New York City has always understood the seductive relationship between fashion, food, and society. But every so often, an evening comes along that reminds me why I fell in love with this city in the first place. The right people, an extraordinary setting, and the anticipation of a beautifully prepared meal can transform an ordinary night into something truly memorable.
My recent dining experience at ZOI Mediterranean, the sophisticated Midtown Manhattan destination accompanied by its sister nightlife concept, TEN11 Lounge Bar, was one of those occasions.
The evening began before I even entered the restaurant. Standing near the entrance was Rosalyn Yellin, being photographed in a striking ensemble that immediately commanded attention. Dressed to the nines in Hermès and adorned with Van Cleef & Arpels jewelry, she embodied the kind of confident, unapologetic glamour that has long defined New York society.
As a fashion editor, I have encountered countless beautifully dressed personalities, but what I admire most is an individual who understands that elegance is not simply about wearing expensive clothes. It is about attitude, individuality, and knowing how to make an entrance. Rosalyn certainly understood the assignment.
Her Versace ensemble communicated timeless sophistication, while the Hèrmes and Van Cleef & Arpels jewels introduced a sense of refinement and femininity. Yet beyond the luxury labels was a woman whose warmth and personality would become an important part of the evening.
I was joining Rosalyn and her family for dinner, and as we exchanged greetings, I found myself looking forward not only to the cuisine but also to the conversations that would unfold around the table.
Rosalyn Yellin: Fashion, Influence, and the Modern Luxury Lifestyle
Rosalyn Yellin’s presence offered an interesting reflection on the evolving relationship between luxury, real estate, fashion, and wellness. These worlds increasingly intersect through personalities who understand that influence extends beyond any single industry. Real estate reflects the environments we aspire to inhabit, fashion communicates our personal identities, and wellness represents the growing importance of living well.
Rosalyn’s connection to these lifestyle spheres makes her an intriguing figure within contemporary luxury culture. What I found especially appealing that evening was the contrast between her glamorous public presentation and the personal intimacy of dining with her family.
There is something refreshing about experiencing a personality beyond the carefully composed photographs and social media imagery. Over dinner, the designer wardrobe and glittering jewels become secondary to conversation, laughter, and human connection. And in many ways, that is precisely what luxury hospitality should accomplish.
Inside ZOI: An Architectural Expression of Contemporary Luxury
Walking into ZOI Mediterranean at the historic Life Hotel on West 31st Street, I was immediately drawn to the restaurant’s extraordinary use of Turkish onyx. The illuminated stone creates a warm, almost theatrical glow, giving the interior a distinctive visual identity. Rich textures, plush seating, and the interplay of light against polished surfaces establish an atmosphere that feels glamorous without sacrificing intimacy.
The lion-emblazoned banquettes and striking onyx bar contribute to a design vocabulary that blends Mediterranean heritage with contemporary Manhattan sophistication. Cocktail Lounge in Manhattan+1
I have always believed that a restaurant’s interior should tell a story before the first dish arrives. At ZOI, that story is one of craftsmanship, indulgence, and cultural identity.
The restaurant’s name, derived from the Greek word for life, feels especially appropriate. The atmosphere celebrates the pleasures of living well, while the design encourages guests to slow down and appreciate their surroundings. There is also a subtle sense of theatricality that appeals to my editorial instincts. The illuminated onyx creates a dramatic backdrop for fashionable guests, while the intimate seating encourages conversation.
It is a setting where one can appreciate both the architecture and the people who inhabit it.
A Mediterranean Feast: From Mezze to Caviar
One of the greatest pleasures of Mediterranean cuisine is its emphasis on sharing. Food becomes a communal experience, inviting guests to explore different flavors and textures while enjoying the company around them. ZOI’s menu reflects this philosophy through an extensive selection of mezze, seafood, and contemporary interpretations of regional specialties.
Among the appetizers worth exploring are the creamy hummus, babaganoush, muhammara, and tzatziki, alongside more elaborate preparations such as tuna tartare, Wagyu beef tataki, and grilled octopus.
