The General Opens In NYC



Lower East Side NYC, let’s hear it for The General. EMM Group’s latest restaurant just opened up shop at 199 Bowery, and this new eatery is from the same team behind CATCH. The menu features a wide range of innovative dishes with a focus on maki sushi. The restaurant’s Executive Pastry Chef Thiago Silva has infused American style desserts with Asian flare, incorporating  flavors typically associated with savory dishes into creative, sweet renditions of their former selves. ICRAVE, a Manhattan-based design studio fueled by innovation and interaction, designed the restaurant, taking inspiration from urban excavation.

Peeling back layers of the downtown neighborhood’s culture and history, the result is a revived and energetic aesthetic that highlights the modern Asian cuisine and is further emphasized by an incandescent glow that covers the space in warm red and gold tones. The General will feature 80-feet of prime store front, with a glass, garage-door paneled façade opening directly into the front café, that boasts an exposed ceiling with revealing wooden beams. Offering a more relaxed seating style, the wrought iron red chairs, black lacquered table tops and exposed subway tile columns of the café are an aesthetic nod to the surrounding neighborhood and its colorful history. Past the bar and the café, guests enter the main dining room where walls, covered in seductive red and gold patterns, work with hanging lamp shades and ceiling-suspended teardrop lights to wrap the room and its reveling guests in a sultry warm glow as they dine. Look around, and feast your eyes.