DINING IN 5 DIMENSIONS



The MAGIC OF RAW LAB is that it creates the opportunity, not just to dine, but to do so in 5 DIMENSIONS.

This is not a statement of superiority. Rather, we have come to understand it as a fact that RAW LAB presents an alternative to traditional fine dining options that is simply different from the traditional model. Different…as listening to jazz on the radio is to attending a rock concert. As different, as watching football on TV vs skiing 3’ of powder through an Aspen Grove at 10,000’. Not for everyone. Everything for a few.

When that is a fit for a person and their circumstances (they have the time, money and attention to give it), it becomes magical and the return on the investment of time, money and energy is magnificent. When it is NOT a good fit, it is NOT a good idea. Simple. Like anything else. How to know? Here is your guidance in three forms: WHAT IT IS & ISNT || IS IT FOR YOU || VALUE PROPOSITION

The truth is that RAW LAB has created a paradigm shift in how fine dining service can be modeled and how it is executed. As RAW LAB has evolved and matured it has become clear to all that this singular collection of facts not only solves problems but creates new opportunities in ways traditional restaurants simply cannot. They are a Porsche. We are a Jeep. Or vise versa. It doesn’t matter which is which…they can do things we cannot. We can do things they cant. Which one do you want or need? This is the question!

RAW LAB has become a culinary expedition through time and space. Its more adventure or expedition than meal and in that end it feels more like travel than eating. You’ll need and use all of your senses and the better part of 4 hours. Seeing, touching, tasting, hearing and smelling are the tools. They are PHYSICAL. Our goal is the 6th Sense. We’ll lead you to FEEL certain things. That’s METAPHYSICAL! That’s the mountaintop.

You’ll experience moments of potentially uncomfortable uncertainty, anxiousness and relief. There will be an epiphany or two and you’l be surprised over and over again. You’ll benefit immensely from paying close attention to it all which is both the test and the reward.

We didn’t know this was what would happen when we started it. We DISCOVERED this and now, finally, we can articulate it, after having discussed it ourselves, first hand, with about 7,000 customers over 3 years.

Dining in 5 Dimensions is manifested through the existence of…

2 CORE CHARACTERISTICS which created the opportunity for us to develop

4 UNIQUE FEATURES that revealed to us an opportunit to build much more than a meal around

5 PILLARS that support the delivery of at least

20+ POINTS OF DISCOVERY to the savvy epicurean, world traveler and general enthusiast.

“Always go a little further into the water than you feel you’re capable of being in. Go a little bit out of your depth. And when you don’t feel that your feet are quite touching the bottom, you’re just about in the right place to do something exciting.”
— David Bowie

2 CORE CHARACTERISTICS…

These are the DNA of RAW LAB. The X & Y Chromosome, if you will. They allow us to create an entirely new hospitality / culinary / experiential model which leads to a singular dining experience. They are:

  • The FUSION CONCEPT here is that of a SERVICE STYLE and a CUISINE rather than a FUSION of two cuisines…

    • A SERVICE STYLE - OMAKASE - ANCIENT, ORIENTAL (Japanese / Formal) traditionally reserved for the masters of Sushi

      FUSED WITH

    • A CUISINE - RAW BAR - MODERN, OCCIDENTAL (Euro-’Merican / Casual) traditionally part of a seafood restaurant’s offering

  • The USE OF SPACE

    • Allows for the elimination of a floor staff, kitchen staff, tables and other attributes of a “Restaurant”.

    • Makes every seat the best seat in the house.

    • Engages & Enchants the consumer in ways restaurants with table service, chef’s tables and tasting menus cannot

    • Creates intimacy between guests and guests & chef.

The existence of these 2 CORE CHARACTERISTICS results in the creation of two groups of attributes:

  1. 4 UNIQUE FEATURES

  2. 5 PILLARS

All of this allows for the consistent delivery of 20+ POINTS OF DISCOVERY.

