Hospitality entrepreneur Artem Login, who also founded the L’ETO café chain, is set to expand his portfolio with two new restaurants in Soho, London in summer 2025.
The new restaurant group, MAD Restaurants, will introduce a Japanese-inspired grill and sushi restaurant named MOI in Soho, followed by ALTA, a venue celebrating the open fire cooking of northern Spain.
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MOI, set to open on Wardour Street in July, will feature a 150-cover dining space spanning two floors, including an omakase-style sushi bar and a 40-cover Listening Room inspired by Tokyo’s hidden bars.
Executive chef Andy Cook, formerly a member of Gordon Ramsay’s team, will oversee a menu that blends British ingredients with Japanese-inspired culinary techniques, offering dishes such as fried artichoke with hoba (which means “prepared with dried magnolia leaves”)-smoked caviar and grilled turbot fillet with yuzu kosho butter.
August will then see the opening of ALTA at Kingly Court, Soho’s largest restaurant space.
Head chef Rob Roy Cameron, with experience from El Bulli and 41 Degrees, will lead a kitchen serving northern Spanish cuisine.
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By GlobalDataThe 5,591ft² venue will accommodate 100 guests, featuring dishes such Cornish mussels with grilled bread and homemade txistorra (Basque sausage) with onion cider jus, alongside a grill menu with 38-day-aged beef sirloin and turbot head.
MAD Restaurants’ team is further strengthened by group operations manager Giulia Cappuccio, with experience at the Ledbury and KOL, and group head of beverage Dino Koletsas, known for his work at prestigious London bars such as Harrods and the Artesian Bar at the Langham.
Andy Cook will also extend his expertise to ALTA, ensuring a consistent culinary vision across both establishments.
