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By: K. Foster
In a city where restaurants open and close at dizzying speed, few concepts manage to rise above the noise. Yet Onur Safak, entrepreneur, operator, and the creative mind behind ZOI and Ten11, has built more than a restaurant. He has created a soulful Mediterranean ecosystem in New York, one rooted in cultural depth, disciplined leadership, and a long-term vision that continues to evolve. From its celebrated NoMad flagship to its newly opened Upper East Side location, ZOI reflects a hospitality philosophy that feels both deeply personal and refined.
For Safak, the foundation of ZOI began with a single word: life. Drawn from the Greek concept zoí, the philosophy guided his leadership from the start. “For me, ‘life’ is about connection, warmth, and shared experiences,” he explains. Raised in Mediterranean culture, Safak grew up believing the table was never just a place to eat, it was a place to gather, celebrate, and create memory. “When building ZOI, I wanted hospitality to feel genuine. I wanted teams to feel empowered and guests to feel truly welcomed.”
This human-centered approach could have felt risky; instead, it became ZOI’s greatest strength. “New Yorkers live fast, but they crave moments that feel grounded and real,” Safak says. His earlier successes with Green Blend and Blue Mezze confirmed that authenticity resonates deeply with diners. With ZOI, he elevated that sensibility into a modern Mediterranean experience, luxurious without being stiff, welcoming without sacrificing refinement. The result was one of NoMad’s most talked-about openings, earning loyalty from both locals and industry insiders.
Photo Courtesy: Lyss Lester 
Photo Courtesy: Lyss Lester