Why London Is Excellent For Nobu’s World Launch Of Its New Health Model

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Like no other brand Nobu is so inextricably linked to a single dish in his restaurant that when someone mentions these two little words – “Black Cod” – you immediately know what they are talking about. The dish became famous as early as the 90s when you didn’t know where to eat a serving of the sweet and savory seafood, then frankly you were completely out of reach.

The restaurant in Nobu London Portman Square.

(Image credit: Jack Hardy)

Since then, the Nobu brand has seen a meteoric rise to fame, encompassing more than just Japanese cuisine (no matter how legendary or delicious it is). And it’s not slowing down anytime soon.

Today the company is known for its hotels as well as for its restaurants. Founded in 2013 by Chef Nobu Matsuhisa, actor Robert De Niro and film producer Meir Teper, the hospitality arm – Nobu Hotels – already has 13 properties under its roof and has no fewer than seven new projects on the horizon over the next few years. Riyadh, Toronto, São Paulo, Atlanta, Tel Aviv, Marrakech and Hamburg are the newest – and varied – destinations in which Black Cod and many other culinary delights can soon be found.

It’s a warm welcome to Nobu Hotel London Portman Square.

(Image credit: Jack Hardy)

One of the most recent openings is Nobu Hotel London Portman Square, which was officially launched between lockdowns in 2020 (but is only getting underway now). It draws on the local artisanal tradition of Marylebone, where it is found, as well as its well-known Japanese minimalist handwriting. This may seem like an oxymoron in terms of design approaches – even more so when you find that this property is huge, with 249 rooms and several private rooms. But with bespoke art by British artists and allusions to Japanese heritage in every corner – some are so subtle you can blink and miss them – it kind of works.

The curved all-glass entrance sets the scene – that is Nobu in its most glamorous form (illuminated at night, pure drama). Step inside and find staff in immaculate uniforms by Nicholas Oakwel and be mesmerized by an impressive kinetic sculpture by artist Ivan Black. In addition to emphasizing the lofty, double-high lobby, this 5 m long installation has rotating metal slats that cast a subtle light and shadow effect into the room and have a convincing effect.

The rotating sculpture of Ivan ‘Black in the lobby.

(Image credit: Jack Hardy)

David Collins Studio oversaw the thoughtful and intricate interiors in the public spaces, while the simple but stylish bedroom design was created by Make Studio (more on that later). Of course there is also a starred restaurant – but the big news here is the launch of Nobu’s first wellness and fitness brand – Nobu Pilates.

The three-tier program was created by Nobus Creative Director Marsha Lindsay and first rolled out on the Portman Square property before rolling out to other destinations around the world.

“Nobu London Portman Square is an important and exciting opening for us. It’s a milestone moment. The hotel is also located in one of the most dynamic cities in the world, ”says Tom Bates, the hotel’s marketing director. “So the launch of Nobu Pilates in London is a heavenly marriage. It just makes sense. ”

The Pilates studio.

(Image credit: Jack Hardy)

Marsha has developed a selection of three signature classes, each with a different focus. In a light-flooded studio, guests can immerse themselves in a selection of Pilates courses “Power”, “Precision” and “Pure”. The courses are also open to those who are not staying at the hotel – “We’re harnessing the real community spirit that you find in Marylebone,” says Tom.

“Power” combines a HIIT-style workout – not for the faint of heart; while ‘Precision’ focuses on different muscle groups to shape and lengthen the limbs; ‘Pure’, on the other hand, is probably the most traditional, focuses on your core and uses all of the Reformer equipment.

One of the treatment rooms for Nobu’s own Zen treatments.

(Image credit: Jack Hardy)

Perhaps to encourage hesitation, a quote from Joseph Pilates, the founder of the discipline of the same name in the 1920s, is emblazoned on the wall: “Physical fitness is the first requirement for happiness”.

“Wellness is an exponentially growing area,” continues Tom. “We were already focusing on this before Covid, but after the last 18 months there has obviously been renewed interest for everyone. Pilates seemed like the only form of exercise that worked well with the brand. It is in line with our principles of passion, integrity and growth. This is really just the beginning where things can go. “

In addition to Pilates, a fine selection of treatments is also offered, including “Nobu Zen” – the hotel’s signature massage, which is tailored to each guest using ancient techniques and an individual blend of oils, as well as ritual therapies from the Ayurvedic skin care brand Mauli and a holistic approach from the British Gentleman’s Tonic men’s grooming brand.

