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The relaunch of Bar92 marks a significant evolution for the Theatre District’s culinary landscape, as Chef Sungchul Shim introduces a refined, dual-concept experience beneath his Michelin-selected Gui Steakhouse. Located at the street level with a dedicated entrance, Bar92—a name derived from the Korean pronunciation of "92" (gu-i), which translates to "grill"—has transitioned from a secondary lounge into a primary destination for cocktail enthusiasts and diners seeking a sophisticated fusion of American, French, and Korean cuisines. This revitalization comes at a pivotal moment for the New York City hospitality industry, particularly in the Midtown area, as the demand for high-quality "casual-fine" dining options continues to surge following the full return of Broadway audiences and international tourism.
A Strategic Pivot in the Heart of the Theatre District
The decision to relaunch Bar92 with a revitalized menu and beverage program reflects a strategic move by Chef Shim to capture a broader demographic within the 42nd Street corridor. While Gui Steakhouse remains a premier destination for high-end Korean barbecue and steak, Bar92 is positioned as a more accessible "jewel box" space. The redesign of the program aims to cater to three distinct windows of Midtown activity: the pre-theatre rush, the post-show nightcap, and the late-night social scene for locals.
In an area often criticized for tourist-centric dining options, the introduction of a Michelin-caliber chef’s vision into a casual lounge setting provides a necessary upgrade to the neighborhood’s offerings. The timing of the relaunch coincides with the fall theater season, a period traditionally characterized by high foot traffic and a demand for venues that can accommodate both quick service and leisurely gatherings.
The Culinary Vision: ACT I, ACT II, and Headliners
Chef Sungchul Shim has applied the same rigorous technique that earned his restaurants Michelin stars to the new menu at Bar92. The menu is structured theatrically, divided into "Act I" (raw bar), "Act II" (small plates), and "Headliners" (main courses). This thematic organization not only pays homage to the neighboring Broadway houses but also guides the diner through a progressive tasting experience.
The culinary philosophy at Bar92 is a marriage of American comfort food and French classical technique, underscored by distinct Korean flavor profiles. A standout example is the Gui Prime Rib Dip. This dish features seven ounces of prime roast beef, caramelized onions, and peppers, but it is elevated through the addition of a yuzu horseradish cream and a black garlic au jus. The use of black garlic—a staple in Korean cuisine achieved through weeks of low-heat fermentation—adds a deep, balsamic-like umami that distinguishes the sandwich from its traditional counterparts.
The "Prime Cheeseburger" further exemplifies this approach, utilizing a house blend of dry-aged prime beef on a brioche bun, with optional additions such as a sunny-side-up egg or bacon. For those seeking lighter fare, the Duck Pastrami is house-cured and served with fig jam and mustard seeds on sourdough crostini, showcasing a sophisticated balance of salt, fat, and acidity.
Reimagining the Cocktail Program: The Influence of Sky Lim
To complement Chef Shim’s food menu, hospitality and beverage consultant Sky Lim was brought in to overhaul the cocktail program. Lim’s approach is centered on "translating" Korean ingredients into the grammar of classic Western mixology. The result is a menu that feels familiar yet offers unexpected sensory profiles.
The "Standing Ovation," a reimagined Old Fashioned, serves as the program’s flagship. It incorporates Woodford Reserve bourbon but infuses it with the earthy, toasted notes of roasted corn silk tea—a ubiquitous beverage in South Korea. The addition of cold-pressed perilla oil adds a nutty, herbaceous finish that lingers on the palate.
Other notable entries include:
- Opening Night: A refreshing, vodka-based drink that utilizes spicy-sweet Korean ginger and lime, topped with an ice-cold lager to provide a crisp, effervescent texture.
- Red Curtain: This cocktail utilizes pomegranate hongcho, a Korean fruit-flavored vinegar concentrate known for its health benefits and sharp, tangy profile. Combined with jalapeño and lime, it offers a spicy and tart experience balanced by a salted rim.
The beverage program also acknowledges the growing industry trend toward temperance, offering a selection of non-proof cocktails that do not compromise on complexity, alongside a curated list of international wines and spirits.
