Michelin-starred chef Sungchul Shim is expanding his culinary footprint with a new Korean steakhouse named Gui, set to open in the heart of Hell’s Kitchen on February 22, with a promising blend of Korean and American steakhouse fare. Located at 776 Eighth Avenue, this latest venture by Shim joins his seasoned lineup of establishments, including the critically acclaimed Kochi and hand roll restaurant Mari. Gui promises a menu rich in diversity, combining the likes of a raw bar, mandoo, and various steak offerings with shared plates such as dolsot bibimbap and kimchi wagyu fried rice, as reported by NY Eater.

The theater district area, already known for its vibrant dining scene, will soon witness the opening of Gui’s downstairs bar, Bar 92, featuring cocktails by Jason Lui, whose experience includes Masa, Benno, and Aquavit, meanwhile, Shim has outlined plans to add an omakase restaurant on the second floor in the coming summer, the restaurant takes over a space that once housed an everyday Staples store transforming it into a 10,000 square-foot culinary destination with three distinct areas to entertain guests seeking an immersive dining experience informed by Korean tradition mixed with global influences, according to a W42St interview with Shim.

As part of its substantial size, Gui's design is described as 'cavernous', including an opulent cocktail lounge Bar 92, a circular dining room Hwaro, and the steakhouse floor itself. By creating a serene escape from the city's hustle, Shim intends to foster Korean hospitality through not only the food but also the ambiance. The space is specially curated, showcasing mother-of-pearl inlays and silverware, plateware, and decorations handpicked from South Korea, ensuring a dining experience that pays homage to its cultural roots.

With the surge of new Asian dining establishments in the vicinity, such as recent omakase and Thai comfort food eateries, Hell’s Kitchen has indeed seen a remarkable transformation; it went from a deli-dominated landscape to a neighborhood burgeoning with diverse cuisine, the influx of restaurants like Gui adding to this rich fabric with Shim's excitement palpable as he says, “It’s very exciting,” and even though Gui will be joining an area where competition is strong, Shim's culinary director, Jiwon Kim, welcomes the challenge, affirming the team's embrace of competition, claiming, “The food has evolved so much," and that this positive shift is driving the neighborhood's culinary scene to new heights, as mentioned by W42St. 

Local residents and food enthusiasts alike, including activist Evelyn Yang, have taken notice of the area’s growing reputation for high-quality Asian cuisine. With Gui’s imminent opening, it further represents the enrichment of Hell's Kitchen's cultural offerings as it continues to develop into a choice destination for discerning diners in New York City. Evelyn Yang expressed her anticipation for Shim's new endeavor, highlighting her family's enjoyment of the Asian culinary diversity in the neighborhood: “We’ve been really excited about the new assortment of Asian restaurants in the area and have been to many of them," she told W42St.