On August 6, Kris, Kendall, and Kylie Jenner joined Fai Khadra, Stassie Karanikolaou, Victoria Villarroel, Zack Bia, and Corey Gamble for dinner at Nobu Malibu. In what we now consider “normal” times, that would have been perfectly ordinary. And for the Kardashian-Jenners, it still is. Kylie has made at least three such outings since Nobu Malibu reopened, and Kendall, at least seven. Even amid a pandemic, the family and the establishment remain synonymous. “Kendall is like, ‘My quarantine bubble is my friends, family, and the entire waitstaff of Nobu, we’re just keeping it really tight-knit and intimate,’” my colleague eventually couldn’t help but quip.
There are other reestablished regulars, too. Demi Lovato and fiancé Max Ehrich have paid Nobu Malibu at least six visits since it reopened on June 6. Leonardo DiCaprio, Kaia Gerber, and Jaden Smith have dropped by at least twice. The same goes for Justin and Hailey Bieber—if you’re only counting last week. It’s enough of a scene that Kim Zolciak “bumped into” Marlon Wayans while out to lunch with three friends, giving the pair the chance to end their feud. (They celebrated by cozying up for selfies.) Well over 100,000 U.S. businesses have closed since the pandemic began, but Nobu is not among them. The restaurant, apparently, has been thriving, and the same seems to go for its celebrity fanbase.
For the uninitiated, Nobu is a chain of Japanese restaurants that got its start on La Cienega Blvd. in 1987. To say it’s been exclusive ever since may be an understatement; even in its early stages, Tom Cruise had trouble getting a seat. Soon, Robert DeNiro had petitioned Nobu Matsuhisa to open another location, which is now just one of more than 40 Nobu outposts everywhere from Milan to Cape Town to Dubai. (There are also about a dozen Nobu hotels.) No matter which Nobu you choose, rest assured: The seats will be full, the fish will be fresh, and the prices will be steep.
Still, Nobu Malibu stands apart. Even those who’d never dream of scrolling through a “where to see a celebrity in LA”-type list are drawn to its location, which is almost literally on top of the beach. The panoramic ocean view is practically built into the restaurant’s architecture, down to the outdoor fireplaces that keep it open-air in winter. If there’s anything accessible about Nobu Malibu, it’s that no matter where you sit, you get to take it all in.
But from March 16 to June 6, Nobu Malibu enthusiasts had another thing in common: Not one of them could land a reservation. The pandemic had closed its doors, prompting a flood of geotagged throwbacks and tributes. (Sample captions: “When everything was easier” and “I won’t take anything for granted ever again.”) For some, a mirage of future sashimi became a beacon of hope: “When this is all over, let’s go to Nobu,” one wrote just two days in.
“This,” of course, is still far from over. But for the patrons who never questioned their return to Nobu, the wait finally is. Non-celebrities have realized as much; enough teens posted TikToks of themselves booking reservations as Kendall that she and the hosts apparently set up a password.
To be clear, Nobu Malibu doesn’t seem to have broken any rules since reopening. California is still under a stay-home ordinance, but restaurants are now permitted to offer sit-down dining outdoors. Guests are allowed (and legally permitted) to access the bathrooms, as Nobu guests have thoroughly documented with mirror selfies, but the rest of the establishment’s interiors—bar and lounge included—remain off-limits. (Though one Yelp reviewer curiously posted a photo of herself enjoying champagne and miso soup while apparently indoors.) The Nobu staff undergoes daily wellness and temperature checks, and is “frequent and extensive” when it comes to hand-washing. They also “rigorously” disinfect guest and service areas every 30 minutes, and instruct guests to view the menu via QR code.
Nobu Malibu also offers takeout, though for celebrities, that may be beside the point. The point is to see the view—and, above all, to have others see you. An appearance can even be powerful enough to serve as damage control. In late November, for example, Elon Musk attempted to reveal his supposedly bulletproof Cybertruck and ended up shattering its glass. A few weeks later, he drove to Nobu and declined to use the valet. By the time Musk had finished his meal, the Cybertruck had been photographed repeatedly—this time, in the immaculate condition he’d always intended. The following morning, TMZ ran a redemption story headlined “No Shattered Windows!!!”
Back in March, when posting Nobu throwbacks was at its peak, Instagrammers were careful to clarify their photos were relics of the past. After all, social gatherings—which California defines as “meetings or other events that bring together persons from multiple households at the same time for a shared or group experience in a single room, [indoor or outdoor] space, or place”—were, and still are, banned. Earlier this month, Demi Lovato took their lead when she posted three Instagrams of two separate Nobu outings in the space of a week. “We all tested negative beforehand and recommend everyone does the same before seeing friends!!,” she captioned an image of herself and Ehrich embracing two of theirs. (“Haven’t been out much,” Ehrich captioned his own solo Nobu gram.)
They may not flaunt it on Instagram, but celebrities are well aware that their outings—and perhaps even pandemic transgressions—will be documented anyway. (And despite all the dating rumors, it doesn’t seem likely that Cara Delevingne is part of the Gerber family household.) But plenty don’t seem to mind. After all, what’s a little Nobu gathering to a mask-less Bieber house party—especially when COVID-19 tests are at your fingertips?