Background: The Rise of Chef Sungchul Shim
The relaunch of Bar92 is the latest chapter in the storied career of Sungchul Shim, a chef who has become a central figure in the "New Korean" movement in Manhattan. A graduate of The Culinary Institute of America (CIA), Shim’s pedigree includes tenures at some of the world’s most prestigious three-Michelin-starred institutions, including Thomas Keller’s Per Se and Eric Ripert’s Le Bernardin.
Shim’s entrepreneurial success began with the opening of Kochi, a skewered-food concept in Hell’s Kitchen that earned a Michelin star within its first year. He followed this with Mari, a restaurant dedicated to elevated Korean handrolls (kimbap), which also secured a Michelin star. His ability to modernize traditional Korean street food and home cooking into fine-dining formats has earned him critical acclaim, including a two-star review from The New York Times during his time as Executive Chef of Neta.
Most recently, Shim’s profile expanded globally following his appearance on the Netflix series Culinary Class Wars: Season 2. His participation in the high-stakes competition further solidified his reputation as a master of both technique and innovation, drawing international attention to his New York-based hospitality group.
Architectural Design: A Modern Interpretation of the Hanok
The physical environment of Bar92 is designed to provide a "calm respite" from the sensory overload of Times Square. The interior design successfully blends contemporary luxury with traditional Korean architectural elements.
At the center of the lounge is a custom mother-of-pearl tile backsplash, an ornate depiction of a Korean landscape that serves as a visual anchor. The bar itself features a white marble countertop and gold accents, creating a "lively" atmosphere at the front of the house. In contrast, the back of the lounge offers a more intimate setting. A metal partition separates a seating nook characterized by a low-hanging ribbed-wood ceiling. This feature is a direct reference to the hanok, a traditional Korean house. The use of natural materials and brass details in this area creates a warm, grounded environment suitable for private events or quiet conversation.
Industry Context and Market Implications
The relaunch of Bar92 comes at a time when the New York City dining scene is seeing a proliferation of Korean-influenced concepts. From the high-end tasting menus of "Atomix" to the casual "K-Town" eateries, Korean flavors have moved from the periphery to the center of the city’s gastronomic identity.
By situating Bar92 in the Theatre District, Chef Shim is tapping into a market that has historically been underserved by high-concept Asian fusion. Data from the Broadway League suggests that theater-goers are increasingly looking for dining experiences that are "Instagrammable" and unique, rather than standard chain fare. Bar92’s thematic connection to the theater—using terms like "Acts" and "Standing Ovation"—is a clever marketing tactic that aligns the restaurant with the cultural identity of its surroundings.
Furthermore, the "lounge" format allows for higher turnover and higher profit margins on beverages compared to a traditional sit-down restaurant. For the Shim hospitality group, Bar92 serves as a strategic entry point for younger diners or those who might find the price point of Gui Steakhouse or the difficulty of securing a reservation at Kochi or Mari a barrier to entry.
Chronology of the Shim Hospitality Portfolio
To understand the significance of Bar92, one must look at the timeline of Chef Shim’s expansion in New York City:
- 2019: Opening of Kochi in Hell’s Kitchen, focusing on the kkochi (skewer) tradition.
- 2020: Kochi receives its first Michelin star despite the challenges of the COVID-19 pandemic.
- 2021: Launch of Mari, focusing on kimbap and refined Korean flavors.
- 2022: Mari receives its first Michelin star, making Shim one of the few chefs to hold stars at two different Korean concepts simultaneously.
- 2023: Launch of Gui Steakhouse and the initial opening of Bar92.
- Fall 2024: Relaunch of Bar92 with the Sky Lim beverage program and a new culinary direction following Shim’s appearance on Culinary Class Wars.
Conclusion: A New Standard for Midtown Dining
The revitalized Bar92 is more than just a renovation; it is a calculated effort to define what modern New York hospitality looks like. By combining the precision of Michelin-starred French and American techniques with the soulful, bold flavors of Korea, Chef Sungchul Shim has created a venue that is both sophisticated and approachable.
As the Theatre District continues to evolve, the success of Bar92 will likely serve as a blueprint for other high-end chefs looking to diversify their portfolios with casual, high-volume concepts that do not sacrifice quality. For patrons, it offers a rare opportunity to experience the vision of one of the world’s most talked-about chefs in a relaxed, thoughtfully designed setting just steps away from the bright lights of Broadway. Bar92 stands as a testament to the enduring appeal of "gu-i"—the art of the grill—and the limitless possibilities of Korean-American fusion.
