From the restaurant group MAD (L’ETO patisseries and cafes and new Basque opening Alta), Moi brings a restrained Japanese minimalism to Soho — all muted sand tones and walls sculpted like beach ripples, a space that feels calm and curated, though rather empty on a Thursday lunchtime. The menu pays homage to traditional Japanese cuisine — think misos, pickles, and ferments — but updated to give dishes a modern feel: following the trend of live-fire cooking and using well sourced British ingredients. Dessert disappointed slightly: billed as a Damson, Hazelnut, Miso, it turned out to be a squirt of damson purée with a scoop of ice cream and underripe plums — more concept than pleasure.