The restaurant’s approach blends Mediterranean traditions with Asian influences, creating a menu that feels familiar yet adventurous. For me, the appeal of a beautifully presented appetizer lies in its ability to stimulate both appetite and conversation. Small plates encourage diners to experiment, share recommendations, and discover something unexpected.
The Caviar: An Indulgence Worth Celebrating
One of the highlights of our dinner was the caviar. There are few delicacies that communicate the ceremonial pleasures of luxury dining quite like caviar. Its delicate texture, distinctive salinity, and unmistakable association with celebration make it a particularly memorable addition to an evening.
ZOI’s culinary offerings include caviar preparations that complement the restaurant’s broader emphasis on refined ingredients and elevated presentation. What I appreciate about caviar is the sense of anticipation surrounding its arrival. There is something wonderfully indulgent about sharing such a delicacy with people whose company you genuinely enjoy.
For me, the experience was not simply about the prestige of the ingredient. It was about the occasion itself. That distinction matters. Luxury becomes meaningful when it enhances a shared experience rather than merely calling attention to its own extravagance.
Cocktails, Champagne, and the Sophistication of a Well-Curated Wine Program
At ZOI, the beverage experience plays an important role in establishing the evening’s rhythm.
The restaurant’s cocktail program includes imaginative creations such as Meet You in Istanbul, a chamomile-infused gin gimlet, and Mezcalita el Paradiso, a smoky interpretation of the mezcal cocktail. Cititour.com These drinks reflect a growing trend in luxury hospitality toward cocktails that possess their own identities rather than relying exclusively on familiar classics.
A crisp white wine provides an appealing accompaniment to Mediterranean seafood, while a structured red can complement richer preparations such as lamb or slow-cooked beef. Champagne, naturally, remains an elegant choice for caviar.
As our dinner unfolded, I was reminded that a successful beverage program should do more than complement the food. It should contribute to the atmosphere and encourage guests to enjoy the progression of the evening.
The Main Event: Seafood, Lamb, and Mediterranean Traditions
The main-course offerings at ZOI reveal the restaurant’s ambition to interpret Mediterranean cuisine through both traditional and contemporary techniques. Seafood occupies an important place on the menu, with branzino providing an especially appealing expression of the region’s culinary heritage.
Whole grilled fish, prepared with olive oil, citrus, and herbs, captures the simplicity that makes Mediterranean cooking so enduring.
For diners seeking richer flavors, lamb chops and slow-cooked short rib offer a satisfying alternative. The kitchen has also featured preparations such as lamb shank beğendi, an interpretation of a Turkish classic that combines tender meat with a rich eggplant accompaniment. THE UNTITLED MAGAZINE+1
What I find particularly compelling about this style of cuisine is its ability to bridge tradition and modernity. The most successful Mediterranean dishes respect the integrity of their ingredients while allowing the chef to introduce subtle contemporary interpretations.
For a table of family and friends, that diversity is especially welcome. There is something deeply satisfying about watching different dishes arrive, each contributing its own aromas, colors, and culinary personality to the evening.
Dessert: A Sweet Finale With a Touch of Theater
Dessert at ZOI offers another opportunity to explore the restaurant’s creative interpretation of Mediterranean flavors. The Cold Baklava is a particularly appealing expression of the region’s celebrated pastry traditions, while the theatrical Mango Noir, presented as a glossy chocolate sphere, reflects the restaurant’s more contemporary sensibility. Cititour.com
I have always felt that dessert represents the emotional conclusion of a great dinner. By this point, the formality of the evening has softened. Conversations become more personal, laughter comes more easily, and the table takes on the comfortable familiarity that only a shared meal can create.
Dining with Rosalyn and her family reminded me that the greatest luxury is often the opportunity to enjoy meaningful time with people. The food, the fashion, and the setting create the occasion. But it is the human connection that gives the experience lasting significance.
TEN11: When Dinner Becomes a Night Out
One of the most compelling aspects of the ZOI experience is its relationship with TEN11 Lounge Bar, the sophisticated nightlife destination located beneath the restaurant. Together, the two concepts create a hospitality experience that moves naturally from dinner into late-night entertainment.
