Novikov
London, United Kingdom · Mayfair
Insider Compass
An expert assessment built on data, context and gastronomic judgement.
RECOGNITIONS
About Novikov
Novikov has established itself as one of London's most distinctive dining destinations since opening in 2013, offering a dual-concept experience that houses both Asian and Italian restaurants alongside a lounge bar under one glamorous Mayfair roof. Located on Berkeley Street in the heart of London's most prestigious district, this ambitious venue delivers high-energy dining in a setting that attracts a notably stylish clientele.
The Asian restaurant features an open kitchen designed to resemble an Asian food market, while the Italian side offers Mediterranean comfort in equally sophisticated surroundings. The venue's impressive wine program includes a library-style wine cellar with ladder access, adding theatrical flair to the upscale experience. After a decade in operation, Novikov maintains its status as a destination for those seeking luxurious, scene-driven dining in central London.
While the food quality is consistently good and service attentive, reviews suggest the experience is as much about the atmosphere and social scene as culinary innovation. The premium pricing positions this firmly in the special occasion category, where the dual-concept novelty and Mayfair glamour justify the investment for those seeking more than just a meal.
Good to know
Book the Asian side if you want more theatre - the open kitchen resembling an Asian food market creates a more dynamic dining experience than the Italian restaurant.
The chef
Not specified
Chef information not available in provided data.
The Insider Compass
Four dimensions, each assessed independently against the same criteria everywhere we rate.
Plate
Novikov delivers solid quality across two distinct cuisines, with the Asian side featuring pan-Asian dishes and the Italian offering Mediterranean comfort fare. Reviews consistently praise the food as "delicious" and "amazing," with particular mentions of well-executed steak on the menu. The dual-concept approach means the kitchen must maintain standards across diverse culinary traditions, and after 10 years of operation, they've clearly refined their systems.
However, some reviews note limited choice and very high prices relative to portion sizes, suggesting the culinary experience, while good, doesn't quite reach exceptional levels. The open kitchen on the Asian side adds visual appeal and suggests freshness, though there's no mention of particular ingredient sourcing or culinary innovation that would elevate this beyond quality contemporary dining. The food serves its purpose well in this luxurious setting - consistently good, attractive, and satisfying without pushing boundaries.
Vibe
LivelyThe atmosphere at Novikov is decidedly BUZZ - this is a glamorous, high-energy environment where the social scene is as important as the food. Reviews and press consistently mention the "stylish décor" and "glamorous clientele," positioning this as a destination for those who want to see and be seen in Mayfair. The dual-concept layout creates movement and variety within the space, with the lounge bar adding another dimension to the scene.
The open kitchen resembling an Asian food market on one side contributes visual energy, while the sophisticated Italian restaurant offers a slightly more subdued counterpoint. This isn't intimate dining - it's designed for celebration, social occasions, and the kind of animated atmosphere that comes with a well-heeled, fashion-conscious crowd in one of London's most prestigious postcodes.
Service
Service receives consistent praise in reviews, with guests noting "amazing service" and attentive staff who understand the expectations of the Mayfair dining scene. The team must navigate between two distinct restaurant concepts and a bar, suggesting well-coordinated operations and professional training. After a decade in business, the service systems are clearly refined.
While described as excellent, there's no indication of the highly personalized, anticipatory service that characterizes top-tier fine dining establishments. Instead, this appears to be polished, professional hospitality appropriate to a luxury venue - attentive, knowledgeable about the menu and wine program, and capable of managing the high-energy atmosphere while maintaining standards. The service complements rather than defines the experience.
Setting
The Berkeley Street location in Mayfair immediately establishes Novikov's positioning in London's most prestigious dining district. The interior design creates distinct atmospheres for the Asian and Italian concepts, with the Asian side's open kitchen and market-inspired layout providing visual drama, while maintaining the sophisticated aesthetic expected in this neighborhood. The impressive wine cellar with library-style ladder adds a memorable architectural element that guests can visit.
The space successfully accommodates three distinct areas - Asian restaurant, Italian restaurant, and lounge bar - under one roof, a logistical achievement that requires sophisticated design and flow management. While luxurious and stylish, the setting prioritizes energy and glamour over intimacy, with table spacing designed for a busy, social atmosphere rather than private conversation. The overall aesthetic is contemporary luxury befitting the Mayfair address and decade-plus reputation.
These four dimensions are a handful of the attributes we review. The Insider Rating also draws on research the compass does not display — among them the wine programme, the size and quality of the cellar, the location, and how long the house has operated. It is not an average of the scores above.
Go for
- A glamorous Mayfair dining experience where the scene is part of the attraction
- The unique dual-concept allowing you to choose between Asian and Italian cuisine in one venue
- Special occasions requiring sophisticated surroundings and consistently good food with impressive wine options
Don't go for
- Intimate, quiet dining where conversation takes priority over atmosphere
- Cutting-edge culinary innovation or destination-worthy signature dishes
- Value-conscious dining - prices are firmly premium and several reviews note the cost
Details
50A Berkeley St, London W1J 8HA, UK
££££