Sushi by Bou is expanding its New York City presence with the opening of a new location in Manhattan’s East Village, introducing a rock-and-roll inspired twist to its signature omakase experience. The speakeasy venue, scheduled to open in February 2026, marks the brand’s tenth location in New York State and arrives as the nationally recognized concept continues its rapid growth across the United States.

Founded by restaurateurs Michael Sinensky and Erika London alongside hospitality leader Richie Romero under the Simplevenue Hospitality Group, Sushi by Bou has grown from a single sushi counter into a multi-city brand known for pairing traditional omakase with a lively, speakeasy-style atmosphere. The East Village opening brings that approach to one of downtown Manhattan’s most culturally distinct neighborhoods, while introducing a new design concept inspired by the energy and aesthetic of rock music.

Sushi by Bou has always framed its experience around a simple premise: elevate the traditional sushi counter while removing the stiffness that sometimes accompanies high-end dining. At its core is a chef-guided omakase that unfolds in timed sequences, with sushi chefs presenting a curated progression of bites featuring sustainably sourced seafood selected for freshness and balance. The experience is precise but never formal, intimate yet intentionally energetic.

The East Village location introduces a new visual and cultural layer to that formula. Designed with a rock and roll inspired atmosphere, the space reflects both the personality of the neighborhood and the creative instincts of the team behind the brand. Inside, a 12-seat sushi counter anchors the room, maintaining the intimacy that defines the omakase tradition. Surrounding it are a lounge and bar area, a private karaoke room complete with stage and banquette seating, and a themed lounge inspired by the playful nostalgia of Wayne’s World.

The concept leans into the idea that a sushi experience can be as expressive as the music culture that shaped the East Village itself. For Richie Romero, Chief Hospitality Officer of Sushi by Bou, the theme carries a personal resonance.

“Rock and roll has always been part of who I am,” Romero says. “Having the opportunity to bring that spirit to the East Village venue felt like the perfect next chapter of our speakeasy world and one of the highlights of my career. It is omakase with a backstage pass. Same quality, different volume.”

The culinary format remains rooted in the discipline of Edomae sushi while offering guests several ways to experience the counter. The Signature Omakase presents a 12-course progression that highlights seasonal fish and the chef’s technical precision. For those seeking a more elaborate experience, the Bougie Omakase expands to 17 courses and incorporates imported seafood selections alongside a celebratory Kanpai toast. The Bou Reserve Omakase represents the most indulgent expression of the brand, featuring additions such as caviar, foie gras snow, wagyu upgrades, bone marrow and truffle.

Alongside the omakase tastings, the menu also includes a selection of individual nigiri and handrolls that allow guests to explore the ingredients that define the experience. Options range from hamachi and maguro to gindara miso black cod and wagyuni, a surf and turf pairing that captures the playful tone of the concept.

Behind the scenes, the East Village outpost also reflects a broader strategy that has defined the success of the Simplevenue group. Rather than building traditional restaurant spaces from scratch, the company specializes in transforming underutilized locations into distinctive culinary environments. The result is a network of sushi counters that feel both exclusive and unexpected, often hidden inside hotels, lounges or other hospitality spaces.

“Our goal has always been to create experiences in places people might not expect,” says Erika London, CEO and co-founder of Simplevenue and Sushi by Bou. “While we are thrilled with the expansion of our concept to new markets across the country, it is always fulfilling to deepen our roots in New York City.”

Today Sushi by Bou operates in locations ranging from Times Square’s Sanctuary Hotel to Chicago’s Gold Coast, Miami and Boca Raton, Washington DC, Nashville and Puerto Rico. Additional concepts within the Simple Venue portfolio include Sushi Suite, the kosher omakase concept Fins and Scales, and the plant-based tasting experience omakase. Each reflects the same philosophy: take the tradition of omakase and present it in a setting that feels alive.

The East Village location may be the most expressive version yet. Here, the careful choreography of sushi preparation unfolds against a backdrop that celebrates the rebellious creativity of the neighborhood itself. The result is less a quiet temple of sushi and more a kind of culinary backstage pass.

Reservations are available through sushibybou.com and OpenTable. For guests willing to leave the experience in the chef’s hands, the promise remains simple: exceptional fish, a few unforgettable bites, and a room where the music might be just a little louder than expected.

‍