TEN11 embraces a more intimate, seductive atmosphere, with dramatic onyx design, warm lighting, curated music, and a cocktail program that reflects the energy of Manhattan after dark. Signature creations have included Smoke and Mirrors, an Old Fashioned incorporating Macallan 12 and Mastika Skino, and Black Swan, a mango-mezcal cocktail.
The lounge also offers elevated small plates, premium spirits, and a nightlife program featuring DJs and live entertainment. Life Hotel New York+1 What makes the relationship between ZOI and TEN11 particularly interesting is the way the two venues address different dimensions of the same evening. ZOI celebrates the pleasures of dining, while TEN11 offers an opportunity to extend the experience into music, cocktails, and social interaction. For a city that has always celebrated the art of going out, the concept feels entirely appropriate.
The Business of Luxury Hospitality: Onur Safak on Entrepreneurship, Reinvention, and Building a New York Dining Empire
An Exclusive Interview by Joseph DeAcetis | Editor, STYLE LUJO
Behind every successful luxury hospitality destination is an entrepreneur with a vision that extends far beyond beautifully designed interiors and exceptional cuisine. For Onur Safak, founder and CEO of Maya Prestige Group, that vision began not in a professional kitchen or restaurant dining room, but in New York City’s transportation and automotive industries.
Having built his early businesses through determination, financial discipline, and calculated risk, Safak eventually redirected his entrepreneurial ambitions toward hospitality. Today, his portfolio includes ZOI Mediterranean and TEN11 Lounge Bar in Manhattan’s NoMad neighborhood, with additional ventures signaling an increasingly international outlook.
In this exclusive conversation with STYLE LUJO, I explore the personal decisions, leadership philosophies, and strategic ambitions behind Safak’s journey, including the challenges of operating in one of the world’s most competitive restaurant markets and his plans to introduce premium Turkish wines to American consumers.
From Automobiles to Hospitality: The Courage to Reinvent
Joseph DeAcetis: Your entrepreneurial career began in the transportation and automotive industries, which are remarkably different from luxury hospitality. What prompted you to make such a significant professional transition, and at what point did you recognize that restaurants could become your next major business venture?
Onur Safak: My entrepreneurial journey started long before I entered hospitality. I originally built my business experience by operating a taxi fleet and a car dealership in New York City. Those businesses taught me how to manage operations, understand customers, and recognize opportunities.
In 2019, I entered the food industry and discovered a genuine passion for hospitality. I realized that a successful restaurant is about much more than serving excellent food. It’s about creating an atmosphere, building relationships, and delivering an experience that makes people want to return.
I’ve always enjoyed building businesses from the ground up. For me, entrepreneurship means recognizing opportunities, taking calculated risks, and having the determination to transform an idea into reality.
Financing the Dream: The Personal Cost of Entrepreneurship
Joseph DeAcetis: One of the most difficult challenges for an entrepreneur is securing the capital necessary to establish a business. You financed your early hospitality ventures through earnings from your previous companies rather than relying on institutional investors. How did you approach that financial risk, and what sacrifices were necessary to make your vision a reality?
Onur Safak: I financed my first hospitality business using money I had earned through my previous businesses. As I continued expanding, I reinvested my profits and eventually sold my taxi fleet so I could concentrate more seriously on the restaurant industry.
I didn’t begin with a large investment group supporting me. Everything came from years of hard work, personal investment, and a willingness to take risks. That experience taught me to understand every dollar going into the business. When you’re investing your own money, you develop a very different appreciation for financial discipline and operational responsibility.
You cannot simply open a restaurant and expect it to become successful. You have to understand the business, remain personally involved, and make difficult decisions when necessary.
Why New York City? Competing in the World’s Most Demanding Hospitality Market
Joseph DeAcetis: New York is arguably one of the most competitive restaurant markets in the world. Diners have extraordinary choices, and consumer expectations are constantly evolving. Why did you choose to build Maya Prestige Group here, and what does it take to establish a restaurant that remains relevant beyond its opening-night excitement?
