Beverly Hills has long been the epicenter of affluence in Los Angeles, and the 2025 opening of the Rosewood Residences reaffirms 90210’s commitment to excellence and (sometimes excessive) extravagance. Located on South Santa Monica Boulevard, across from The Peninsula, the Beverly Hilton and the soon-to-be-released Aman property, this five-story development is home to 17 high-end, multi-bedroom units. While residents have access to all kinds of premium amenities, the one thing missing has been a food and beverage program worthy of Rosewood, and in 2027, that gap is being filled by Noble 33.
As the masterminds of stylish restaurants such as Casa Madera, Sparrow Italia, Meduza Mediterranea and Toca Madera, Noble 33 owners Tosh Berman and Mikey Tanha have taken their brand of hospitality worldwide, already operating restaurants in London, New York City, Toronto, Miami and Los Angeles. In September 2025, the team partnered with Patrick Mahomes and Travis Kelce to open 1587 Prime in Kansas City, elevating the local restaurant scene with an upscale steakhouse that focuses on quality cuts (and the chance to eat just a few tables away from Taylor Swift). While sophistication has been the core tenet of Noble 33, this collaboration gives the team the opportunity to hone their own brand of precision and refinement.
“Rosewood Residences Beverly Hills is one of the most well thought out luxury developments in Los Angeles,” Tanha tells the Observer. “The scale is intimate, the design is high, and the resident profile matches the type of sophisticated, global and experience-driven guests we aim to serve at Noble 33.” Tanha and Berman saw it as an opportunity to join a community where hospitality is paramount. “We are very excited to be a part of this project and enter the Beverly Hills area for the first time,” added Tanha.
The team will open two separate restaurants on the ground level of the residences, spread over a 12,000-square-foot area. Official names are yet to be finalized, but both concepts will focus on Japanese cuisine, a first for Noble 33. “We’ve been exploring the Japanese concept for a long time,” Tanha said.
There is already a strong understanding and appreciation of Japanese cuisine in LA, especially when it comes to sushi, ramen and udon. However, outside of places like Matū and Niku X, the Japanese steakhouse culture remains underrepresented in the city, and that’s a gap Noble 33 wants to fill. When the Rosewood Residences opportunity presented itself, Tanha and Berman saw it as the right time to realize their long-held vision.
Although they will provide different experiences, these restaurants are designed to feel like two pieces of a whole. The main, formal concept will be a Japanese steakhouse, and its casual counterpart will emphasize izakaya-style cuisine and sushi. “We wanted to highlight the ability for these two concepts to come together under one roof and be balanced like yin and yang,” Berman said. “The steakhouse will serve as the main restaurant, while the izakaya restaurant will represent the next sushi spot, which will also be open for lunch.”
Noble 33’s culinary team, which will be led by chef Lee Bennett from mid-April, will develop the extensive menu, but the team is currently looking for a suitable chef for both restaurants. “Once they’re on board, they’ll be immediately introduced to everything we’ve created, but they’ll also have the opportunity to develop a few things that connect to their personal cooking style,” explained Berman, emphasizing how important it is to provide that level of autonomy.
Japanese food will be the focus, but Noble 33 isn’t trying to be traditional. The food aims to respect authenticity without duplicating it, and you’ll find modern twists across the board. “Obviously, Mike and I are not Japanese,” Berman said. “We don’t want to pretend we’re trying to bring thousands of years of culinary culture to our place. Instead, we want to bring Japanese chefs who can take care of the elements of those traditions, while also creating our own version of it.” Tanha has traveled extensively throughout Japan, and her brother, Sacha, who is Noble 33’s director of VIP services, was raised in Tokyo until he was 16. “Sacha has been a really big part of the consultation process and has helped develop several aspects of the ‘false reality’ experience we’re in,” adds Tanha.
Unlike Noble 33’s other restaurants, which are more theatrical, these upcoming establishments will focus on precision and sophistication. At the steakhouse, expect quality cuts and wagyu steak alongside indulgent sides. In addition to sushi, the izakaya-style restaurant will offer small, shared plates inspired by dishes you’d find in a Tokyo back alley, but a new wagyu bone broth ramen version will be available at both. In true Noble 33 fashion, the cocktails will be high, with the power of smoking areas and fiery garnishes, but you can also look forward to a wide range of purposes.
Noble 33’s in-house team is leading the design project. “We knew we didn’t want to go down with that kind of casual, minimalist Japanese style that everyone knows and loves,” says Berman. “We wanted to change that by bringing in historical elements and combining them with a Polo Club-meets-4-Charles kind of aesthetic.” The steakhouse side will be a balance between Old World and New World names, featuring rich, dark tones, with wood-paneled walls and a coffered ceiling reminiscent of a Roaring ’20s cocktail bar with a Tokyo twist. Guests will lie on leather couches under soft, golden light. The izakaya side will be invisible with large-scale art, live music performances and an open sushi counter taking up the space. Other design highlights include classic shoji screen dividers, samurai armor and select weapon displays.
While both restaurants will be open to the public, Rosewood residents have a few special benefits. As the opening date approaches, homeowners can help finalize the menu by participating in intimate group tastings. “It’s important that we get real-time feedback from visitors who will be running this story,” explained Berman. “We think it’s an exciting opportunity to give them a voice in what will end up being the final product.” Noble 33 will also have a selection of bespoke cases for residents to enjoy at home. Everything from setting their tables with custom glassware and flatware to cleaning will be taken care of, giving owners a completely new dining experience without ever setting foot in their private elevator.
“I know this word is very loaded, but concepts are made to really move,” said Berman. “I think where we’re really thriving as a company is we’ve been very direct in our approach to wanting to reinvent our version of the wheel.” While loyal customers of Casa Madera and Toca Madera LA can expect Noble 33’s signature passion for hospitality and fine dining, the launch at Rosewood Residences Beverly Hills takes the team’s talents to a new arena.
Both restaurants will open at 9900 S Santa Monica Blvd, Beverly Hills, CA 90212 in 2027.
