Sushi by Boū to open new Hoboken location in W Hotel

Modern speakeasy-inspired omakase concept Sushi by Boū — known for reimagining the omakase experience — Monday said it is opening its newest location and second in New Jersey in the W Hotel, 225 River St., Hoboken, on Saturday, joining the original Jersey City location in Ani Ramen House.

Omakase translates to “respectfully leaving another to decide what is best” in Japanese. It refers to a crafted dinner curated by a head sushi chef.

The opening of Sushi by Boū is part of hospitality group simplevenue’s major 2023 expansion plans, with recent new openings in Miami and New York. These final 2022 openings will bring the total location count for Sushi by Boū and sister brands Sushi Suite, Omakaseed and Fins and Scales to 15 across New Jersey, New York, Chicago and South Florida since its initial launch in 2017.

Simplevenue founders Michael Sinensky and Erika London, alongside newly appointed Partner and Chief Hospitality Officer Richie Romero, a renowned hospitality and nightlife expert, look forward to adding at least another dozen locations in 2023, starting with this expansion to Hoboken at the start of the new year, as well as its first international concept.

Each restaurant brings incredible concepts to microrestaurants located within underutilized spaces within existing venues. Its flagship brand, Sushi by Boū, changed the sushi counter experience in America when it offered its high-end, timed omakase experience, a modern take on the classic old-school sushi counter, providing a glimpse at the hustle and bustle of
Japan’s food culture, combined with a truly unique, personalized culinary experience.

As part of the bespoke dining experience with Sushi by Boū, each location features a customized theme for a unique and memorable guest experience. The new Hoboken location in the W Hotel draws its inspiration from New Jersey artists of ’90s hip-hop and will feature hand-drawn and watercolor graffiti murals in pastel hues by commissioned local Japanese artists.

Located just off the W Hotel’s main lobby and living room, the omakase lounge brings the best flavors of Japan to New Jersey. Guests can sit at the white stone sushi counter that seats 12 and enjoy a selection of craft cocktails, imported sake and fine Japanese spirits as their seasoned sushi chefs expertly guide them through the timed omakase discovery experience.

Hand rolls and other sushi favorites utilizing the freshest highest-quality fish sourced locally and globally are available upon request, along with additional a la carte specialties and seasonal mochi ice cream for dessert.

Delicacies featured include:

  • Hamachi (yellowtail);
  • Botan Ebi (spotted prawn);
  • Ikura (salmon roe);
  • Hotate (scallop);
  • O-Toro (fatty tuna);
  • Unagi (bbq eel);
  • The signature Wagyuni (“surf and turf”).