Onur Safak: New York has been my home for many years, and I believe it’s one of the most exciting and competitive cities in the world for hospitality. People here have endless choices, which means you constantly have to improve and innovate. You cannot succeed simply by opening a beautiful restaurant. You need consistency, great service, exceptional food, and a reason for guests to come back. I love that challenge. If you can build a successful hospitality brand in New York, you learn how to compete at the highest level.
Creating ZOI Mediterranean and TEN11: Two Identities, One Hospitality Vision
Joseph DeAcetis: ZOI Mediterranean and TEN11 Lounge Bar represent two distinct dimensions of contemporary hospitality: sophisticated dining and elevated nightlife. How did you develop these concepts, and what distinguishes them from the many other upscale restaurants and lounges competing for New York’s luxury clientele?
Onur Safak: I founded Maya Prestige Group in 2024 because I wanted to create a hospitality company that goes beyond traditional restaurants.
My goal was to develop a portfolio of unique concepts, each with its own identity, while maintaining the same commitment to quality, design, service, and guest satisfaction. ZOI Mediterranean was created as a more elevated dining experience, combining contemporary Mediterranean cuisine with sophisticated design and exceptional service.
TEN11 brought nightlife into that experience, allowing guests to enjoy fine dining and an exciting social atmosphere under one roof. I believe the difference is in the details. I am personally involved in the design, atmosphere, concept development, and overall guest experience. I pay attention to how guests feel when they enter, how they are welcomed, the quality of the food, the music, the lighting, and the service. You can have the most beautiful restaurant in New York, but if your guests don’t feel appreciated, they won’t return.
The Art of Leadership: Why Every Detail Matters
Joseph DeAcetis: Luxury hospitality depends on consistency, yet maintaining exceptional standards becomes increasingly difficult as a company expands. With more than 85 employees, how do you balance your personal attention to detail with the need to delegate responsibility and develop a strong management team?
Onur Safak: I’m a very hands-on leader, and I pay attention to every detail of my businesses.
Even with more than 85 employees, I still find it difficult to leave anything completely in someone else’s hands without personally making sure it’s done correctly. Whether it’s the design, the food, the service, the lighting, the music, or the smallest operational detail, I want to understand exactly what’s happening. I believe consistency and attention to detail are what separate an average restaurant from an exceptional one. Of course, I recognize the importance of building a strong management team and trusting the right people. I’m constantly working to find the right balance between delegating responsibilities and maintaining the standards I’ve worked so hard to establish.
At the end of the day, my name is behind these businesses, and I take that responsibility very seriously.
Failure, Trust, and the Lessons That Define an Entrepreneur
Joseph DeAcetis: Successful entrepreneurs are often celebrated for their achievements, yet their most valuable lessons frequently emerge from disappointment or failure. Looking back at your career, what has been your most difficult leadership lesson, and how has it changed the way you operate your businesses today?
Onur Safak: One of my biggest lessons has been learning that not everyone will care about your business as much as you do. Earlier in my career, I sometimes trusted people too easily or expected them to have the same level of commitment that I had.
Over time, I learned that successful leadership requires clear expectations, strong systems, and accountability. Trust is important, but accountability is even more important. I don’t look at setbacks as failures. I see them as lessons that make me a better entrepreneur and help me make smarter decisions. Every challenge teaches you something about yourself, your business, and the people you choose to work with.
Beyond New York: Turkish Wines and the Next Chapter of Maya Prestige Group
Joseph DeAcetis: One of your newest ventures, Barrow & Barrel Wine Imported, represents an intriguing expansion beyond restaurants into the international wine business. What inspired this investment, and how do you envision introducing Turkey’s winemaking heritage to American consumers who may be more familiar with established French, Italian, and Spanish wines?
Onur Safak: Barrow & Barrel Wine Imported is one of our newest ventures, and it’s something we’re incredibly excited about. We recently established the company to bring premium wines from Turkey to the United States.
What makes the project especially meaningful is that we’re preparing to introduce our own wines, produced from grapes grown in our vineyards in Turkey. For me, this is more than a wine import business. It’s an opportunity to share Turkey’s rich winemaking heritage, unique grape varieties, and exceptional flavors with American consumers.
We’re working toward bringing our first wines to the American market in the near future. I believe there is an exciting opportunity to introduce people to something distinctive while continuing to expand our hospitality and lifestyle businesses.
