Just like that: Marco Pierre White dons a fez as he announces latest restaurant venture

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The Michelin-winning chef appeared to be channelling the spirit of the late comedian as he chose to wear a fez to keep out the wintery wind as he inspected the progress of his latest project.

White, 46, has teamed up with Irish developer Harry Crosbie to build a stylish new restaurant in the millionaire's new Point Village project.

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Uncanny: With his unruly hair, tobacco hanging out of his mouth and a fez, Marco Pierre looks like a modern-day Tommy Cooper

The chain-smoking chef's Hell's Kitchen Brasserie is scheduled to open in early 2009 and White has promised Dubliners to put the "fun" back into dining.

The multi-million pound Point Village project is set to include a 32-storey tower, hotel, car park, cinema and entertainment complex.

Announcing his latest eating venue yesterday, White said: "Everything I do is about selling fun. It's a night out. I'm not here to give people gastronomy. I did that for 20 years.

"I'm here to sell fun and deliver a package to Ireland that everyone wants.

"The most important aspect of any restaurant is the environment. If you don't feel comfortable then it doesn't matter how good everything else is."

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Have we got time for one more... cigarette: Marco Pierre puffs away outside the building site

Despite living in London, White insists he will be heavily involved in the day-to-day running of the eaterie and promised the menus will be "filled with my ideas and executed to my high standards".

White has named the restaurant after his popular ITV reality show Hell's Kitchen.

He took over the reigns as head chef on the programme last year from his former protégé Gordon Ramsay.

At work: Marco PierreWhite doing what he does best