Founders of the Papúa Group, Noel Duque and his partner, Jorge Rivero Prados, have revolutionized the luxury culinary experience by combining signature cuisine with a design and atmosphere that transport diners to exotic and truly unique worlds. Under their leadership, Papúa has achieved a position that has made it an essential reference for those who value not only fine dining but also perfection in every detail.
The success of these two entrepreneurs is no coincidence. Their ability to integrate aspects such as creativity, strategy, and operational efficiency has been key to the growth of the Papúa concept. Each restaurant in the group represents an immersive experience that captivates the senses. From its gastronomic offering, which seems to defy the limits of convention, to its carefully designed spaces, I would say that Papúa is almost a living work of art that turns each visit into an unforgettable memory.
In this interview, we had the opportunity to speak with one of the group’s founding partners. Specifically, we talked to Noel Duque, who shared some of the secrets behind the success of his haute cuisine offering. He also offered his vision of the future of luxury restaurants and the challenges he has overcome to consolidate Papúa as an iconic brand. More than a conversation, this was an opportunity for me to delve into the mind of a creator who isn’t afraid to dream big and take haute cuisine to new horizons.
Question: What inspired you to enter the world of haute cuisine and catering?
Answer: The origin stems from a shared passion for gastronomy, hospitality, and creating memorable experiences. My journey in the hospitality industry began in 2012 with Noah, in Alcalá de Henares. It was my first project and a great school in every sense: I learned from the inside what it means to lead a team, build a unique offering, and be very close to the client.
After the success of Noah, we started looking for new locations to continue growing. The idea of leaping to Madrid appealed to us, but it also imposed a lot of fear. So, as an intermediate step, we opened Martilota, also in Alcalá de Henares, a huge 1,200-square-meter restaurant spread over two floors… a real madness at the time, but also a great challenge that allowed us to grow significantly.
Q: How did the idea of founding Grupo Papúa come about, and what was your initial vision for the project?
A: After that first experience with Noah and Martilota, we felt we were ready to move to Madrid. We wanted to create something different, with a strong personality, that would offer a complete gastronomic experience beyond just food. That’s how Papúa was born: our groundbreaking concept, where we could integrate everything we had learned, our vision, our desire to innovate and surprise. It was a turning point for us.
Furthermore, we were caught in the middle of the pandemic, and we delayed the opening until October 2020. It was a huge challenge, but also a very special project, which allowed us to position ourselves in the center of the capital with a creative, immersive offering, carefully curated down to every detail.
In June 2024, we opened Gran Vía 18, a sophisticated, urban space with a travel-friendly soul, reflecting the group’s maturity. And just a few weeks ago, we opened Papúa Valencia, the group’s first restaurant outside the Community of Madrid, a milestone that marks a new stage of national expansion. This project will soon be followed by a new restaurant in Ibiza, with which we continue to consolidate our brand vision and expand our horizons.
The evolution of Grupo Papúa has been very organic, always with a clear vision: to offer unique experiences that combine fine cuisine, environment, and excitement. We are driven by the desire to continue growing, but above all, to continue surprising.
Q: If you had to define Papúa in a single sentence, what would it be and why?
A: Haute cuisine with exotic touches, inspired by tradition and flavor, with great technique and a sense of fun.
Q: Without a doubt, Papúa has managed to stand out in a very competitive sector. What strategies have you implemented to successfully expand the brand?
A: The key, without a doubt, has been the gastronomic offering. In a restaurant, the first and most important thing is to eat well, and that has always been our priority. We are committed to quality, creative cuisine, attentive to detail, and with its own identity. From there, everything else adds up and helps build a more complete experience.
We were pioneers in combining gastronomy with entertainment and immersive staging, both aesthetically and emotionally.
We were pioneers in combining gastronomy with entertainment and an immersive setting, both aesthetically and emotionally. In 2020, in the midst of the pandemic, we decided to open Papúa Colón, and although it was an enormous challenge, it was also a time when people needed to reconnect with enjoyment, with the senses, and with life. This need for different experiences helped Papúa become a highly talked-about and shared place on social media. Word of mouth was fundamental.
But, above all, what sustains and promotes Papúa is the team. We have exceptional professionals, with immense dedication, who make every visit a memorable one. The expansion has been natural but always based on these pillars: good cuisine, distinctive experience, and a committed team.
Q: Do you have plans to open new restaurants in other cities in Spain or even to expand the brand internationally? What are the main criteria you consider when selecting a new location to open a new restaurant?