4 UNIQUE FEATURES

2 CORE CHARACTERISTICS allow for 4 UNIQUE FEATURES. They are:

  1. PARTICIPATION & ENGAGEMENT

  2. LE SALON

  3. Choreography & THEATER

  4. Atmosphere, ENERGY & ESCAPE

PARTICIPATION & ENGAGEMENT

When you custom design and build a U-Shaped bar with an ice moat that features a bespoke / functional ice sculpture which is central to the service you have built a “set” or a “stage”. With this amenity, the guests are very much a part of the show. They participate directly in it all. In every part of the service / performance there are comparisons made and conversations had, from start to finish. Questions are asked and answered. Myths are busted. Experiences, opinions and observations between guests are shared. Engagement is universal and it seems phones only come out to take pictures and make videos. And it ends with an exhilarating finish - a jam session. Instruments are handed out to guests (cowbell, tambourine, bongos, maracas…etc). 12 adults turn into kids again for 3 songs. Just before checks are presented a rush of blood comes to everyone’s body. It forces movement after a big meal. And that feels good. Its ridiculous and fun. It’s just one more way in which all of the guests are actors in the play, participant to the experience.

This speaks to a really interesting examination of WHO THIS IS FOR and we are careful to warn the consumer that RAW LAB may not be a fit for them. You see, restaurants are for EVERYONE, as “the customer is always right” and the market is EVERYONE. Chef’s and restaurants need to be liked by everyone to fill and turn tables and to maintain a large staff and space. That’s a pop song. That’s Taylor Swift. That’s FM Radio.

We are not a restaurant. We are what happens when you remover the RAW BAR from the SEAFOOD RESTAURANT and ELIMINATE THE RESTAURANT. We have a tiny staff and a tiny space so that we can do what WE WERE BORN TO DO which pleases but a few. We ARE NOT FOR EVERYONE. Hell, we are not a good fit for almost anyone, most of the time. We appeal to those outliers, misfits, enthusiasts, creatives and romantics that endeavor to be participant to a journey and experience, they are very much a part of. The most interested & interesting will always be the most influential. It is they we seek. They’ll always participate and engage as they are inclined find enchantment in the spaces between the details. They are of a certain personality type, inclined to be genuinely curious and open taking a journey that might challenge some assumptions they’ve held long and dear.

LE SALON

Moreover, the U-Shaped Bar, in fact, created something we discovered to magical. What it created is a Salon, literally, in the 16th - 18th Century / European / Renaissance & Age of Enlightenment definition of the term. READ WIKIPEDIA’S DEFINITION / HISTORY OF IT HERE. In this form of a gathering, a host (usually a maven on a subject) curates a performance / presentation for a group of influential guests. These guests participate in, discuss and evaluate the content, talents and merits of the performance / presentation and / or performer, in real time, as a group, before, during and after the performance.

CHOREOGRAPHY & THEATER

Many moments are highly choreographed. Timing has been polished to the maximum effect. This creates culinary theater…a performance, all of which can be witness, by every guest, in real time. Some moments are, admittedly, way over the top, intentionally. Some are less so. Either way, it’s fun and part of why this is DINNER & A SHOW. Music supports an escape into a surreal place. Courses (even some bites and their preparations) have a soundtrack. Most of the music is very unusual or unfamiliar. Nearly all songs feature lyrics that are not in English. Songs with lyrics typically feature Portuguese, Spanish, Italian, Pidgin, French, Patois and/or African dialects. Its weird, fun, and cool. Guests consistently ask for access to the playlists which we happily provide. Nothing is played by accident and its not uncommon to see guests grooving in their seats. Volume goes up and down with the moment. And the sound system is impeccable. like a concert or being in the round in a musical production.

VIBE: ATMOSPHERE, ENERGY & ESCAPE

When you eliminate common items from the view of guests (anything you’d see at home) and build out ways to feature uncommon objects (things you rarely see) you can create an alternative universe. Our space has the feeling of being underwater, on another planet, in the future. Light and decor are used to suspend time and reality. Minimized are the typical decorations and equipment you are often surrounded by in a “restaurant. The principal features are our ice moat and living plant canopy which is part of our singular use of space. Guests are able to escape from life for a while. Finally, the energy this all creates between the guests is metaphysical. The result is a mystical space and experience. Its a vibe, ya’ll!

