With a trail of acclaim from Spain to the UAE, Morocco to Monaco, the acclaimed 99 Sushi Bar & Restaurant prepares to land in London—unapologetically bold, and entirely at home in Mayfair, the city's most rarefied postcode.

The new opening marks a turning point in the brand's evolution: this is not just a new outpost: it is the flagship reimagined. 99 London is the 2.0 version of the brand, a step change in presence, ambition, and design.

Tucked inside the London Hilton on Park Lane, this address asserts itself with quiet confidence on a street steeped in heritage and privilege. Mayfair is no ordinary postcode—it's where power lunches evolve into whispered deals over rare malts, where discreet opulence is an art form, and where status isn't displayed, it's understood.

And into this world, 99 enters with its signature tension between restraint and indulgence.

A DESIGN OF INHERENT DRAMA

The interiors are unlike anything London has yet hosted in Japanese dining. For the first time, CEO and creative mind Jaime Castaneda has passed the reins to another, commissioning Mónica de Hostos of Borco Group to lead the creative direction.

"This is 99's most mature expression to date," says Castaneda. "The design breathes London—its density, its mystique, its quiet intensity."

Textures do the talking: black marble veined like inked parchment, emerald stone, and sable limestone meet crimson velvet banquettes, shimmering moss walls, and sculptural chandeliers that hover like molten glass. From the sidewalk terrace—tailored for Mayfair's ritual of subtle theatre—to the lush bar and intimate sushi counter, every inch has been honed for anticipation.

It's not a space you walk into. It's one you enter.

CULINARY RIGOUR, 99 STYLE

At the core of the experience remains the brand's unwavering culinary ethos. 99's Japanese cuisine is ingredient-led, technically refined, and health-forward, rooted in reverence for seasonality and precision. Yet it carries a contemporary signature that elevates it far beyond the traditional.

Sustainably farmed Atlantic bluefin tuna—the brand's emblematic ingredient—is prepared in myriad forms, from flambéed nigiris to buttery tartares. Expect carpaccios dressed in restrained acidity, smoky robata skewers, and an ever-evolving edit of plates that blur the line between purism and avant-garde.

LONDON'S NEXT ICONIC DINING ROOM

With venues in Madrid, Barcelona, and Marbella, as well as Abu Dhabi (1 MICHELIN Star), Dubai, Rabat, and Monaco, 99's London landing signals more than geographic growth—it is a new gravitational center for the brand's identity.

Mayfair's newest arrival isn't here to blend in.  It's here to become the room that matters.

BOILER PLATE: Swanky Ninety Nine SB Investment LLC. group boasts exclusive locations in Madrid, Barcelona, and Marbella, all under award-winning brand 99 Sushi Bar & Restaurant.  In the UAE, these pioneers of Japanese haute cuisine operate 2 such properties, in the capital on fashionable Al Maryah Island (1 MICHELIN Star since 2022 - 1 Toque at the Gault&Millau guide 2024) and at the foot of iconic fountains and Burj Khalifa in Dubai (MICHELIN Selected Restaurant - 1 Toque at the Gault&Millau guide 2024).  The stunning restaurants are conceived to take guests on an extraordinary culinary voyage to the Land of the Rising Sun, infusing the cuisine with original signature techniques and flavours. The avant-garde experience boasts expertly crafted dishes, with an emphasis on premium blue fin tuna.  It is enhanced by exceptional service and by welcoming contemporary interiors, designed to comfort and impress.  Careful preparation, excellent service and design artistry combine to shape 99 Sushi Bar, now open in Rabat and Monaco, coming soon in London.
Ninety Nine SB Investment LLC have also created a new sister brand, simply named KO, now open at the legendary Bernabéu Stadium (pop-ups coming to the UAE in 2025) boasting a new speak-easy feel and carnivorous approach on the traditional Japanese fare.