OY Hospitality presents its new destination – vibrant SOON Nobby x True Izakaya located in Armada Tower 2, Cluster P, JLT – one of the largest residential areas in new Dubai. Inspired by Japanese gaming culture, cyber punk and 1980s aesthetics, SOON is not breaking the original code of genuine Tokyo-raised Izakaya, rooting to the beginning of the sake stay-in-drink and eat shops yet following a strip-and-build approach by delicately infusing the new age meanings focusing on mixology, music, and lighting design.
The guiding concept of SOON Nobby x True Izakaya is creating a completely new go out destination for foodies, socialites, party fans and cocktail lovers. Located in Armada Tower 2, JLT, SOON will become a significant part of modern city culture. Combining veritable Japanese cuisine with neoteric pop culture, SOON will make a statement of style and draw the attention of curious minds with its unique framework.
The interior is what creates the first impression of SOON. Inspiration for futuristic design came from the 1980s, with a strong focus on anime culture and gaming. SOON is genuine and ironic, paying homage to Japanese pop culture. Minimalistic contemporary decoration is successfully complemented with provocative details such as Ahegao-style graphic floor and robot Tō Kōtei (his name means party emperor) made of old Japanese electronics. The lightning is symbolic too – while Japan is known as the Land of Rising Sun, the warm red gradient spotlights throughout the space projects the feeling of sunrise yet creating an intimate party atmosphere and animating the details of the venue.
Being contemporary and trendy, SOON remains a safe space for a community of like-minded people who think out of the box. The venue splits in six different zones enabling secluded dinners in the close circle, quick nosh at a street food style sushi counter, bustling parties to remember. The Music calendar includes locally acknowledged downtempo music collective, that provides deeper immersion into the new experience. And the very special Sento room coming in September will be a place for karaoke partying away from home and prying eyes.
The food menu for SOON has been created by Brian Hoang, an experienced Chef who has profound knowledge of world cuisines. Paying homage to the 1980s Japanese culture, Brian has interpreted energetic Tokyo watering holes where work-weary locals head to eat, drink and escape real life. SOON emphasizes Japanese classics above all, but also supports worldwide food trends and follows Dubai high-end expectations. “The Japanese keep things simple, straightforward, and raw”, – says Brian. Many dishes are based on umami flavor which inflames the appetite, for example, House Tofu & Tomato Salad. Other menu highlights include Aged Shima Aji — warm water fish that becomes sweeter if left for a few days. Saikyo Miso Black Cod served with mild miso and earthy mushroom broth is surprisingly light yet filling. And the Wagyu Beef Mazesoba has a creamy texture and a savoury flavour turning soupless ramen into a delicacy. Chef Brian leaves the general concept of Japanese Izakayas untouched offering approachable food with a small plates concept – dishes are designed for sharing and are brought to the table steadily and continuously through the meal making casual drink pairings.
The Head Bartender of OY Hospitality Dima Olenin has curated the beverage program. Composing a cocktail carte Dima was bearing in mind Japanese vibrant cities, true Izakaya traditions, iconic cartoons, anime stories and the 1980s cyberpunk vibes. This kaleidoscope of associations reflects SOON DNA and goes beyond worldwide beverage trends. Dima supports the tendency to create simple mixes, using just a few ingredients, but with deep fulfilling taste and catchy impressive serving. The drink menu also includes Japanese pilsner-style draft beers (almost always one of Asahi, Kirin, Sapporo or Suntory), various sours (for example lemon mixed with shōchū and soda water), chūhai, an extensive menu of cold and warm saké (more correctly known as nihonshu in Japanese), and shōchū.
With its stylish yet ironic concept, SOON Nobby x True Izakaya is going to embark every guest on an inspiring cultural journey, which will bring new gastronomic experiences and stunning entertainment pleasure.
The restaurant is open:
Sun–Thu: 12 pm – 1 am
Fri–Sat: 12 pm – 3 am
For reservation
+971 55 434 0575
reservation@soondxb.com
Armada Tower 2, Cluster P, JLT, Dubai, United Arab Emirates
@soondxb
https://soondxb.com/