Japanese haute cuisine brand 99 Sushi Bar & Restaurant is opening its first UK venue in January 2026, choosing a prestigious location inside the London Hilton on Park Lane. The move is being billed as “99 London 2.0”, a redesigned flagship version of the brand, with elevated design, new creative direction, and a scaled-up menu.
The interior design is led by Mónica de Hostos (Borco Group), under a broader creative oversight from 99’s CEO Jaime Castaneda. Expect dramatic material choices – black marble with ink-like veining, emerald and sable limestone, crimson velvet banquettes, moss walls, sculptural chandeliers—and spaces crafted for both theatre (outdoor terrace, sushi counter) and intimacy.
On the culinary side, the concept leans into 99’s signature strengths: sustainable, season-led Japanese fare with standout dishes including Atlantic bluefin tuna in various forms (flambéed nigiri, tartare), robata skewers, carpaccios, and other creative plates blending precision with indulgence. There will be a luxe bar area, indoor and outdoor dining, and a design strategy that places visual drama and restraint in equal measure.
Mayfair’s dining scene gets another contender of polished excess and refined nuance, well suited to the area’s appetite for signature cuisine in design-rich spaces.