This paper presents a comprehensive concept plan for Unagi, an upscale sushi restaurant designed to bring the experience of Tokyo's finest sushi establishments to a North American urban setting. The plan covers interior design and ambiance, service standards across three distinct dining areas — the bar, the main dining room, and the omakase table — as well as the target clientele, location strategy, and marketing approach. The restaurant's philosophy centers on sourcing the world's best fish and presenting it with minimal interference, supported by expert sake pairing and a refined, modern Japanese aesthetic.
Unagi will be dedicated to being the best sushi restaurant in town. When a customer enters, a hostess will greet them. The hostess will not be wearing a kimono, as this is a modern restaurant; she will be formally attired in contemporary Western dress. To the left of the reception area will be the bar, which will feature a range of sakes, basic sushi rolls, and Japanese beers. As the reception area is little more than a doorway, guests will be moved promptly to the bar. The bar will feature ornate barstools in a classical wooden design. The overall aesthetic will be austere yet luxurious, with black and white marble flooring and counters accented by gold and colored marble inlays.
The main dining room will be relatively small and will carry the same marble aesthetic as the bar. Furnishings will include ornately carved teak chair backs and mahogany tables. The room will be dimly lit, with small candles at each table. Near the kitchen there will be a small bar with four stools, reserved exclusively for guests who have booked the evening's omakase. Those guests will bring their aperitif from the bar, and once they have ordered their appetizer — either rolls or house-made miso soup — the waiter will greet them and announce the daily menu.
The floors will be bare, and the walls will be covered in tapestries that reflect a modern Japanese sensibility — a blend of traditional simplicity with contemporary designs and accents. The tables will be bare upon arrival. Chopsticks will be brought out prior to the first dish, along with any necessary condiments.
The lighting will be soft and electric. Candles will be placed on the tables, but the primary lighting source will be electric. It is important that diners be able to appreciate the dynamic presentation of the food without harsh lighting disrupting the atmosphere. There will be no music in the main dining room, as it could be distracting. The bar area will feature light background music of high style and refinement — ranging from jazz to Japanese classical to Buddha Bar-style sounds — varying by time of day and day of the week.
The fish will be presented on traditional wooden plates, each small and specially designed for the specific piece of sushi being served. Only chopsticks will be used — exquisite wooden chopsticks with carved handles. No additional serving equipment will be necessary. Pieces will be brought out individually as they are ready, allowing the diner to savor each one fully. The sake sommelier will guide beverage choices to perfectly complement each dish. Sake will be served at cellar temperature and sourced exclusively from Japanese microbreweries, with the exception of an American-made "house" sake.
The house philosophy holds that there is little point in sourcing the world's best fish if the customer is simply going to drown it in soy sauce and wasabi. For this reason, no generic condiments will be placed on the table. The chefs will ensure that each dish arrives with the precise condiment needed to enhance the flavor of that specific fish. The soy sauce will be house-made to guarantee freshness, and three grades will be used to provide the ideal complement for each preparation.
The restaurant's signature will be a complimentary savory pre-dessert: gorgeous uni topped with a quail egg — an unrivaled indulgence before a sweet dessert may be presented, and the meal concluded with a cognac, brandy, or well-aged Japanese whisky. The separation between the bar and the main dining room is intentional, designed to heighten the sense of anticipation before the main course arrives. The prominent positioning of the omakase table will create an aspirational atmosphere, as that table's guests will be having the most extraordinary meal of their lives — and the rest of the room will sense this and be drawn to return.
The core concept of Unagi is to be the American equivalent of the world's finest sushi restaurants — the kind of place Tokyo's elite would seek out anywhere on the continent. The appeal will center on the food, as Unagi will source the best fish available. The design concept supports this ambition. While it is tempting to lean into an overtly Asian theme when designing a sushi restaurant, this does not reflect the reality of high-end sushi in Japan. This is not sushi for tourists; it is sushi for experienced enthusiasts who, if they have not been to Japan, have at least sought out the best in New York, Los Angeles, or Vancouver. The design concept therefore revolves around traditional Japanese simplicity combined with a high sense of style and expensive, beautifully crafted finishes. There is a significant amount of custom work in this restaurant, as the target market expects an atmosphere worthy of the world's best sushi.
The restaurant is positioned at the high end of the market, so the clientele will consist largely of wealthy food enthusiasts and affluent newcomers to serious sushi. The average client will be over 45, with at least a six-figure salary, and will predominantly be male, though many couples will also dine here. The average customer will work in a managerial, executive, or investor role. A typical table will be either a couple or a group of businesspeople socializing after work. For the most part, this clientele should already have a sound knowledge of sushi, given that the preparations will be advanced and a newcomer may not fully appreciate the quality of the fish.
"Downtown tower site and limited seating rationale"
"Bar, dining room, and omakase service tiers"
"Word-of-mouth, chef reputation, and opening buzz"
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