Samy Sass, the visionary restaurateur behind Monaco’s iconic Sass Café, has embarked on a new culinary journey with the opening of The Niwaki. With nearly 30 years of experience in the hospitality industry, Samy brings a fresh perspective to the world of fine dining.
Sammy’s passion for Japanese cuisine and his commitment to creating unique, immersive dining experiences have culminated in The Niwaki, where serenity, innovation, and attention to detail define the gastronomic adventure.
Can you tell us about the inspiration behind The Niwaki and how your passion for Japan influenced this new restaurant concept?
I am an unconditional lover of Japan. I have been in this beautiful country almost ten times over the last decade. Throughout my travels, I discovered the Japanese culture and fell in love with its gastronomy. Since then, there always was in the corner of my mind, the idea of opening a Japanese fine dining restaurant in Monaco.
Opening a restaurant during the COVID-19 pandemic presented challenges for many. How did the timing and circumstances affect your decision-making process and the eventual launch of The Niwaki? The choice of location on Avenue Princess Grace holds a personal connection for you. Can you share more about the significance of this location and why it felt like the right place for The Niwaki?
My partners – Dean Carr and Daryl Foster – and I, opened THE NIWAKI back in May 2022 in the heart of Larvotto in the Palais de la Plage. The story is that during the Covid-19 pandemic, the building Palais de la Plage was finished, hence I contacted Patrice Pastor to ask him what would be the use oft he local at the bottom oft he building and offered him to turn it into a restaurant. Even though the time was uncertain, and the world was at a standstill, I had a gut feeling and accepted right away! It was finally the occasion to open my dream restaurant. Indeed, the planets were aligned; because as you know Princess Grace Avenue holds a very personal connection for me. My parents were living here and my mother used to have three boutiques down the road. I was conceived and born on this Avenue. I grew up on this Avenue. My father opened SASS Café on this Avenue. Moreover, the address of THE NIWAKI is 37 Princess Grace Avenue, and which is actually the birth year of my father. With all those signs, it was only natural to me that it was the right place for THE NIWAKI.
The design of The Niwaki exudes a serene and minimalist ambiance. Can you elaborate on the concept behind the restaurant’s aesthetic and how it complements the dining experience?
In terms of architecture, Rashid Rivani – A.R.Rivani architecture studio – was able to convey the traditional Japanese atmosphere with a modern contemporary hint. We wanted the restaurant to be welcoming, chic and cosy at the same time. Rashid found a way to design this place glistening yet subtle, minimal yet warm, sparkling yet sophisticated offering a selection of textures, generous shapes and a warm palette of colours. The aesthetic of the restaurant complements the dining experience; indeed, we offer a “couture” cuisine, presenting a trendy and sophisticated twist on the Japanese culinary universe and combining unique flavours, colours and textures. A curated menu in line with our DNA, just like our architecture style. The fact that our service concept is based on sharing, also mirrors our objective of sharing the Japanese passion with our guests.
The Niwaki offers Nippon contemporary Japanese cuisine with Mediterranean influences. What are some of the signature dishes or culinary elements that guests can look forward to experiencing at your restaurant?
Our restaurant offers a variety of dishes going from tempura, kushiyaki (skewers), robatayaki (meat, fish and vegetables cooked on the japanese barbecue) and sushi. As signature dishes, we count the Yellowtail `hamachi` sashimi truffle ponzu, the Crunchy tuna aburi smoked mayo, the Black Angus fillet black garlic miso butter, and of course our Nigiri Chef’s touch. For lunch, in addition to the à la carte menu, we do offer very traditional Japanese set lunch menus as Yaki Udon or Ramen which are very appreciated dishes in the Japanese culture. It is important to note that our dishes are made out of specific techniques of infusion and fermentation masterfully created by our Chefs. We do work on hand-made recipes, from the sauces to the dressings. As an example, the soy sauce presented on table to dip the sushis is also homemade!
Could you share your vision for The Niwaki in terms of the dining experience and the role it plays in Monaco’s vibrant culinary scene?
