MOI, Soho, London
A Taste of Japanese Elegance in the Heart of Soho
Soho has long been a neighbourhood defined by its contrasts, historic charm meets contemporary energy, and creativity thrives alongside indulgence. It’s here, amidst the buzz of London’s cultural quarter, that MOI has quietly emerged as one of the area’s most refined new dining experiences. Blending Japanese precision with London sophistication, the restaurant brings a sense of calm artistry to Soho’s lively streets. From interiors inspired by Tokyo’s hidden dens to an impeccably curated menu that celebrates balance and seasonality, MOI captures the district’s spirit of reinvention while offering a serene retreat from its constant motion.
An Immersive Welcome
Set on Wardour Street, MOI unfolds across two meticulously crafted floors, with private dining for up to 20, a 16-cover Omakase Sushi Bar, and later this year, a 40-cover Listening Room, part lounge, part sonic sanctuary.
Founded by hospitality entrepreneur Artem Login under the MAD Restaurants group, MOI signals the start of an ambitious portfolio that will also include ALTA, a Northern Spanish concept from chef Rob Roy Cameron. This is a restaurant conceived with intent: to create a space where luxury hospitality meets genuine craft, and where each element, from the tableware to the playlist, feels considered.
Design That Speaks in Textures
Stepping inside MOI feels like entering a carefully orchestrated performance where texture takes centre stage. Designed by Yodezeen Studio, the interiors embrace authenticity and natural materials: exposed brick, richly grained wood, and textured plaster walls form a raw yet refined aesthetic. Earthy finishes are balanced with soft lighting and subtle detailing, allowing the space to feel grounded, expressive, and a reflection of the restaurant’s philosophy of controlled chaos.
Every surface engages the senses: the smooth curves of the poured-concrete spiral staircase, the tactile walls, and the warm timber accents all create a sensory backdrop to dining. On the lower floor, the Omakase Bar invites guests to surrender to the chef’s artistry, while the upcoming Listening Room promises another layer of immersion.
This tactile storytelling extends beyond the interiors. MOI’s Japanese-inspired dishes arrive on hand-thrown ceramics and etched glassware chosen to heighten the artistry of each plate. From the ridges of a bowl to the gleam of a sake cup, every element enriches the theatre of dining – a multi-sensory performance where design, texture, and flavour align.
A Menu That Balances Restraint and Indulgence
Executive Chef Andy Cook, with a CV spanning over a decade alongside Gordon Ramsay and formative years in Japan, brings discipline and clarity to the menu. It’s Japanese at heart, British in sourcing, and utterly global in appeal.
Our own feast featured a Chef’s Nigiri Selection, Tempura Lobster Claw with curry emulsion, and Wood-Roasted English Leeks with sesame and alliums. Each dish was a masterclass in balance, presentation, and restraint.
Menu Highlights include:
Pineapple Rib Tomato with chilli vinaigrette, roasted nori, smoked tomato cream
Duck Dumplings with Tokyo turnips and wasabi duck fat
Cornish Lobster with grilled peas and clam broth
Tamworth Pork Chop with roasted peach and karashi mustard
Mackerel Crudo with yuzu
Trout Nigiri with chives and sesame
Crab Temaki with apple and Kimizu sauce
Desserts were equally striking: a rich Chocolate Mousse with Jersey Milk Ice Cream, and a rare Shaved Ice Kakigori with English Raspberry and Peach. Pairings of sake and wine, guided by MOI’s experts, elevated the flavours with finesse – service was intuitive, polished, and first-class throughout.
The Craft of Sourcing and Fermentation
Wherever possible, MOI champions UK fishermen and farmers, reframing British ingredients through a Japanese lens. In-house fermentation plays a starring role: tsukemono pickles, Shiro miso, koji, and soy sauce bring depth and umami to the menu, echoing Japan’s most ancient culinary traditions while aligning with today’s fine dining ethos.
Wine, Sake, and the Art of Pairing
Beverage Director Dino Koletsas curates a list as thoughtful as the food: biodynamic wines, rare sake and shochu, and cocktails blending Japanese technique with British seasonality. Pairings are orchestrated to surprise and delight, from an unfiltered Junmai sake with nigiri to a crisp biodynamic white with lobster. It’s a programme designed for discovery, encouraging guests to step outside their usual preferences.
The Listening Room – Music Meets Gastronomy
Opening later this year, the Listening Room will position MOI at the cutting edge of London’s dining scene. A low-lit lounge with a bespoke sound system by Friendly Pressure, it will host vinyl residencies and curated events where music is not background but part of the dining theatre. Gastronomy meets sound design – a new kind of Soho nightlife.
Quiet Refinement in the Heart of Soho
What makes MOI truly stand out is how effortlessly it complements Soho’s layered personality. Amid the district’s electric mix of creativity and nightlife, it offers something refreshingly understated — a place where luxury is felt rather than shown. Every detail, from the shifting glow of the lighting to the rhythm of each perfectly plated dish, speaks to a quiet confidence and sense of purpose.
For those exploring Soho in search of elevated dining, MOI delivers a rare combination of precision, warmth, and design. It’s a reminder that in a neighbourhood defined by energy and expression, true sophistication often whispers.
MOI Restaurant
86 Wardour Street, Soho, W1F 0TQ
Tuesday – Saturday: 12–3pm, 6–10pm | Sunday: 12.30–3.30pm
moirestaurant.com
Photography: Eleonora Boscarelli & MOI
