Lure Was a Haven for Blogger Barons

"Set in a subterranean, wood‑lined cabin modeled after mid‑century yachts and designed by Serge Becker, this 2004 John McDonald opening became the lunchtime epicenter for early‑aughts digital‑media figures. Its clientele — from Gawker-era editors to tech and media founders — made the scene the main draw more than the cooking, which under Josh Capon and later Preston Clark featured shrimp cocktail, Americanized sushi (hamachi and tuna among the regulars) and off‑menu favorites like an oft‑referenced chicken sandwich. Beloved for its teak‑lined, yacht‑like dining room, the spot survived past rent scares and even hosted industry deals (one publisher bought a media site over lunch here), but it now faces lease uncertainty as the building's owner weighs a retail expansion that could displace the restaurant." - Joshua David Stein