Why Everyone Is Talking About ZOI: The Mediterranean Hospitality Empire Quietly Taking Over Manhattan
Written by Will Jones
In a city where restaurants come and go with dizzying speed, building a destination that consistently attracts New York's most discerning diners is no easy feat.
Yet somehow, hospitality entrepreneur and founder Onur Safak has managed to do just that.
With three distinct locations spanning Manhattan and an ever-growing roster of celebrity admirers, ZOI Mediterranean has evolved from a neighborhood favorite into one of New York City's most talked-about hospitality brands. Combining elevated Mediterranean cuisine, stylish design, vibrant nightlife, and genuine hospitality, the ZOI universe has become a destination for locals, visitors, tastemakers, and celebrities alike.
At the center of it all is ZOI NoMad, located within the historic Life Hotel. The space has quickly become one of downtown Manhattan's most sought-after dining destinations, attracting a fashionable crowd looking for an experience that feels both sophisticated and effortlessly welcoming.
Recently, the restaurant further cemented its status as a celebrity favorite when actress and icon Brooke Shields chose the NoMad location to celebrate her birthday. Friends, family, and guests gathered for an evening that reflected everything ZOI has become known for: exceptional food, warm hospitality, and a vibrant atmosphere that effortlessly blends elegance with fun.
The celebrity sightings haven't stopped there.
International supermodel Coco Rocha was recently spotted dining at ZOI NoMad before continuing the evening downstairs at TEN11, the hidden cocktail lounge tucked beneath the restaurant. Guests described the evening as unforgettable, a perfect example of the seamless transition from dinner to nightlife that has made the venue one of Manhattan's best-kept secrets.
Other notable names have become familiar faces as well. Hilaria Baldwin celebrated her cover story and WWE superstar Alexa Bliss stopped by for dinner with Ryan Cabrera before heading to Madison Square Garden recently, joining a growing list of creatives, entrepreneurs, artists, athletes, and tastemakers who have embraced the restaurant as part of their regular New York rotation.
While celebrity attention certainly helps, the real story is the hospitality experience itself.
Guests are welcomed into an environment inspired by the Mediterranean coast, where vibrant mezze, fresh seafood, premium meats, handcrafted cocktails, and warm service create an atmosphere that feels transportive without ever losing its New York edge.
But the NoMad flagship is only one piece of the story.
ZOI’s Upper East Side location has become a neighborhood favorite among residents seeking the same elevated Mediterranean cuisine in a more intimate setting. Elegant yet approachable, it offers the same commitment to fresh ingredients, vibrant flavors, and thoughtful hospitality that has defined the brand from the beginning.
Together, the two restaurants create a culinary destination that spans Manhattan's most desirable neighborhoods.
Then there's TEN11.
Located beneath the NoMad restaurant, the intimate lounge has quietly developed a devoted following of its own. Featuring expertly crafted cocktails, live music, curated entertainment, and an atmosphere that feels both exclusive and welcoming, TEN11 has become one of downtown's most coveted late-night destinations. Every Tuesday, live performances transform the venue into a gathering place for New York's creative community, bringing together musicians, artists, entrepreneurs, and visitors looking for something beyond the ordinary.
For Safak, the goal has never been simply to create successful restaurants. Instead, he has focused on building an ecosystem of hospitality experiences that allow guests to move seamlessly from dinner to drinks, from conversation to celebration, and from one memorable moment to the next.
In a city overflowing with options, that approach has resonated.
"New York has no shortage of places to eat or drink," says Safak. "What people are really searching for are experiences they remember years later. That's what we're building: a place where exceptional food, meaningful hospitality, and unforgettable nights come together."
Whether it's Brooke Shields celebrating, Coco Rocha extending her evening downstairs at TEN11, or regular guests returning week after week, one thing has become increasingly clear: ZOI is no longer just a restaurant.
It's becoming one of New York's defining social destinations.