5 PILLARS…

2 CORE CHARACTERISTICS + 4 UNIQUE FEATURES allows for 5 PILLARS. They are:

  1. Oyster Flight

  2. Caviar Trip

  3. Wine Travel

  4. Marine Cuisine

  5. Sea Salt Complex

OYSTER FLIGHT

The oyster service is presented through a flight of oysters. An experiment is possible here for our guests. And through our method, a result may be realized by the guest. “Which Accoutrement Do You Prefer”. This will inform how you dress your oysters elsewhere. Also, in this process we will explore the Metrics of Quality of oysters, Characteristics of Oysters and how best to enjoy them. THE FINAL RESULT: A completely new understanding of how to most oysters, a greater appreciation of the techniques for getting significantly more enjoyment and nutrition out of this very expensive protein and the tools required to inform your palate as to what your true preferences are with regards to different oyster varieties. THIS IS A MASTER CLASS IN “OSTREOLOGY” which you will benefit from for the rest of your life.

CAVIAR TRIP

We developed this in RAW LAB, in real time, in a collaborative experience with our guests. We stumbled upon this technique as a result of the way our model was created. With a specific technique used by professionals who produce and trade in caviar (the bump) and our own methodology of what to do (and not to do) with it once its in your mouth. Many guests who fully commit to this find themselves in a bit of a trance or little bit hypnotized. It’s like a very short, mild “trip”. THE RESULT: You’ll understand what fine caviar is and isn’t as well as how to best enjoy it to its full potential. You’ll come to understand why that matters with a $2,000 a pound product. WARNING: You may realized you’ve never really enjoyed caviar as much as you do with our method. THE GOOD NEWS: You’ll be able to do this (and share it with others) for the rest of your life.

THIS IS A MASTER CLASS IN “CAVIAR” for sure. And between this and our Oyster Flight, we will have delivered 2 epiphanies to our guests before dinner really even begins.

WINE TRAVEL

Our wine service is like a grand tour of wine producing regions, grapes, methods and terroir. We’ll feature up to 15 wines (some very intentionally paired with a bite or a course, others less so). We’ll enjoy wine from all 6 wine producing continents and 10-12 regions/nations. It is like traveling around the world, with wine. THE RESULT: You’ll enjoy small pours of 12 -15 different wines. You will probably discover wines you’ve never heard of. And, likely, you’ll fall in love with one or two of them.

MARINE CUISINE

This is our culinary ethic for “Seafood”. Featured in our menu and core to this ethic are “Best Choices” for the following metrics: SAFE + HEALTHY + RESPONSIBLE + SUSTAINABLE. The sum of these variables equals YOUR BEST CHOICE! We think of it as Seafood v.3.0 or SMART SEAFOOD. THE RESULT: You’ll understand the difference between good and great product, best practices in fishing and aquaculture and come to a better understanding of the differences between facts and myths common in “seafood”. Your best choices by these metrics will inform your ordering in other establishments and how you source seafood for home cooking.

SEA SALT COMPLEX

Through our meal we’ll feature at least 10 Sea Salts. Some are from ancient / extinct oceans. Others from modern / living oceans. Sea salts as old as 500 million years are used. Some are from here. Others from near. Others from as far, far away in both time and space. You’ll benefit from the 80+ minerals found in Sea salts vs dead, factory produced table salt, which is high in sodium and essentially, metabolically, useless (minus the iodine). Table salt, in excess, can be damaging to your health as well, and is very often over-used in restaurants as a way to make people order more drinks. Sea salts are natural, highly soluble and most often produced by artisans. We make it a point to remind our guests that we are 70% water (7-8% of which is blood). All of that water in our body (and all of our blood) is, in fact, “salty”.

Consider these facts…

WATER IN HUMAN BODIES: 0.4% salt. 0% of the water in our bodies is free of salt, or “fresh water”.

HUMAN BLOOD: 0.8% Is about 1/3 as saline as sea water. 0% of the blood in our bodies is free of salt.

SEA WATER: 3.0-3.2% Salt

BAY WATER: 1.0-2.5% Salt

BRACKISH WATER: .1-1.0% Salt

FRESH WATER: 0% Salt

So, the water in our bodies is like the brackish water in the delta (where the river meets the bay or ocean) at low tide. All of it, mildly salty. The blood in our body is like the water in the same locations, in flood tide…significantly saltier. THEREFORE IT IS A FACT THAT OUR BODIES ARE MADE, MOSTLY, OF SALT WATER. MORE SPECIFICALLY, BY THE NUMBERS, WE ARE BRACKISH CREATURES. This being said, the salinity of water and blood in the human body is comparable to that of Sea Lions, Dolphins and Whales (Sea mammals). Finally, there is a 98% match between human blood plasma and seawater.

