Two new restaurants are set to arrive in London’s Soho this summer, promising to bring fresh energy and global flavours to the city’s ever-evolving dining scene. Hospitality entrepreneur Artem Login is launching MAD Restaurants, a new group debuting with the Japanese-inspired MOI and the Basque-influenced ALTA. The move marks a significant expansion for Login, whose family is known for the L’ETO café and patisserie brand, which boasts over 40 sites across London and the Middle East.
MOI: Japanese Grilling Meets British Produce
Opening in July on Wardour Street, MOI is set to offer a contemporary take on Japanese cuisine, with a particular focus on grilling and sushi. The restaurant will be overseen by Group Executive Chef Andy Cook, whose pedigree includes more than a decade with the Gordon Ramsay Group, where he launched international outposts in New York, Las Vegas, and Tokyo. MOI will span two floors, accommodating 150 diners, and will include a main dining room, a private dining space for up to 20 guests, an omakase-style sushi bar, and a listening room dedicated to music-led events.
The menu at MOI will blend Japanese techniques with British ingredients, featuring small plates, skewers, sushi, sashimi, and larger grill dishes designed for sharing. Dishes will include fried artichoke with hoba-smoked caviar and sansho, Orkney scallops with juniper kombu, grilled turbot fillet with yuzu kosho butter, crab temaki with apple and kimizu sauce, and mackerel crudo with yuzu. The drinks programme, curated by Head of Beverage Dino Koletsas, will feature a low-intervention wine list, sake and shochu pairings, and cocktails inspired by Japanese flavours.
The interior design at MOI aims to evoke a modern interpretation of Japanese aesthetics, utilizing natural reclaimed woods, raw concrete, and soft lighting to create a tactile, nature-inspired atmosphere.
ALTA: Basque Fire Cooking in Kingly Court
Following closely in August, ALTA will open in Kingly Court, bringing northern Spanish cuisine to Soho. The restaurant will be helmed by chef Rob Roy Cameron, whose experience includes time at El Bulli and work with chef Albert Adrià in Spain. Cameron is returning to London after leading projects such as Untitled in Dalston and Gazelle in Mayfair.
ALTA will focus on open-fire cooking, drawing inspiration from the Alta Navarra peninsula and the Basque country. The 5,591-square-foot, two-floor site-formerly home to The Rum Kitchen-will seat over 100 guests and feature private dining rooms, a chilled seafood counter, a large open-fire grill at the heart of a borderless kitchen, and an outdoor terrace. The menu will emphasize sharing plates and dishes from the grill, using British ingredients and Spanish techniques such as escabeche. Highlights include Cornish mussels with grilled bread, baked beetroot salad with almonds and balsamic dressing, wood-fired courgette with pumpkin seed romesco, razor clams in white escabeche, grilled 38-day-aged beef sirloin, and turbot head. Desserts will feature chocolate mousse with smoked olive oil meringue and Basque cheesecake with escabeche strawberries.
The beverage programme at ALTA, also led by Koletsas, will spotlight European low-intervention wines, UK-produced ciders, sherries, Spanish vermouth on tap, and savoury-leaning cocktails.
With MOI and ALTA, Artem Login and his team are aiming to establish MAD Restaurants as a creative force in London, blending international culinary influences with a focus on live fire and high-quality British produce. Both venues are poised to become notable additions to Soho’s diverse dining landscape this summer.
