Situated in the heart of Mayfair, Novikov is one of London’s finest eateries. Famed for its host of celebrity clientele and exquisite food, Novikov is split into three – an Asian restaurant, an Italian restaurant and the underground Lounge bar. It is the place to be seen and also just to see – the fish counter in the Asian restaurant is a marvel in itself.
Novikov holds Rihanna and Drake as fans, with the pair of them making it a must-hit spot when they’re in London. It is one of London’s most aspired to restaurants and is situated over three floors, just a stone’s throw away from the Ritz.
Owned and founded by Arkady Novikov, it is the Russian entrepreneur’s first London restaurant and opened in 2011. He has created a vast food empire from London to Moscow and his restaurant easily sits as one of the capital’s best. Whether you’re dining at the Asian or Italian restaurant, you’re in for a real treat. One thing to mention is that while known for its pricey menu, Novikov can be done cheaply.
We went down to the Asian side to Novikov one lunchtime and we were seriously impressed by what was on offer. Fancy a trip down there? Read on.
Novikov Asian Restaurant
The Asian restaurant in Mayfair is undoubtedly one of the best in London, with only fresh produce being used (you’ll see that for yourself as all their produce is literally lined up for you to see). One thing we recommend with this menu is to be brave – it’s all about trying new things and certainly things you probably would never think to order.
So what food should you get? First things first, you should not leave without having tried the scallop and black truffle sashimi. It is a taste explosion that just keeps giving. Next we would suggest getting yourself a mixture of the sushi available – we went for tuna, sea bass and salmon which we did not regret. Next, if you’re feeling like treating yourself, ask for the wasabi gratinated king crab claw. At just north of £71 it isn’t the cheapest selection on the menu, but it’s definitely one of the tastiest. Pair this with one of the expertly cooked beef steaks and you’ve got a winning combo.
Desserts aren’t known for being a speciality in Japanese cuisine, which is what this side of the restaurant is predominately based upon, but luckily Novikov knows this and the desserts are somewhat western. Chocolate lava cake and passionfruit and mango pudding were good enough to share between two, with a selection of sakes (we loved the cucumber and elderflower types) and a finishing touch by means of a Kalua coffee.
While it can often be given a rep as a pretentious place, Novikov is exactly the opposite. Set in a relaxed environment with some of the best staff you’ll come across at an eatery, it really is a mind-blowing experience that we wish we could do every week!
What To Wear
Sitting in Mayfair, you can expect the clientele in Novikov to be dressed to the nines, and you’d be right. Don’t wear a hat, but also there’s no need to dress up in a suit. A simple shirt and jeans would be perfect.