So, we are, in fact, SALT WATER CREATURES! Fueling your body with natural, highly-soluble, mineral & electrolyte rich sea salt from near and far (in time and space) is key to vitality and enhanced metabolic function in both the physical and metaphysical plane.

“DISCOVERY is the DELTA between EATING and DINING”
— Kevin Joseph

20 + POINTS OF DISCOVERY

2 CORE CHARACTERISTICS + 4 UNIQUE FEATURES + 5 PILLARS allows for 20+ POINTS OF DISCOVERY. They are:

  1. ICE ICE BABY - An ice moat / bespoke ice sculpture created daily which is integral to how the wine service is conducted as well as the food preparation and presentation. - SINGULAR

  2. WELCOME TOAST - A glass of champagne in your hand within 30 seconds of entering the room - RARE

  3. ROOT - Fresh Grated Horseradish Root (a la minute) on an oyster - SINGULAR / RARE

  4. RHIZOME - Fresh Grated Wasabi Rhizome (a la minute) on an oyster - SINGULAR

  5. TOUCHING - Holding / Feeling a Wasabi Rhizome and the Oroshiki (Wasabi Grater) - SINGULAR / RARE

  6. PERFECT PAIRING - Perfection in a French Mignonette (explained) which delivers the most famous and oldest pairing of all time (Salt & Pepper) in the most elegant, obvious and simple way but is generally impossible for any Raw Bar or Restaurant using table service / platter service style to deliver - SINGULAR

  7. SMOKIN’ - Cold Smoked Oysters (with its own sound and light show) and Caviar as well - SINGULAR

  8. SEEING IT ALL - Watching every dish made, live, in real time - SINGULAR

  9. PORRON - Txocolina enjoyed the Basque Way, from The Porron with coaching for extra style, grace and aplomb - RARE

  10. SHRIMP CEVICHE - The chips we use - RARE AF, in America

  11. LOBSTER BISQUE - Ultra-Chunky Style - RARE

  12. BEYOND SUSHI GRADE SALMON - The finest salmon on Earth

  13. LOBSTER CAESAR - You’llm dream about it. - UNIQUE

  14. CHILLED SALAD FORK - RARE

  15. SALMON TOWER - Salt + Fat + Acid + Heat - RARE

  16. DOLCE - How to enjoy a HEALTHY, sweet end to a meal - RARE

  17. COACHING & GUIDANCE - Where else can you dine WITH the Chef for the entire experience, ask questions, hear his answers to other peoples questions…etc - SINGULAR

  18. BOTTOMLESS OLD BAY GOLD FISH - In both regular & hot styles. Silly and fun but if you are from the Chesapeake area, you know it is not just that. Irreverent and silly but also fun. - UNIQUE

  19. ATMOSPHERE - Dining beneath a canopy of living plants in a space that feels like an Octopus’ Garden. Guests are transported into a fantasy land. A sense of escape is inevitable. You’ll feel like a fish in an aquarium on another planet, in the year 3075 - SINGULAR

  20. SOUNDTRACK - Highly curated playlists have been created and choreographed to dozens of moments, treatments and actions. Music is critical to the performance. Very little of it will be familiar to you. Lots of songs in languages other than English. - SINGULAR

  21. LIGHTING - Changes, Evolves, Supports certain presentations…etc. - SINGULAR

  22. DINNER & A SHOW - Without the hassle of getting from dinner to show. AND, yer among the players. The show features EVERYONE, not just the Chef who is also your DJ, Bartender, Sommelier, Mermmelier and Host. - SINGULAR

  23. BELLS, GONGS & CHIMES - Used throughout the experience. Silly, but fun. - SINGULAR

  24. JAM SESSION - How it all ends. Grab an instrument. Play a long. - SINGULAR

“Some are born great. Some achieve greatness. Some have greatness thrust upon them. ”
— William Shakespeare - Twelfth Night