Lure Fishbar
Restaurant · SoHo ·
Yachtlike interior, fresh seafood, sushi, dim sum, and hopping bar
Yachtlike interior, fresh seafood, sushi, dim sum, and hopping bar
"In stark contrast to the new arrivals, this beloved Soho restaurant — open since early 2004 — faces potential displacement, a flashpoint for concerns that luxury brands are pushing out independent neighborhood institutions." - Alexis Benveniste
"Stepping into Lure Fishbar in Soho feels like boarding a dimly lit yacht: the indulgent menu ranges from lobster bisque and lobster mac and cheese to surf and turf and a burger with bacon onion jam, while the Raw Bar & Sushi offers oysters, caviar service, crispy sushi rice, sashimi, and signature rolls — when Swift visited in 2023, her party’s sushi order included the Hellfire Roll, Jalapeño Yellowtail Roll, and salmon nigiri." - Derin Yilmaz
"Lure Fishbar charges $38 for their lobster roll, which isn’t so different from the other places on this list. But when you factor in that you’ll probably also order at least one $20 cocktail at this subterranean, yacht-themed Soho restaurant, things can add up. The roll is good, though, and if you’ve been dying to check out a scene that ranges from pop stars on arena tours to retirees who’ve developed a taste for Balenciaga, pop in and enjoy a mound of lobster, lightly dressed with mayo and chives, on a toasted brioche bun soaked in butter." - willa moore, bryan kim, molly fitzpatrick, sonal shah
"If you want real luxury, few places are better than Lure in the northeast corner of Soho. The subterranean spot makes you feel like you’re in the hold of a ship, with its overarching crossbeams and nautical lanterns. Come evening or weekend brunch, the place is filled with families, businesspeople, tourists, and nearly every other diner category, chowing down on whole fish, grand shellfish plateaux, dim sum, and a novel form of sushi. Hold on to this Soho legend while you can, as rumors swirl that Prada is trying to push it out." - Melissa McCart
"With its raw bar and sushi, Lure Fishbar in Soho is, ostensibly, a seafood spot. But you’ll see the Bash Burger on almost every table, because it’s the best thing on the menu. The sesame bun is soft and a little crispy around the edges, and the beef patty is thick and juicy. A few razor-thin pickle slices help balance each bite, but what really sets this burger apart is the salty-sweet jam with bacon bits and onions. This restaurant can be a zoo, so plan a lunch or late dinner here." - will hartman, bryan kim, neha talreja, willa moore, kenny yang