MOI OPENING IN SOHO. Japanese Dining & LISTENING BAR
MOI Brings Fire-Grilled Japanese Dining and a Vinyl-Driven Listening Room to Soho
A bold new arrival is coming to London’s Soho this July. MOI (pronounced "moy") is a modern Japanese-inspired grill and sushi restaurant with a difference—a two-floor, multi-sensory experience that fuses flame-cooked cuisine with a Listening Room soundtrack curated for discerning diners.
Opening its doors at 86 Wardour Street on 29th July, MOI marks the first restaurant from newly launched MAD Restaurants, the brainchild of hospitality entrepreneur Artem Login. Set across two expansive floors, the venue will offer 150 covers, a striking Omakase-style sushi bar, private dining for up to 20 guests, and a lounge-style vinyl Listening Room.
Immersive Interiors With Reclaimed Woods
The interiors set the tone for a refined and immersive experience. Designed with natural reclaimed woods, raw concrete, and soft ambient lighting, MOI evokes a minimal yet tactile homage to Japanese craftsmanship and nature.
Guests entering from street level are welcomed into an open bar area and informal high-top seating, while the rear features twin kitchen islands and a showpiece hearth grill. A sculptural spiral staircase in poured concrete leads to the lower ground floor, where design deepens in tone and atmosphere.
Omakase Sushi & Listening Bar
Downstairs, a 16-seat Omakase sushi counter offers front-row seats to some of the city’s most refined sushi craft. Adjacent is the 40-cover Listening Room, an acoustically considered space inspired by Tokyo's hidden bars. Outfitted with a bespoke system by London-based Friendly Pressure, it will host a rolling programme of vinyl sets, guest residencies, and curated musical takeovers.
The culinary vision is led by Executive Chef Andy Cook, whose career spans tenures with Gordon Ramsay and major UK hospitality names including Soho Farmhouse. Head Chef Nick Tannett, formerly of Evernight and Endo at the Rotunda, brings depth to the kitchen brigade. Their seasonal menu celebrates Japanese techniques and British produce, with a focus on fire-cooked dishes, in-house ferments, and sustainable seafood.
Signature plates include Tamworth pork chop with roasted peach and karashi mustard, Cornish lobster with grilled peas and clam broth, and trout nigiri with chives and sesame. The menu also champions fermentation—expect house-made Shiro Miso, Koji, soy sauce, and traditional tsukemono.
Sake & Shochu Pairings
Beverage direction comes from Dino Koletsas, with a dynamic wine list featuring low-intervention producers, an evolving sake and shochu pairing programme, and cocktails inspired by both local terroir and Japanese traditions. The Listening Room pushes this ethos further, combining drink storytelling with sonic innovation.
With its polished design, immersive energy, and confident culinary vision, MOI offers a new kind of downtown dining experience—where fire, sound, and seasonality come together in an elevated yet effortlessly cool way. Perfect for Londoners and tourists alike, it promises to be one of the summer’s most talked-about openings.
MOI, 86 Wardour St, Soho, W1F 0TQ
Opens from 29th July: Tues-Sat 12-3pm / 6-10pm; Sun 12-5pm
www.moirestaurant.com | @moi.soho