PURE GENIUS
The Dish,What's Cooking?
What’s 1 + 1? The number fish companies that supply raw fish to ALL of the Valley’s sushi restaurants. Then how does the tuna sashimi taste so good at one place and so bad at another? It’s all in how the fish is treated between the time it’s delivered to the restaurant and the time it’s delivered to your table.
Apparently PURE Sushi treats their fish with magic because everything from the salmon sashimi to the octopus salad were some of the freshest we’ve found during a recent lunch stop at their new location next door to AZ88.
PURE (whose original location is just past the north pole, in a strip mall on Hayden) opened two weeks ago with a daring white-on-white design that nails every aesthetic point where the Mondrian totally missed the mark. The space is clean, easy to navigate, and fun to look at. Plus, it doesn’t feel cheap. Owned by a pair of sushi chefs with a knack for minimalism, Lee Hyun and Brian Jung, PURE is also benefiting from executive chef Stephen Stromberg, who opened and closed Latitude 30 at The Pointe South Mountain Resort. Expect Stromberg to fire up PURE’s robata grill any day now, where Hyun hopes to serve extremely inexpensive but high-quality skewers (think $3-$5) to avoid the ROKA AKOR affect—charge so much that folks put your restaurant on the three-month rotation. That’s a death wish in this economy and one that Hyun hopes to avoid by offering lots of little nibblers.
Hours: Lunch 11-3; dinner ‘till 12:30 am, drinks ‘till 1:30 am
Scottsdale Civic Plaza Mall
7343 E. Scottsdale Mall
(480) 947-1077
www.puresushibar.com
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