September 25, 2022
Flagship Chotto Matte Soho reveals its divine fresh design
Renowned Nikkei restaurant Chotto Matte Soho temporarily closed its doors for an exhilarating restyle, and after 10 years of service, the flagship’s sleek contemporary reveal was well worth the wait.
Sitting with the Founder of Chotto 48 hours before the launch party, humble Entrepreneur and Negroni-sipper Kurt Zdesar said that ‘the refresh reflected the evolution and growth of Chotto’. As they worked on Chotto Marylebone, the team reflected on the Soho flagship and decided to give the original the revamp it deserved, a very fitting way to mark 10 years.
Chotto Matte landed in 2013, with founder Kurt Zdesar bringing the vibrant spirit of Tokyo and the taste of Lima to the heart of Soho. It soon became a staple on London’s restaurant scene, mirroring its eclectic environment and continuously seeking creative influence through art and diversity. The reimagined restaurant will debut a stylish lounge bar, as well as snazzy new menu additions, featuring delectable vegan and vegetarian options as well as reworked cocktails, alcoholic and non-alcoholic and much more.
Tropical foliage is abundant throughout the restaurant, as a nod to the Peruvian landscape, and none of it is fake. All the brand’s most iconic features will still be found within the new design, including Japanese lava stone, shou sugi ban wood, and a variation of wall art inspired by Tokyo’s contemporary urban culture. Guests will still enjoy the theatrics of the sushi counter and upstairs open kitchen, complete with a new updated robata grill. The Chotto Matte concept is set for a global expansion journey, bringing its signature Nikkei experience to various aspirational cities across the US and beyond.
The site has been designed by award-winning architect and long-standing brand partner Andy Martin Architecture (AMA). Chotto Matte’s founder Kurt Zdesar mentions: “We are always looking to innovate and evolve, from the kitchen to design, so after almost 10 years of service it was time to shake things up. Since day one art has been an important feature in all our designs, with graffiti walls and neon artworks.
There’s even more excitement to come as Kurt shared that the new Chotto openings include: San Francisco, Los Angeles, Nashville, Philadelphia, Manchester (UK) Doha and Riyadh in the Middle East.
Current sites include the Soho flagship, a newly opened Marylebone branch in London, alongside Miami and Toronto.
With such incredible growth, Kurt shared that he’s most proud of “going it alone when he had a safety net in his role at 32 as a Director”, but his grandad taught him that “you should always do it for yourself, even if you earn £1 for yourself it’s better than earning £2 for somebody else”.
When asked Zdesar what his biggest lesson has been in his career thus far he responded “if it’s easy to do, everybody would do it. The industry isn’t easy but I’m glad because we wouldn’t be where we are with Chotto now, and my team has been incredible. He goes on to say “I’ll continue to bring them with me for new challenges”.
Wise words from a very inspiring entrepreneur in the restaurant where it all started.
If you’d like to sample the renowned Nikkei restaurant, make sure you head to the newly spiced-up Soho branch, you won’t be disappointed.
A: 11-13 Frith St, London W1D 4RB
T: +44 207 042 7171
W: Chotto Matte
Written by Kaya Cheshire for Luxuria Lifestyle London and International