Puck devotees will recognize a few favorites from nearby Spago, including house made agnolotti topped with seasonal shaved truffles.

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But fewer people watch such things than go to Spago's Oscars party.

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But rather than live the rich life and do lunch at Spago in Beverly Hills, Gordon, 34, has set out to fix an intractable problem.

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No fancy lunches at Spago, frequent mentions in the gossip columns or "Look at me, I'm sitting in a power booth" drinks at the Polo Lounge.

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This all makes sense when you consider that his very first restaurant, the one that made him globally famous and is still going strong, Spago in Beverly Hills, is just down the street.

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When PayPal's newly minted millionaires wanted to celebrate their 2002 IPO they skipped the then-tony Spago Palo Alto (now defunct) and grabbed burgers and champagne at the Peninsula Fountain and Grill, a humble diner.

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When the new AKA Beverly Hills opened on 6 March three blocks from Rodeo Drive, it will be the first property in the world to feature dishes delivered by Spago, the famous flagship restaurant of Oscars caterer and TV personality chef Wolfgang Puck.

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So while Puck has lots of eateries in hotels worldwide, most notably a branch of his highest-end Spago in the Ritz Carlton Bachelor Gulch in Colorado, WP24 in the Ritz Carton City Center in Los Angeles, and his CUT steakhouse at Palazzo in Las Vegas, he is now raising his bar.

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