THE NIWAKI is a brand we created to become a must among the monégasque restaurants. The culinary scene in Monaco is getting richer and richer since years with each restaurant having its particularities. With THE NIWAKI, we wanted to bring our touch of Japanese refinement, elegance and the extending use of high quality produce from fish to meat. 2023 marks the 30th anniversary of SASS Café, one of the most historical venues in Monaco which also became a celebrities hotspot, where one can dine, drink and dance all night long.
How did you do to rank SASS’ Café as an entertainment leader in Monaco and maintain it as an institution still thirty years after?
Thirty years ago, our concept was unique in Monaco. Sassa and Yolande, my parents wanted to create a place where people could unwind after the dinner and before the nightclub. At that time, there was not such a place in Monaco which, I believe, made our success. That is how they created SASS Café, a place where guests could dine, have a drink, and then party all together in a warm and cosy atmosphere. I believe our success was and is still based on our ability to always challenge ourselves and adapt with the society and likes. As a basic example, thirty years ago at the opening of SASS Café, we only had live bands, no DJ. Then, with time, we felt that our clientele was a crowd in demand of clubbing too! So, we kept the live band for dinner, who was leaving the place to a DJ later in the nights for the late birds. We adapted in terms of communication too! When SASS Café opened, social media were not existing. People were visiting the restaurant thanks to the word-to-mouth. But with time and with the rise of digital communication tools, we started to communicate via Google and social media to remain in line in the market.
What makes SASS Café so unique, what is the DNA of SASS Café?
I believe what makes SASS Café so unique is the atmosphere you find in here. A festive and chic ambiance, but cosy at the same time. Many of our clients, call SASS Café “home-away-from-home”! Another reason guests feel home is that we do have the same team (kitchen and front of house), sorely part of the DNA of the restaurant, who have been working with us for decade. When guests come, they know already the place, and the waiters, with whom they created a friendly relationship throughout the time. The architecture which has also been renovated by Green & Mingarelli design, creates a one-of-a-kind decoration which is I believe unusual on the French Riviera. My father and SASS’ founder, SASSA, is of course a major part of the DNA, so we placed his portraits in many corners of the restaurant as well as on each plate!
Year after year, you keep attracting more and more guests, from all generations. What is your secret to get party lovers and celebrities loyal to your establishment as well as to recruit new people?
The festive scene in Monaco is very exclusive, there are not many places to hang out. And we have a very good location, on Princess Grace Avenue, in front of Grimaldi Forum where all the biggest events are happening. I am referring to the Music Awards a decade ago, the draw of the Football Champions League since few years, and the Monaco TV festival… and also on a national scale, the Grand Prix Formula 1, Yacht Show and the Rolex Master are of course major events brining us a very good clientele in search of epicurean lifestyle! I also reckon that, as we are happily ranked as an entertainment institution in Monaco, people are curious to see what we offer. We feel also very lucky to hosts celebrities in our establishment; I believe what they find in SASS Café is a place where they can enjoy with their friends, a place where we respect them and their privacy.
Even though SASS Café is mainly known for its piano bar and club, the establishment also offers daily dinners. How do we find again the DNA of SASS Café in your cuisine? And what type of cuisine is it?
Indeed, we are known for our ambiance, however we always wanted to highlight our cuisine too. Our Corporate Chef Shahar Dahan prides himself in offering tantalizing dinners to our guests every night with a menu featuring a blend of Mediterranean and Italian cuisine. With dishes ranging from Salads, Pasta & Risotto to Fish & Meats, the cuisine also presents top quality pieces as Caviar and Wagyu Beef. One can say that SASS Café Monaco is the place if you want to have a festive experience and a tasty dinner at the same time!
What is your vision for the future of SASS Café? How do you see SASS Café in 30 years?
Our vision is to expand SASS Café abroad, and we are already working of some projects to duplicate SASS Café in Europe and in Middle East with a challenge to stick with our DNA in terms of ambiance, aesthetic and cuisine. Our target is to develop ourselves and at the same time, keep our DNA and basics. In thirty years, after my dad and myself, I wish it will be one of my sons taking care of SASS Café; actually, my son Josh, is already very interested in this industry and in the running of SASS. Who knows!
