MOI Brings an Inspired Take on Japanese Cuisine to Soho – Using the Best of British Produce
Arriving in Soho on the 29th July, MOI (pronounced m-o-y), will offer a menu of hand crafted sushi and Japanese-inspired dishes cooked over fire, showcasing British producers and seafood from our coastal waters. Situated on Wardour Street, MOI will be set across two floors (ground and lower ground) and encompass 150 covers, including options for private dining for up to 20 people, an Omakase-style Sushi Bar and a Listening Room.
The space has been designed with a tactile fusion of natural reclaimed woods, raw concrete and soft lighting, evoking a contemporary take on Japan’s affinity to nature and simplicity. On entering the restaurant, guests will be greeted by a bar area with informal high-top seating, whilst to the rear of the room two large format kitchen islands and a hearth-style wood-fired grill will be a focal point, showcasing the chefs at work. A striking spiral staircase crafted from poured concrete will lead to the lower ground floor, transitioning to a darker and stylishly relaxed space encompassing a 16-cover Sushi Kitchen and Omakase Bar, as well as a 40-cover Listening Room inspired by the hidden dens of Tokyo and Shinjuku. Housing a bespoke sound system from London-based Friendly Pressure, the Listening Room will offer the full restaurant menu, with low level and lounge-style seating, and will also play host to a programme of music-led events throughout the year.
The MOI menu will offer a mix of small and medium plates as well as a number of large grill dishes to share and a section dedicated to skewers. Utilising seasonal, predominantly British ingredients to create Japanese-inspired dishes, highlights will include: Pineapple Rib tomato with chilli vinaigrette, roasted nori and smoked tomato cream; Duck dumplings, Tokyo turnips and wasabi duck fat; Tamworth pork chop, roasted Peach karashi mustard; and Cornish Lobster, grilled peas and clam broth.
The sushi and sashimi menu will, wherever possible, support fishermen from around the UK. Highlights will include Crab Temaki, with apple and Kimizu sauce; a selection of Onigiri, filled rice balls served with Nori; Mackerel Crudo with Yuzu; and Trout Nigiri with chives and sesame. MOI will also focus on in-house fermentation techniques such as with their traditional Tsukemono (fermented pickles) and homemade Shiro Miso, Koji and Soy Sauce.
MOI will be overseen by Group Executive Chef, Andy Cook who has a culinary pedigree that encompasses ten years working alongside Gordon Ramsay opening international outposts in Tokyo, New York and London, as well as notable UK hospitality projects including opening Soho Farmhouse and Kensington Roof Gardens. Andy says, “The five years I spent in Japan were my most transformative as a chef. It immersed me in a food culture that places immense respect on ingredients, provenance, and seasonality.” Joining Andy will be Head Chef, Nick Tannett, who was most recently Head Chef at Evernight – the Bib Gourmand awarded Japanese restaurant in South London – and Senior Sous Chef at Endo at the Rotunda. He has also worked in notable kitchen teams at Chiltern Firehouse, Kitchen Table and The Laughing Heart.
Orchestrating the drinks programme is Dino Koletsas, who brings a dedication to craftsmanship, creativity, and outstanding guest experiences. Dino’s background includes leadership roles at Harrods, Inception Group and The Langham, where he led the redevelopment of the team at the world-famous Artesian Bar.
MOI will offer a carefully curated list of low intervention and biodynamic wines from small scale winemakers, with a focus on an extensive and ever-changing selection by the glass, as well as a considered approach to sake and shochu pairings with food. Cocktails will take their cues from the culinary ethos too, working with best-in-class producers and leaning into Japanese techniques and ideas, combining them with local ingredients to create an exciting and unified drinking and dining experience.
The Listening Room will push this approach even further, by offering a unique environment combining drinks and music, including guest vinyl residencies and one-off takeovers. The cocktails will employ progressive techniques and unusual flavour combinations based around fun storytelling.
MOI will open in July 2025, and will be the first in a collection of innovative restaurant launches from the newly formed MAD Restaurants; the brainchild of hospitality entrepreneur, Artem Login. ALTA, a homage to Northern Spanish cooking headed up by Chef Rob Roy Cameron is to follow this summer.
This project has brought together some of the industry’s finest. Alongside Executive Chef Andy Cook and Head of Beverage, Dino Koletsas, MAD Restaurants also welcomes Group Operations Director, Giulia Cappuccio who has worked with multiple Michelin-starred establishments and world-class dining institutions including The Ledbury, KOL, and Gordon Ramsay Group. Giulia has mastered the art of ensuring every element of service is executed perfectly, creating a memorable experience for every guest. She will be joined front of house by Tatiana Tholtova, MOI’s General Manager, who following several years working with Jason Atherton was most recently General Manager at HIDE.
