Fujimori Is Now Fujimar: Same Asian Influence, Less Faux Pas
Back in December, Dining Bisnow brought word that Latin-inspired restaurant Lima on K Street NW was adopting a new Asian style menu and a new name: Fujimori. The rebranding garnered some rather puzzled commentary, what with the name also being that of the former Peruvian President Alberto Fujimori, now jailed on human rights violations. The proprietors have since thought better of that dubious moniker. According to a press release, they're now calling it Fujimar. The dining room is currently closed for construction but the twice retitled venue aims to be serving food again around mid-February. Read the full announcement below:
Washington, DC (February 6, 2012) Promising to bring "new, inspired and irresistible dishes to DC's discriminating diners," hospitality entrepreneur, Masoud Aboughaddareh announced today his plans to open Fujimar, an Asian-Latino, nouveau cuisine restaurant serving ceviche, lobster, sushi and more. Cuban-born chef Raynold Mendizabal will have command of the kitchen. The opening is planned for mid-February 2012.
The new restaurant will be located at 1401 K St. NW, where Aboughaddareh's Lima Lounge also is located. The street and basement levels will remain Lima Lounge, while the new restaurant occupies the upstairs space, following an extensive renovation to expand capacity to 160 seats. The new décor was designed and executed by architect Ali Reza Honarkar of Division1, DC, best known for his award-winning W Street Residences and the Lacey Condo.
Chef Mendizabal's dishes will reflect the confluence of Asian and Latin cuisines in a menu that interprets how Asian immigrants to Latin America adapted their cuisine to the New World ingredients and Latin culture. Meat, seafood and produce are carefully selected to the highest standards highlighting their own true flavors and origin.
In particular, Fujimar's ceviche and sushi bar will feature unusual delicacies like Tasmanian King Salmon and Hapu'up'u. Additionally, the restaurant's selection of fish and sushi will, says Aboughaddareh, be guaranteed premium quality. "Our sashimi-quality fish," he said, "will be shipped the very same day it is captured in the pristine, nutrient rich and unpolluted Hawaiian Pacific waters. Hooked, line-caught or speared by divers within American waters to ensure strict fishing regulations, our fish is chosen with great care, knowledge and sensitivity for preserving the environmental heritage of the world's most coveted seafood."
The wine list features imports produced by artisan winemakers , ranging from the mineral-laden Austrian Gruner Veltliner and German Rieslings to Cru Beaujolais and Priorat. Special attention is given to terroir-driven wines made by farmers who grow their own grapes, as seen in the array of grower Champagne and natural wine offerings.
Bar chefs Ari and Micah Wilder will design Fujimar's beverage program. According to Ari Wilder, "Our passion and background in the handcrafted cocktail profession motivates us to continuously search for lost cocktail ingredients to assist in the growth of the DC area's cocktail-centric culture. Our program at Fujimar will utilize locally sourced and seasonal ingredients in drinks created using classic techniques."
Fujimar will be serving sushi and ceviche until 1am Monday through Thursday, and 2am on Friday and Saturday.
Logo courtesy of Lima—er, Fujimori, er, Fujimar