David Collins Studio gives the bar a dark and atmospheric touch.

(Image credit: Jack Hardy)

Before that show stopper at an opening, Berkeley Square was perhaps Nobu’s most famous outpost in the capital. However, the illustrious, stand-alone restaurant is now housed in the new Portman Square Hotel. (Even better for A-listers and mega-watt celebs to fall into one of the hotel’s extremely comfortable beds after too much sake.)

However, Portman Square restaurant more than makes up for the disappointment with the closure. The huge room with around 200 seats has a New York atmosphere. Opulent Italian marble stairs lead you to the entrance, where black and cream tones create an atmospheric atmosphere and a club soundtrack enhances the nightlife ambience. The long, open kitchen overlooks a sushi counter, and this adds to the hustle and bustle as your gaze is constantly on the multitude of chefs who cook on-site and create majestic feasts.

The lobby lounge has a bright appearance.

(Image credit: Jack Hardy)

It goes without saying that the restaurant pays homage to Nobu’s long tradition of high-end Japanese-Peruvian cuisine. It is a rare thing for a restaurant name like Nobu to expand globally and maintain its integrity in terms of quality and taste. Portman Square proves it can be done with a delicious selection of favorites developed by Chef Nobu Matsuhisa, as well as new menus. Start with Black Cod Croquettes or Padron Peppers Yuzu Miso – perfect while browsing the menu with a Japanese Fizz cocktail (it combines Suntory Haku Vodka with Yuzu sorbet, citrus and elderflower syrup). Then immerse yourself in melt-in-the-mouth sashimi – the yellowtail jalapeno is a classic, while the new lobster quinoa ceviche is a revelation. For a good – and easy – approach, the tasting menu covers all the basics with a selection of sashimi, sushi (including the rock shrimp tempura), black cod miso – of course, miso soup, and the most tender Wagyu beef.

The sushi counter and the open kitchen liven up the restaurant.

(Image credit: Jack Hardy)

To keep up with the current world we live in, the hotel also has an outdoor terrace. It’s on the ground floor next to the dark and brooding bar – a classic David Collins eye candy with its midnight blue tones and shimmering gold accents (the perfect after-hour spot with resident DJ on some evenings). The terrace (a true sign of our time) opened last year to continue pampering Nobu fans (when food was not allowed inside). “It was packed the first night we opened,” says Tom. It offers a special gin menu, while in the informal lounge area – which leads into the lobby – the menu focuses on whiskeys with a wide selection from around the world from Australia to Scotland. Its Art Deco-style mirrored bar, lime green and purple seating create a modern feel and this is where you can order a stellar breakfast (try the Yuzu Crab Benedict for a twist on the traditional).

David Collins’ design in all of these areas shows an ardent knowledge of Japanese handicrafts – with wood paneling, patterns and architectural elements that are consistently reminiscent of traditional handicraft practices such as buro (patchwork), the ancient art of sumi-e (marker making) and tatami mat making .

The elegant bedroom design.

(Image credit: Jack Hardy)

Artwork by a number of aspiring British artists add to the thoughtful and handcrafted feel. For example, a sculptural cloud statement pendant lamp hangs above the reception counter. Artist Jeremy Maxwell Wintrebert used traditional glass blowing techniques to create this unique sculpture.

In the bedrooms, on the other hand, the atmosphere is rather subdued and minimalist, but still stylish. The simple design by Make Architects includes light wood paneling with large-format, bold works of art, bespoke lighting – referring to ancient lanterns – and reduced, yet opulent textiles – think: dove-gray satin curtains, navy blue velvet cushions and floor-to-ceiling, buttery-soft leather headboards.

Design details in the bedroom.

(Credit: AVC)

Other thoughtful details include traditional yukata robes in the wardrobes, marble bathrooms with large Grown Alchemist products, and a free soft drink bar. The drawers are also filled with a supply of ingenious essentials that go beyond the normal sewing kit – such as hangover and basic medical supplies as well as a Japanese tea set made of black ceramic. It’s the modern definition of zen.