Lure Fishbar: From SoHo to South Beach

Miami Beach, FL – May 14, 2014 – With Miami’s popularity growing by the second, it would only make sense that one of the top restaurants in New York City would make its way down to our tropical oasis. Lure Fishbar has landed its second location at Loews Miami Beach Hotel, a graceful Art Deco landmark in the heart of South Beach. Known for its swanky yacht-themed design, sceney celeb vibe, and fresh, over-the-top creative seafood dishes, Lure is attracting foodies from all over. Whether you’re looking to mingle at the bar or host a large private dining experience, Lure aims to please all.

Part of the reason Lure decided to set camp up at the Loews is because of the vast, stunning space it provided. Welcoming a range of party sizes for dinner and cocktails, Lure can accommodate everything from a party of two to a large, exclusive private event. The main dining room seats one hundred and ten patrons, while the St. Mortiz room can seat up to an additional eighty guests. Of course, it wouldn’t be a standard South Beach hotspot without some outdoor seating to maximize the experience. The Ocean Terrace can seat up to another forty guests, and if the weather permits, up to another hundred at the Terrace Bar. You’d think with all the space you would have no problem getting a table right away, but that is certainly not the case as Lure is constantly stacked with those wanting to taste its greatness.

This seductively preppy restaurant might make you forget you’re docked at a hotel restaurant. While the broad strokes of yacht-inspired architecture are still prevalent throughout the space, the new location has added its own flare by adopting some of South Beach’s iconic Art Deco roots. From the white leather booths to the glistening, glass-enclosed raw bar to the thick navy and white-stripped carpeting, the vibe is simply divine.

Lure Fishbar is a restaurant that undoubtedly sets itself apart from the rest; offering not only the freshest fish selections from around the world, but also a complete raw bar with a rotating oyster selection, and a world-class sushi program which puts them at the highest of calibers.

Newly appointed Executive Chef John Iatrellis is the magic man behind the savory cuisine. Though his background is in steak house concepts, seafood has always been a passion of his. “Since opening Lure Fishbar at the Loews, South Beach has given me the opportunity to explore the lush tropical waters of Florida and hone in on my skills,” said Iatrellis. The menu is eighty percent the same as the SoHo location in the sense that they offer a raw bar, full sushi and signature entrées, but Iatrellis certainly has the freedom to keep the menu fresh and exciting. “I keep things new here by utilizing local products, such as our vast array of fish and really getting to know my local farm growers,” Iatrellis explained. A few of the fabulous new creations are even making their way into the Lure NYC menu.

The restaurant really glows due to their extensive list of savory menu items. They offer stellar jewels of the sea, the finest shellfish, including Main Lobster, Florida Stone Crab Claws, Jumbo Shrimp, and clams. Lure’s standout sushi creations are definitely considered to be the most innovative aspect of the restaurant. Chef Jose Gomez always makes a point to keep the sushi cutting edge with his unique techniques and daily specials.

When constructing an elaborate dish, precise placement of the items is key. It’s important to give a good visual display while still keeping it easy to consume.

In order for the restaurant to offer so many sea-bred options they must import from all over the world. Fish such as Hamachi and Kampachi are imported from the Pacific Ocean while the Branzini and Daurade come from the Mediterranean Sea. Yellowtail Snapper and other daily specials such as Cobia and Swordfish are caught locally.

For those who aren’t too keen on the idea of munching on the fresh ocean delicacies, there are some delectable meat options that compliment that enhance and add variety to the menu. This includes a 14 ounce Black Angus, a 21 day wet aged rib eye served with bone marrow polenta, and their three-time South Beach Food and Wine Festival award winning Bash Burger served with beer batter onion rings.

Iatrellis tells us that the most popular item on the menu is the Grilled Whole Daurade with Watercress and Agrodolce, which is also a personal favorite of his. “You don’t find a whole Daurade on most menus so when our guests read it they are interested and the fact that we serve a whole fish completely boneless with the head and tail intact… well, what’s not to love about that!” said Iatrellis.

All of these standout dishes would not be complete without a killer presentation. “When constructing an elaborate dish, precise placement of the items is key. It’s important to give a good visual display while still keeping it easy to consume,” said Iatrellis. “We apply techniques such as using a blowtorch on Salmon Belly, this adds depth of texture and enhances presentation.”

Lure Fishbar has without a doubt become a staple go-to for both Miami residents and visitors. The eatery’s signature sense of style, taste, and innovation truly sets it apart from the rest and has made an incredible impression on the South Beach food scene.

Since opening Lure Fishbar at the Loews, South Beach has given me the opportunity to explore the lush tropical waters of Florida and hone in on my skills.

I keep things new here by utilizing local products, such as our vast array of fish and really getting to know my local farm growers.