A: Yes, the expansion of the Papúa Group continues very excitingly. We have just opened Papúa Valencia, our first restaurant outside the Community of Madrid, and it has been a natural step within our vision of national growth. Valencia is a city with a very special energy, internationally recognized for its quality of life, its gastronomic culture, and its ability to embrace innovative proposals. From the beginning, we saw a clear connection between the Valencian lifestyle and the Papúa philosophy: enjoyment, food well, and appreciation of experiences with all five senses.
When selecting a new location, we always analyze several factors: the fit with our culinary offering, the demand for distinctive experiences in the city, the type of audience, the cultural and social dynamics of the surrounding area, and, of course, the specific location of the establishment. We’re not simply looking to open restaurants; we’re looking to create destinations within cities, spaces that connect with their surroundings but also offer something new.
We’re not just looking to open restaurants; we’re looking to create destinations within cities, spaces that connect with their surroundings but also contribute something new.
In the case of Valencia, we found a great partner in Novotel Valencia Lavant, which offered us a space of over 800 m² where we were able to develop not only our restaurant but also Papúa Coffee Lab & Snack Bar, a more informal offering that complements the all-day Papúa experience. We will soon be expanding to Ibiza, a strategic location that also reflects our desire to continue growing in key destinations with personality and international reach.
Q: How do you ensure that each restaurant conveys the essence of Papua without losing the connection to the local culture and cuisine?
A: For us, the space and the experience are just as important as the gastronomic offering. Each restaurant in the group is born with a unique identity, designed to connect with its surroundings and its target audience. We like to create places with personality, where people come not only to eat well but also to experience something special, to be moved, to unwind. From the lighting, interior design, and music to the service and menu, everything is part of a common narrative.
As for expansion, we don’t believe in copying and pasting. We prefer to adapt our ideas to each destination, study what fits best in each city, and focus on formats that make sense, both culinary and conceptually. There are elements of our restaurants that work and can be reinterpreted, but our focus will always be on creating spaces that surprise, that contribute something new, and that integrate naturally into their surroundings.
Q. Papúa undoubtedly stands out for its original and visually striking dishes and drinks. What is the creative process behind each culinary offering?
A. Each dish, each cocktail, is born from the desire to surprise the diner, not only with the flavor but also with the presentation, aroma, texture… and everything it conveys. The creative process always starts with the raw materials: we seek the best, seasonal, and high-quality produce, and from there, we begin to work from inspiration, technique, and concept.
We love playing with references from different world cuisines, applying haute cuisine techniques, and reinterpreting classic recipes from a modern perspective, without losing sight of our identity. The kitchen and bar team work very collaboratively, with brainstorming sessions, constant testing, and obsessive attention to detail.
Furthermore, each offering must be consistent with the Papúa universe: we look for dishes and drinks that surprise, connect emotionally, invite sharing, and generate memories. This combination of creativity, technique, and experience is what keeps our menu constantly evolving, always maintaining the element of surprise and the essence of the group.
Q: In your opinion, what are the most significant trends in luxury dining today?
A: I think the concept of luxury has evolved a lot in recent years. Today, more than ostentation or exclusivity, true luxury lies in authenticity, attention to detail, and the ability to generate emotions. Today’s customer seeks complete experiences: they want to eat well, of course, but also to connect with a space, a story, and a proposal that has a soul.
I think the concept of luxury has evolved a lot in recent years. Today, more than ostentation or exclusivity, true luxury lies in authenticity, attention to detail, and the ability to generate emotions.
In this sense, we see several clear trends: on the one hand, a return to quality products, origins, sustainability, and respect for processes. On the other, a growing commitment to personalizing the experience, both in the dining room and in the kitchen. And of course, design and ambiance play a fundamental role: high-end gastronomic spaces are no longer designed just for eating, but for experiencing, sharing, and remembering.
I would also highlight the growing interest in more hybrid offerings, where haute cuisine coexists with more casual formats, cocktail areas, and multifunctional spaces… The important thing is that everything is coherent and serves a unique experience.
Q: In the luxury sector, we’re seeing fashion brands like Dior and PRADA open cafes and restaurants in collaboration with chefs and hospitality groups. What do you think about partnering with hotels and hotel chains to open new restaurants? Is this a model that could fit with Papúa?
A: We think it’s a very interesting model and, if executed well, it can be a very powerful alliance. The synergy between the hotel sector and high-end restaurants makes a lot of sense, especially when they share values such as excellence, attention to detail, and the pursuit of a unique customer experience.