Building a Lasting Legacy: The Future of Maya Prestige Group
Joseph DeAcetis: Looking five years ahead, do you envision Maya Prestige Group becoming an international hospitality company with restaurants, nightlife destinations, and lifestyle ventures operating under one umbrella? More importantly, what would you ultimately like your legacy as an entrepreneur to represent?
Onur Safak: My vision is to continue growing Maya Prestige Group into a recognized hospitality and lifestyle company with multiple successful concepts. I’m exploring opportunities for larger restaurant projects, innovative dining destinations, and hospitality partnerships both in New York and beyond.
However, I don’t want to grow simply for the sake of opening more locations. Every new project needs a strong identity, the right team, and the potential to deliver an exceptional experience.
My ultimate goal is to build brands that are respected for their quality and have the ability to grow internationally. I’m proud of what we’ve accomplished so far, but I don’t believe I’ve reached my biggest achievement yet. I still have much bigger goals ahead.
A Final Word: Advice for the Next Generation of Entrepreneurs
Joseph DeAcetis: Finally, what advice would you offer to an aspiring entrepreneur who has an ambitious vision but lacks the financial resources, industry connections, or confidence to take that first step?
Onur Safak: My advice is simple: work hard, believe in your vision, and never expect success to happen overnight. You need to understand your business from the ground up. Don’t be afraid to get involved in the smallest details, especially in the beginning. Choose the people around you carefully, learn from your mistakes, and never stop improving.
Most importantly, don’t build a business just to make money. Build something you’re genuinely passionate about, something that creates value and gives people a reason to come back. Success takes time, sacrifice, discipline, and consistency. There are no shortcuts.
A Final Reflection: The Enduring Luxury of a Beautiful Evening
As I reflect upon my evening at ZOI Mediterranean and TEN11, several images remain especially vivid.
Rosalyn Yellin standing near the entrance, impeccably dressed in Hermès and Van Cleef & Arpels, being photographed against the backdrop of a fashionable New York evening. The warm glow of illuminated Turkish onyx as we entered the restaurant. The anticipation of caviar, the pleasures of Mediterranean cuisine, and the conviviality of dining with Rosalyn and her family.
And finally, the entrepreneurial story of Onur Safak, whose journey from the automotive industry to luxury hospitality reveals the determination, sacrifice, and personal accountability required to transform ambition into a successful enterprise.
What I found particularly compelling about Safak’s responses was his recognition that success cannot be sustained through beautiful design or financial investment alone. It requires an emotional understanding of the customer, a commitment to operational excellence, and the humility to learn from difficult experiences.
As someone who has spent much of my professional career examining the relationship between luxury brands and consumer aspirations, I believe this philosophy extends far beyond the restaurant industry. Luxury, at its most meaningful, has never been defined exclusively by material possessions. It is about the emotional connection between people, places, and experiences.
A beautiful garment can make us feel extraordinary. A remarkable piece of jewelry can commemorate a milestone. But a memorable dinner, shared with exceptional company in an inspiring setting, creates something equally valuable: a lasting memory. ZOI Mediterranean and TEN11 represent two complementary expressions of that philosophy, bringing together the pleasures of fine dining and the unmistakable energy of New York nightlife.
And in a city where extraordinary experiences constantly compete for our attention, the ability to make an evening feel genuinely personal remains perhaps the greatest luxury of all.
ZOI Mediterranean & TEN11 — Visitor Information
Life Hotel New York | Manhattan New York Boutique Hotel
ZOI Mediterranean NoMad
19 West 31st Street, New York, NY 10001
Inside Life Hotel, Midtown Manhattan / NoMad
(917) 994-9463Restaurant website
ZOI Mediterranean hours
TEN11 Lounge Bar
Located beneath ZOI Mediterranean, at the same address.
(929) 930-2598TEN11 website
TEN11 hours: The Life Hotel lists 5 PM–2 AM Sunday through Wednesday and 5 PM–4 AM Thursday through Saturday. The lounge’s own website lists some different closing times, so confirm before visiting. Life Hotel New York+1
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