Kazunori Nozawa's latest venture sugarFISH opened doors to a lot of fanfare a few days ago. The highly spoiled and educated LA-sushi community was buzzing about the new joint. I immediately made plans with a few friends to dine here.
sugarFISH is located in a mall in the Marina Del Rey blending in with its high end bobo neighbors. It's bright, modern, and sleek. There's an unexpected high tech component to the restaurant (Sapient co-founder and sugarFISH partner Jerry A. Greenberg had some obvious influence) with a digital menu offering fairly simple omakase options. Choosing from three different “Trust Me” menus, the dining experience is straightforward and comforting. Eat the freshest fish, pay a set price (inclusive of tip and tax) and enjoy the Nozawa quality and taste you've grown accustomed to. The seafood maestro's motto, “Don’t Think, Just Eat," rings true here.
A few facts:
* Kazunori Nozawa's son, Tom Nozawa manages all the kitchen and food responsibilities. We hear Nozawa's number one protege is also in house.
* sugarFISH is open for lunch and dinner and at this time, does not take reservations. For a no hassle experience, dine early, around 5:00 p.m. After that, anything goes.
* Famed former Apple creative director, Clement Mok is sugarFISH’s brand designer and head of marketing. Most peeps won't know who he is but for those who do, his touch is obvious.
sugarFISH by SushiNozawa
4722 1/4 Admiralty Way Marina del Rey, CA 90292 Phone: 310.306.6300
Mon - Sat 11:30 am - 10 pm | Sun 12 - 9 pm
