Beverly Hills has long been a landmark of Los Angeles affluence, and the 2025 opening of the Rosewood Residences underscores 90210’s commitment to distinction and (sometimes excessive) opulence. Located on South Santa Monica Boulevard, directly across from The Peninsula, The Beverly Hilton and the soon-to-open Aman Hotel, the five-story development features just 17 upscale, multi-bedroom units. While residents have access to all kinds of premium amenities, the one experience missing is the food and beverage program Rosewood deserves, and in 2027, that gap will be filled by Noble 33.
As the masterminds behind trendy restaurants like Casa Madera, Sparrow Italia, Meduza Mediterranea, and Toca Madera, Noble 33 co-owners Tosh Berman and Mickey Tanha have taken their hospitality brand global, already operating restaurants in London, New York City, Toronto, Miami, and of course, Los Angeles. In September 2025, the group partnered with Patrick Mahomes and Travis Kelce to open 1587 Prime in Kansas City, elevating the local dining scene with an upscale steakhouse focused on quality cuts (and the opportunity to eat just a few tables away from Taylor Swift). Although evolution has been one of Noble 33’s core principles, this collaboration gives the group an opportunity to hone its own brand of precision and refinement.
“Rosewood Residences Beverly Hills is one of the most carefully curated luxury projects in Los Angeles,” Tanha tells Observer. “The scale is intimate, the design is upscale, and the resident image matches the type of sophisticated, worldly, experienced guests we aim to serve at Noble 33.” Tanha and Berman saw it as an opportunity to join a community where hospitality takes center stage. “We are really excited to be a part of this project and come to the Beverly Hills area for the first time,” Tanha adds.
The team will open two distinct restaurants on the ground floor of the residences, covering an area of 12,000 square feet. Official names have not been finalized yet, but both concepts will revolve around Japanese cuisine, a first for Noble 33. “We have been exploring the Japanese concept for some time,” Tanha says.
There is already a strong understanding and appreciation for Japanese cuisine in Los Angeles, especially when it comes to sushi, ramen, and udon. However, aside from places like Mato and Nikko X, Japanese steakhouse culture is still relatively underrepresented in the city, and it’s this gap that Noble 33 wants to fill. When the opportunity arose for Rosewood Residences, Tanha and Berman felt it was the right time to realize their long-term idea.
Although they will offer distinct experiences, these restaurants are designed to feel like two pieces of a whole. The main, more formal concept will be a Japanese steakhouse, and its more relaxed counterpart will focus on izakaya-style dining and sushi. “We wanted to highlight the ability to bring these dual concepts together under one roof and fit them like yin and yang,” Berman says. “The steakhouse will serve as the main dinner restaurant, while the izakaya will be more representative of the neighborhood sushi spot, which will also be open for lunch.”
Noble 33’s culinary team, which will be led by Chef Lee Bennett starting mid-April, will develop the majority of the menu, but the group is currently searching for the ideal chef for both restaurants. “Once they join, they’ll be quickly introduced to everything we’ve created, but they’ll also have the opportunity to develop some individual elements tied to their own personal cooking style,” Berman explains, stressing how important it is to give this level of independence.
Japanese cuisine will be the focus, but Noble 33 isn’t trying to be traditional. The food aims to respect authenticity without replicating it, and you’ll find modern twists across the board. “Miki and I are clearly not Japanese,” Berman says. “We don’t want to act like we’re trying to bring thousands of years of culinary tradition into our space. Instead, we want to bring in Japanese chefs who can maintain elements of those traditions, while also creating our own version of them.” Tanha has traveled extensively throughout Japan, and his brother Sasha, a VIP services manager at Noble 33, grew up in Tokyo until he was 16. “Sacha has been a really big part of the consulting process and helped develop many aspects of that ‘unoriginal’ experience that we are planning,” Tanha adds.
Unlike the other Noble 33 restaurants, which are more theatrical, these upcoming establishments will focus on precision and refinement. At the steakhouse, expect quality cuts and Wagyu steaks along with delicious side dishes. In addition to sushi, the izakaya-style restaurant will serve shareable small plates inspired by dishes you’d find in one of Tokyo’s back alleys, but an innovative wagyu bone broth ramen program will be available at both. In true Noble 33 style, the cocktails will be at the top, with the possibility of smoked terrariums and flaming garnishes, but you can also look forward to an extensive sake list.
The design project is headed by Noble 33’s in-house team. “We knew we didn’t want to follow the kind of simple, traditional Japanese style that everyone knows and loves,” Berman says. “We wanted to turn that on its head by bringing in historical elements and combining them with a kind of polo club-meets-4-Charles aesthetic.” The steakhouse aspect will be balanced between Old World and New World touches, featuring rich, dark colours, with wood-paneled walls and coffered ceilings reminiscent of the Roaring cocktail bar of the 1920s with a Tokyo twist. Guests will relax on leather banquettes under soft golden lighting. The izakaya side will be a bit more abstract with large-scale artwork, live music performances and an open sushi counter anchoring the space. Other design highlights include classic shoji screen dividers, samurai armor, and coordinated weapon displays.
While both restaurants will be open to the public, Rosewood residents enjoy some exclusive privileges. As the opening date approaches, homeowners can help finalize the menu by participating in an intimate tasting with the team. “It’s important for us to get real-time feedback from guests who will ultimately drive the narrative for us,” Berman explains. “We think it’s a fun opportunity to give them a voice in what ends up being the final product.” Noble 33 will also organize personalized omakase experiences for residents to enjoy at home. Everything from setting their tables with custom glassware and cutlery to cleaning will be taken care of, providing owners with a whole new dining experience without having to set foot in their own elevator.
“I know that’s an overused term, but the concepts are meant to be really impactful,” Berman says. “I think what we really thrive at as a company is being direct in our approach of wanting to reinvent our version of the wheel.” While loyal Casa Madera and Toca Madera LA customers can expect Noble 33’s signature love of hospitality and fine dining, the launch at Rosewood Residences Beverly Hills takes the group’s talents into a new arena.
Both restaurants will open at 9900 S Santa Monica Blvd, Beverly Hills, CA 90212 in 2027.