difficult to manage, and decided to resign for lack of resources to develop his ideas. It was during a music concert organized before his departure that he was accosted by the building’s owner. The owner encouraged him to stay. The entrepreneurial adventure begins…
In 2017, he took over the business and immediately began renovation work, transforming the adjacent pizzeria into a restaurant that would become today’s Le Piaf. He unites the various spaces within a single entity around the restaurant, bar and nightclub. Just as he was about to open, Covid-19 arrived and paralyzed the planet. He didn’t give up, fought hard and took it in his stride. It’s hard to do otherwise. “I’m not one to give up. Even the health crisis hasn’t stopped me from forging ahead.
Love of music
Today, Hugo de Deus is a happy boss, despite all the difficulties inherent in the restaurant and nightlife business. In the wake of this global epidemic, how is he adapting to a nightlife 2.0? His concept: to go against the trends and bring the energies of the 70s and 80s back up to date. “The creation of these different atmospheres gives me the desire to surround myself with people with whom I can share my love of music and my vision of partying”. So let’s dance…
