New York Fashion Week has always been about more than the runways — it’s the after-hours dinners, the late-night energy, and the restaurants that become the place to be. This season, all eyes are on Ayah, the newest jewel in SoHo’s dining crown, which opened its doors on September 10, just as the city was brimming with editors, models, and designers. And let us tell you: it’s already a scene.
Backed by 3rd Space Hospitality, the team behind Maison Close, Petite Disco, Talya Montauk, Monsieur Bistro, and Bounce, Ayah brings the flavors, artistry, and spirit of Morocco to New York with a style that feels as fashionable as it does authentic. The opening couldn’t have been better timed, as NYFW insiders were buzzing about where to book a table after shows, and Ayah is quickly becoming the name on everyone’s lips.
A Culinary Journey with Couture-Level Precision
The kitchen is helmed by Executive Chef Geoffrey Lechantoux, whose French pedigree is matched by a passion for Moroccan cuisine honed under the celebrated Chef Meryem Cherkaoui. Working alongside Chef Aïcha Sbaih, a French-born Moroccan chef who grew up immersed in the traditions of her heritage, the duo has created a menu that blends authenticity with modern flair.
Expect to start with Chhiwates, jewel-like small plates bursting with flavor and color, before diving into the golden crispness of Ayah’s Pastilla, a spiced chicken, almond, and cinnamon pastry that might just rival a front-row look in its drama. From there, the tajines and couscous arrive as the heart of the experience: aromatic stews layered with spices, vegetables, and sweetness that feel both soulful and celebratory. And then there’s the showstoppers — a whole rack of lamb or whole fish carved tableside — which turns dining into pure theater.
Cocktails as Playful as Street Style
Fashion Week thrives on statement-making details, and Ayah’s cocktail program was no exception. Crafted by Adrien Lefort, ranked among NYC’s top 10 mixologists, the drinks are as photogenic as they are delicious. The Dellah, with citron vodka, jasmine tea, watermelon, mint, lime, and champagne, feels like a refreshing runway reset. Meanwhile, The Climbing Goat — mezcal, pistachio liqueur, goat cheese, honey, and rose — is unexpected, daring, and perfectly aligned with the boldness of NYFW (and a personal favorite of mine).
Interiors Worthy of a Runway Set
If the food is a journey, the setting is a masterpiece. Designed with DMDesigns and featuring craftsmanship imported directly from Morocco, the space is drenched in warm fabrics, carved wood, gold mirrors, and hand-painted walls. Three distinct dining rooms flow with velvet curtains and archways, while a central bar glows as the heartbeat of the space. It’s intimate, dramatic, and transporting — every bit as atmospheric as sitting front row at a show.
Service with Star Power
What makes Ayah stand out isn’t just the menu or the setting — it’s the energy of the staff. Attentive yet relaxed, and exceptionally inviting, they guide you through the experience like seasoned insiders, anticipating what you need before you ask. The tableside carving alone is reason enough to book, but it’s the overall hospitality that leaves you feeling like you’ve just been welcomed into the most stylish dinner party in New York.
Why You’ll Want to Go
SoHo has no shortage of buzzy restaurants, but Ayah feels different. It’s immersive, glamorous without being pretentious, and deeply rooted in authenticity. Whether you’re slipping in after a runway show, gathering a group of friends for a celebratory night out, or simply looking for a new dining destination that matches New York’s electric energy, Ayah delivers.
With late-night hours stretching until 2:00 AM on weekends, Ayah is poised to become a Fashion Week fixture — and beyond. Our verdict? Book your table now, because Ayah isn’t just a new restaurant. It’s a destination.
