Nobu Pop Up at Frieze Masters: When Art and Gastronomy Become One

There are experiences that transcend the concept of collaboration, becoming conversations between worlds. The Nobu pop up at Frieze Masters 2025, held from 15 to 19 October, was precisely that: a poetic dialogue between art and gastronomy, where flavour and emotion shared the same canvas.

For the first time, Nobu brought its signature cuisine directly to Frieze Masters, transforming Regent’s Park into a space of sensorial refinement. Visitors to the fair had the rare pleasure of discovering the essence of Nobu, not only through taste but through a concept that united precision, beauty and soul.

To understand the depth of this encounter, it is worth recalling what makes Nobu so singular. Founded by Chef Nobu Matsuhisa, alongside Robert De Niro and Meir Teper, Nobu revolutionised global dining by merging Japanese tradition with Peruvian influences, creating an aesthetic of simplicity elevated to perfection. The restaurant’s philosophy is built on balance, between technique and emotion, discipline and creativity, making it one of the most admired names in the culinary world.

At Frieze Masters, that philosophy came to life in a new form. The Nobu Catering pop up offered tailored menus, signature dishes and flawless service, seamlessly blending into the artistic energy of the fair. Experiencing Nobu in such a context was a privilege. As someone who deeply loves both culinary art and visual art, I found it extraordinary to savour each dish surrounded by works that explore form, colour and emotion, two passions perfectly intertwined and enhanced by a glass of champagne.

The truffled salad was divine, delicate, aromatic and balanced in a way that only Nobu achieves. The freshness of the fish, the subtlety of the sauces and the harmony of textures reaffirmed why Nobu remains a symbol of culinary excellence.

Meanwhile, just moments away at the Nobu Hotel London Portman Square, the celebration of Frieze continued with an exclusive exhibition by British artist John Atkin, held at The White Box from 13 to 26 October. Curated by Gesture Gallery, the show explored Atkin’s sculptural language, a play between movement, materiality and architecture, echoing the same sense of composition that defines Nobu’s cuisine.

To accompany it, the hotel introduced the Frieze Edition Afternoon Tea, inspired by Atkin’s Nomad sculpture and by Chef Nobu’s own global journey. The menu, designed as a tribute to exploration, featured creations such as the Nomad Grapefruit and Passion Fruit Delight, Spicy Tuna Crispy Rice, Smoked Salmon Shokupan Club, Truffle Tamago and the Nobu Style Wagyu Slider, each dish as carefully crafted as a piece of art.

In the end, the Nobu pop up at Frieze Masters was not just a culinary moment; it was an ode to creative exchange. It reminded us that true luxury lies not in excess, but in experience, in the ability to feel art through flavour and to taste emotion through art.

Nobu Masters pictures

Photos courtesy of Nobu and Marcia Gabriel