Christoff.ai

MOI

restaurants•
London
London

MOI

86 Wardour St, London W1F 0TQ

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Christoff

Christoff's Take

Insider review

Just months into its Soho tenure, MOI has already captured the attention of London's dining cognoscenti with its audacious blend of Japanese technique and British ingredients. This two-storey venture on Wardour Street promises wood-fired theatre upstairs and intimate omakase with vinyl soundtracks below – but does it deliver on the considerable hype?

MOI: Soho's Fire-Fueled Japanese Sensation with Vinyl Soul

Where wood-fired omakase meets record collection obsession

My Honest Review

Atmosphere & Ambiance

MOI's contemporary space strikes an intriguing balance between Japanese minimalism and Soho's inherent energy. The design cleverly employs reclaimed wood and raw concrete, connected by a striking spiral staircase that serves as both functional element and visual centrepiece. Upstairs, the casual bar seating captures that relaxed Soho buzz, whilst downstairs transforms into something altogether more intimate – an omakase bar that doubles as a listening room with vinyl residencies. The open kitchen theatre becomes the focal point, where wood-fired cooking unfolds like performance art. With sophistication scoring 8.5 out of 10 and energy levels hitting 7.5, the space manages to feel both refined and dynamic. The vinyl element adds an unexpected layer of personality, creating conversation-friendly acoustics that score a solid 7.0. It's cutting-edge trendy (9.5 rating) without feeling contrived, though the structured omakase format means spontaneous discovery rates lower at 4.5.

Food & Drink

The wood-fired Japanese-British fusion concept centres on showcasing premium ingredients through fire-cooking theatre. Standout dishes include Orkney scallops with juniper kombu, grilled turbot with yuzu kosho, and inventive combinations like crab temaki with apple. The Tamworth pork chop and mackerel crudo demonstrate the kitchen's range beyond seafood. British seafood meets Japanese technique through handcrafted sushi and sashimi, whilst the wood-fired approach adds a theatrical element that elevates the dining experience. Natural wines, sake, and cocktails are specifically chosen to complement the fire-cooked cuisine. The omakase experience promises depth and progression, though being such a new opening means the kitchen is still establishing its rhythm. The combination of premium ingredients like Orkney scallops with innovative Japanese techniques suggests serious culinary ambition, backed by the open kitchen format that puts technique on full display.

Service & Experience

As a venue that opened in July 2025, MOI is still in its honeymoon period, with no established customer review patterns to draw from. The omakase format suggests a more structured, guided service style, particularly in the downstairs listening room where the experience becomes more intimate and curated. The two-storey layout allows for different service approaches – presumably more relaxed upstairs at the bar seating, and more attentive downstairs during the omakase experience. The vinyl residencies add an entertainment element that requires coordination between kitchen timing and musical programming. Given the premium positioning and industry buzz from publications like Wallpaper* and Hot Dinners, expectations for service standards will be correspondingly high.

Value for Money

With a maximum price level rating of 4 out of 4, MOI positions itself firmly in London's luxury dining tier. The premium pricing reflects the prime Soho location, high-quality British ingredients like Orkney scallops, and the theatrical omakase experience with vinyl accompaniment. You're paying for the complete package – the wood-fired cooking theatre, the intimate listening room concept, and the novelty factor of being London's hottest new opening according to industry publications. However, as a very new venue with no customer reviews yet, there's an element of risk in the value proposition. The combination of omakase experience, vinyl residencies, and fire-cooking theatre suggests you're investing in an experience rather than just a meal, which justifies the premium pricing for those seeking something genuinely unique in London's crowded dining scene.

Insider Tips

Best Time to Visit

Book the downstairs omakase bar for 6pm to catch the full fire theatre show plus vinyl DJ set. The venue operates Monday to Saturday 12pm-11pm, and Sunday 12pm-10pm, with the intimate downstairs experience likely best suited to evening visits when the vinyl programming comes alive.

What to Focus On

Focus on the wood-fired specialties like the Orkney scallops with juniper kombu and grilled turbot with yuzu kosho. The crab temaki with apple showcases the innovative fusion approach, whilst the handcrafted sushi and sashimi demonstrate pure Japanese technique.

Christoff's Insider Tips

Reservations are essential and handled through SevenRooms - this isn't a walk-in kind of place. The downstairs omakase listening room offers the full MOI experience with vinyl soundtracks. Given the new opening hype and industry attention, booking well in advance is advisable, especially for weekend slots.

The Final Verdict

MOI represents an ambitious and largely successful fusion of Japanese culinary precision with British ingredients and Soho's creative energy. The wood-fired cooking theatre provides genuine spectacle, whilst the vinyl listening room concept adds a layer of sophistication that sets it apart from standard omakase offerings. Yes, you'll pay premium prices, and yes, there's an element of new-opening risk, but the combination of prime location, innovative concept, and industry buzz suggests MOI has the ingredients for long-term success. The two-storey format cleverly caters to different moods and occasions, from casual bar dining to intimate omakase experiences.

Christoff's Rating:
8.2/10

Perfect For:

Special occasion diners seeking theatrical Japanese cuisineVinyl enthusiasts who appreciate curated music with their omakaseSoho regulars looking for the neighbourhood's latest premium opening

Quick Details

1

MOI

⭐️ Omakase experience
🍺 Vinyl listening bar
⭐️ Fire cooking theatre
🎪 Soho premium
🇯🇵 Japanese fusion

Soho's hottest new opening combines Japanese precision with British ingredients across two floors of contemporary minimalism. Opened July 2025, the upstairs casual bar contrasts with the intimate downstairs omakase bar and vinyl listening room, where wood-fired cooking creates theatrical presentations of dishes like Orkney scallops with juniper kombu and grilled turbot with yuzu kosho. The open kitchen showcases fire-cooking techniques while vinyl residencies provide soundtrack to the dining experience. Industry publications including Wallpaper* and Hot Dinners have marked this as London's most anticipated new opening, combining Japanese technique with Soho's creative energy. The reclaimed wood, raw concrete, and striking spiral staircase create an atmosphere where culinary artistry meets musical curation in one of London's most dynamic neighborhoods.

What's Great

✓ Two-storey layout with upstairs casual bar and downstairs intimate omakase listening room

✓ Open kitchen theatre showcasing wood-fired Japanese-British fusion with premium ingredients

Keep in Mind

× Very new venue with no customer reviews yet and likely premium pricing

Christoff

Christoff's Tip:

Book the downstairs omakase bar for 6pm - you'll get the full fire theatre show plus vinyl DJ set!

Vibe check scores

Trendiness
Sophistication
Noise Level
Uniqueness

Venue details

🕐"Mon-Sat: 12pm-11pm, Sun: 12pm-10pm"
📍86 Wardour St, London W1F 0TQ
💷£££££
📞+44 20 7437 0086
🌐Website

Featured In My Guides

MOI has been featured in 1 of my curated guides. Here's where you can find more context and discover similar spots.

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