All stories about "Sushi"

SugarFISH by Sushi Nozawa opened softly in the Waterside shopping center in Marina del Rey yesterday. This is Kazunori Nozawa's---yes, the one many refer to as the "sushi nazi"---first foray into branding. SugarFISH is a toned-down, simplified version of Nozawa: "Trust Me" or tasting menus only, tip and tax included, no modifications, limited but based on that day's product so it will change, no sushi chefs or show up front. The menus range from $20 to $40, but there are specials that can be added on, plus beer and sake. The space is cute and stylish in a Pinkberry sort of way. Wait, did we say Pinkberry? Yes. That's the idea: SugarFISH might just be the next Pinkberry, at least that's what the owners and investors hope. Because it's in soft-open phase, the hours are fluctuating through the rest of the week (no lunch tomorrow but dinner; closed Saturday; open all day Sunday) but come Monday, it's full steam ahead. Some of the media preview and previous Plywood.

Nozawa in Studio City; below right, the new SugarFISH

For everyone who thought Kazunori Nozawa was too strict, too impossible, the "sushi nazi," know that with his son Tom and new media entrepreneur Jerry Greenberg by his side, SugarFISH by SushiNozawa in the Waterside mall in Marina del Rey will be nothing like Sushi Nozawa in Studio City. You won't see your sushi chefs (or Nozawa for that matter)---everyone's relegated to the kitchen for preparation---so no show, no "no sushi for you." To keep it simple, the omakase concept remains intact with three "Trust Me" menus (yes, called "Trust Me" so not to scare the uninitiated away). They want you to know what your getting up and how much it costs up front so there aren't any "surprises," and therefore, Nozawa can't throw you out. The chef is working directly with purveyors "to cut out the middleman," so they're touting quality fish at moderate prices. If this all sounds primed for malls across America (with a helpful website to boot), that's the point: SugarFISH wants to be the next P.F. Chang's or CPK. The MDR restaurant debuts June 23.
· Plywood Report: Club Sushi, SugarFISH, More [~ELA~]

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Here, friends, the new Nobu, open only one week. What you see is a snazzy David Rockwell design---lots of textures, colors, banquettes everywhere, only a few hidden nooks. With the exception of the skylights in the intimate room between the bar and dining room and the fully stocked wine cellar that came with the sale of the building, nothing remotely resembles the L'Orangerie of yore. The famous and beautiful are filing in for Nobu Matsuhisa classics like yellowtail with jalapeno, miso black cod and rock shrimp tempura; people so used to ordering from whatever Nobu menu they've memorized from any one of the various locations, they don't even look anymore. Each day brings more reservations, and soon the place will be impossible to get into...unless you're one of those people. But no more trekking out to Malibu, and surely Matsuhisa down the street will take a hit. Two different experiences, though. Here's our first look, one from Jonathan Gold, and more reading here and here.

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This little nugget is Luckyfish, the new kaiten sushi spot from the folks behind Sushi Roku. Tucked between Fritelli's and the Rite-Aid on Canon Drive, the room isn't very large, and while the design is attractive, the focal point is definitely the conveyor belt, which carries up to 250 plates at a time past 30 or so booths and seats. We've been to some nasty kaiten sushi spots, and this one definitely feels cleaner, sleeker, fitting for Beverly Hills. If that's not comforting enough to explore sushi motoring by in little compartments, know that every plate is embedded with a radio frequency chip to monitor how long it stays on the belt. Plates are color-coded, too, so you can monitor your wallet. Find more on Luckyfish here, and the menu here.