Lure Fishbar is an anomaly of sorts. It has been impossibly trendy for years, with a never-ending stream of supremely fashionable young ladies, tanned and slick older men, and cougars draped in fur; and yet, despite the at times overwhelming scene, it still turns out top-notch cocktails, flavorful food, and beautifully-executed sushi, all with warm and competent service.
Designed by the eponymous Serge Becker, the basement-level Lure Fishbar is gorgeous. The theme is nautical, but not in the cutesy New England marina with a lobster shack vein; instead, Lure Fishbar is designed like a mega-yacht with sparkling portholes for windows, gleaming wooden walls with circular golden lights, white lacquer accents, polished boat-deck flooring, and just a hint of the requisite blue and white. Circular booths coated in white leather face inward, allowing diners to gaze upon the bustling and glittering dining room. Up a half-level from the dining room is the darker bar area, with navy-and-white striped upholstered booths and a long bar, inevitably packed with groups of over-dressed women in their mid-30s and banker types.
Fittingly, seafood is the specialty at Lure Fishbar. The menu offers almost every imaginable type of mainstream seafood, from oysters on ice to raw bar specialties like littleneck clams and caviar to a full sushi menu with high-end products to tartares, ceviches and carpaccio, clam chowder, grilled octopus, salmon, and whole daurade, and a lovely lobster role. It is indisputable that the kitchen at Lure Fishbar is very good at preparing seafood. The sushi is marvelous – subtly flavored, perfectly wrapped and made with the freshest product, it is worth every penny. For tuna lovers, the spicy big eye tuna roll is luscious. With six or seven varieties of oysters on the menu any given night, there is a type of anyone – briny, sweet, bitter. With any choice, the sweet taste of the ocean floods in, cool and refreshing. From the appetizers, the crab cakes are delicious – lightly breaded, stuffed with sweet crab meat, and not too bulky. Other options are the famous fried blue point oysters with a classic caper tarter sauce, a twist on bagels & lox with a crispy grilled flatbread topped with smoked salmon, cream cheese, red onion and dill, and beer-battered soft shell crab with creamy avocado.
From the entrees, stick with seafood – why eat meat when the seafood options are so good? The lobster roll is amazingly tasty with a hot buttery brioche roll, heaps of sweet tender lobster meat, lightly tossed in mayo, and served with a side of crispy salt and vinegar potato chips. Also wonderful is the Asian-inspired seared tuna, cooked to a beautiful medium rare, on a bed of soba noodles coated in a slightly spicy and rich peanut sauce. The menu has enticing diversity with everything from steamed snapper in red curry to juicy roasted scallops with chorizo and thick bucatini pasta to roasted shrimp with spicy short ribs, radish and mint. For the more adventurous eaters, an impressive grilled whole daurade comes plated with dill gnocchi and tomatoes. In the seafood entree section alone, there is something for every palate.
If you’re not prepared for the scene, Lure Fishbar can be immediately overwhelming. The music is loud, the chatter of tipsy fashionistas reverberates through the long space, the scent of men’s cologne wavers near the bar, and everyone is just so damn good-looking. But, if you know what you’re getting yourself into, Lure Fishbar is just plain fun. It’s a chic party where both the food and the drinks live up to the hype. And the best part? The table service is immensely friendly and efficient – not an ounce of pretension from anyone except the frazzled hostesses. All in all, Lure Fishbar is a great place to celebrate, to give visitors a taste of what’s it’s like to ‘go out on the town’ in New York City, and to enjoy the wonders of well-executed seafood.
Perfect For: stylish young things, seafood lovers, big blowout dinners, late night bar snacks, cocktails and oysters