It starts when a friend implores you to eat downstairs at La Esquina, the subterranean brasserie branch of Derek Sanders's Mexican axis of Kenmare Street. The food’s cheaper and probably better at the walk-in-only cafe around the corner from the restaurant’s entrance—a door disguised by a taqueria counter and a sign that reads “Employees Only”—but there’s a certain category of New Yorker who thrives on having what others don’t. A reservationist will ask you if you’ve “dined with us before,” and in general, it takes knowing someone in the industry, smooth talking, or (velvet-rope flashback) looking good and confident at the door, to waltz in at prime time. The reward is dining in a Mexican dungeon as styled for a Vogue shoot, complete with metalwork, distressed stone walls, and water dripping on the back of your neck (though the owners can probably thank the air conditioner for the added atmospherics). Making up the grinning crowd at secluded booths and in private cells (?): a healthy mix of models, cougars, and maybe John Mayer picking his way through red snapper ceviche, cauliflower and avocado taquitos, grilled octopus tostados, or a plate of tuna tartare with a tamarind glaze. If the food sounds light, you’re right; it’s playing to the delicious crowd.  This is, what "The New Yorker" wrote about this fantastic place!

My boyfriend and I have come to ATOBOY over 30 times since its opening last year, and it is our second home. The menu is incredible and ever-evolving; they also received 2 stars in the New York Times this summer!

Just by sitting on a bench and drinking a coffee in the park, I can be entertained by so many performers and some crazy people.

Fun selection of mid century and post modern furniture and design objects.

Neighborhood lunch place / Japanese supermarket. Love it for its authenticity and affordable Japanese food menu. Although its located in SOHO, it’s not hip, not fancy, not designed, not styled, not outstanding. Feels like a honest, family run business that makes the most out of this location for sure. Come here for Ramen, soba, sushi, and more. Try some fries with a choice of chili or wasabi mayonnaise. There’s something about them.