In our case, we’ve already had a very positive first experience with Papúa Valencia, located within the Novotel Valencia Lavant. Being integrated into a hotel has allowed us to expand our audience and adapt to new consumer trends, while always maintaining our essence and quality standards. It also allows us to reach a national and international audience looking for more than just a restaurant: they’re looking for a complete experience.
If the right conditions are met—a good location, a solid partner, and a shared vision—it’s a model we’re considering for continued growth. As long as we can maintain what makes the Papua universe unique: a creative culinary offering, a curated atmosphere, and an emotional experience that leaves a lasting impression.
Q: The aesthetics of Papua restaurants are unique and striking. How did such an original vision for the design of the establishments come about?
A: We want each restaurant to tell its own story, reflecting the culture, flavors, and identity of the culinary concept we offer. For us, design is just as important as the cuisine: it should excite, surprise, and make the customer feel immersed in a unique atmosphere.
We want each restaurant to tell its own story, reflecting the culture, flavors, and identity of the culinary concept we offer.
We always seek to combine natural elements, authentic textures, and carefully selected details that provide warmth and personality. Each project is a creative challenge in which we put a lot of care so that the aesthetics intertwine with the culinary experience.
At our new restaurant in Valencia, we’ve had the pleasure of collaborating with Mediterráneas Duque, who have supported us throughout the interior design process, contributing their vision and professionalism to make this space truly special.
Q: As the founder of Grupo Papúa, what’s a typical day like for you?
A: The truth is that no two days are the same, and that’s part of what I love most about this project. My day starts very early. I usually begin by reviewing numbers, reservations, and how each of our spaces closed the day before. Then, the day is divided between meetings with the teams—from the kitchen and dining room to marketing and finance—and visits to the venues. I like to be present, listen to the team, try new dishes, and see what the experience is like from the inside.
I also spend time thinking about what’s next: new concepts, openings, collaborations… We’re always creating, and dreaming, but with our feet firmly on the ground. It’s a balance between vision and daily operations. Although there are very demanding days, seeing how the project grows, how the team dedicates itself, and how the clients enjoy it all makes up for it all.
Q: What aspects of your role do you enjoy most and which do you find less appealing?
A: What I enjoy most, without a doubt, is the creative side and the contact with the team. I love participating in the development of new concepts, designing gastronomic experiences that surprise and excite, and seeing how an idea moves from paper to a vibrant restaurant. I’m also very motivated by being in contact with people: listening to customers, sharing moments with the team, and seeing how they grow professionally within the group.
The least appealing—although necessary—part is the administrative and bureaucratic burden that a project of this size entails. Issues like licenses, paperwork, and lengthy negotiations can be exhausting. But in the end, they’re part of the journey, and when you’re clear about your purpose and the impact you want to make, you find motivation even in those tasks.
Q: What advice would you give to someone dreaming of creating a luxury restaurant brand?
A: My main advice is to have a genuine passion for gastronomy and for offering a complete experience, not just good food. Creating a luxury brand involves taking care of every detail: from the quality of the ingredients, and the design of the space, to the training of the team and customer service. It’s not just about luxury for luxury’s sake, but about conveying a proposal with soul and coherence.
Creating a luxury brand involves taking care of every detail: from the quality of the ingredients and the design of the space to team training and customer service.
It’s also essential to be patient and consistent. These types of projects require time to consolidate and overcome the challenges that inevitably arise. Surround yourself with a solid team that shares your vision and values, because success is a collective effort.
Finally, always listen to your customers and stay open to evolution. Luxury isn’t just about appearances, but about the ability to adapt and surprise with authenticity.
Luxury isn’t just about appearances, it’s about the ability to adapt and surprise with authenticity.
Q: Looking to the future, how do you envision Grupo Papúa in the coming years?
A: Our long-term vision is to continue growing organically, without losing the essence that has brought us this far. We currently have three restaurants in Madrid—Martilota in Alcalá de Henares, Papúa Colón, and Gran Vía 18—and we’ve just made a significant leap outside the region with Papúa Valencia. We’ll also soon open our first restaurant in Ibiza, in Santa Eulalia.
We’re in no rush to grow because we know that the truly complex aspect isn’t just opening a restaurant, but consolidating each project, building brands that are recognizable and have a soul. That’s why we prefer to move forward step by step, ensuring that each concept has its own identity and maintains a very high level of quality.
…The truly complex thing isn’t just opening a store, but consolidating each project, building brands that are recognizable and have a soul.
Thus, we envision Grupo Papúa as a solid group, with sustainable growth and projects that continue to surprise without losing the authenticity that defines us.