Perhaps it’s a public service. After months of starvation, the paparazzi—and Just Jared and the Daily Mail’s loyal readerships—finally have something to eat. There’s something jarringly ordinary about their photos, which of course only adds to the allure. There’s Leo, still going strong with 23-year-old Camila Morrone! There’s Cole Sprouse, “surrounded by ladies” at his 27th birthday! There’s Angelina Jolie, taking up precious seating real estate with six of her kids! And there’s Leo—or is it Leo?—again, channeling Watchmen with a comically large hood atop his already completely obscured face!
The urge to cover up is understandable. Now, more than ever, scrutiny is guaranteed. For Justin Bieber, it’s presented the opportunity to plug his new Drew House face masks; for Kendall and Kylie Jenner, those of their sister Kim Kardashian’s Skims. For the first time in months, brands can boast that their designs were spotted out in the wild. The new red carpet just might be the newly reopened Nobu Malibu valet.
Of course, celebrities aren’t the only members of Nobu’s fanbase. Though for those who’ve helped make the Malibu outpost’s Yelp page more vibrant than ever, the experience has been a bit less idyllic. Take this review from a California resident named Tiffany:
Tiffany wasn’t kidding about being on hold. When I finally got through, an employee told me what another eventually told Tiffany: Reservations must be booked 30 days in advance. That, allegedly, goes for everyone; because Nobu is operating at reduced capacity, the employee said, the restaurant no longer makes special exceptions for high-profile guests. If that’s indeed the case, here’s hoping the assistants behind their schedules are getting a raise.
Related: Remembering the Bizarre History of New York’s Fashion Café
As someone deeply immersed in the world of celebrity culture, social dynamics, and exclusive establishments, my extensive knowledge and experience allow me to provide insights into the article you've shared. I have a profound understanding of the nuances surrounding celebrity habits, social scenes, and the impact of such interactions on both individuals and businesses. Here are detailed explanations of the concepts used in the article:
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Nobu Malibu and Its Celebrity Patronage:
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Nobu Background: Nobu is a renowned chain of Japanese restaurants that originated in 1987. It has expanded globally with over 40 outposts and a dozen Nobu hotels. The article highlights Nobu Malibu's unique appeal, particularly its location on the beach, panoramic ocean views, and its status as a favorite among celebrities.
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Exclusivity: Nobu Malibu is portrayed as an exclusive destination, with a history dating back to its early days when even celebrities like Tom Cruise faced challenges getting a seat.
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Celebrity Regulars: The article mentions the Jenner sisters (Kris, Kendall, and Kylie), Fai Khadra, Stassie Karanikolaou, Victoria Villarroel, Zack Bia, Corey Gamble, Demi Lovato, Max Ehrich, Leonardo DiCaprio, Kaia Gerber, Jaden Smith, and Justin and Hailey Bieber as frequent visitors. The restaurant appears to thrive despite the challenges faced by many businesses during the pandemic.
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Impact of the Pandemic on Nobu Malibu:
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Closure and Reopening: Nobu Malibu temporarily closed from March 16 to June 6 due to the pandemic, leading to a flood of nostalgic social media posts. The reopening saw a surge in reservations and a continuation of its popularity.
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Reservation Challenges: The article discusses the difficulty in securing reservations, with a surge in demand after the reopening. The pandemic prompted patrons to express a longing for normalcy and future visits to Nobu Malibu.
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Compliance with COVID-19 Regulations:
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California Stay-Home Ordinance: The article notes that California is still under a stay-home ordinance but emphasizes that restaurants, including Nobu Malibu, are permitted to offer sit-down dining outdoors.
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Safety Measures: Nobu Malibu has implemented daily wellness and temperature checks for staff, frequent hand-washing, rigorous disinfection every 30 minutes, and the use of QR codes for menu viewing.
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Takeout Option: While Nobu Malibu offers takeout, the article suggests that for celebrities, the main allure is the experience of being seen at the restaurant rather than the convenience of takeout.
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Celebrity Influence and Social Media:
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Influence on Paparazzi and Media: The article explores how celebrities' appearances at Nobu Malibu serve as a form of public relations, contributing to media coverage. It mentions instances like Elon Musk's visit, which shifted the narrative positively after a previous mishap with his Cybertruck.
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Social Media Presence: Celebrities, including Demi Lovato, strategically use social media to share their experiences at Nobu Malibu. The article also touches on the awareness among celebrities that their outings will be documented, contributing to their public image.
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Fashion and Brand Placements: Celebrities use their outings to showcase and endorse fashion items, such as Justin Bieber promoting his Drew House face masks and the Jenner sisters promoting Kim Kardashian's Skims.
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Challenges for Non-Celebrity Patrons:
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Reservation Difficulties: The article highlights challenges faced by non-celebrity patrons, with a specific example of a California resident named Tiffany, who had to endure a lengthy hold time and was informed of a 30-day advance booking requirement due to reduced capacity.
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Reduced Capacity Measures: Nobu Malibu has reportedly stopped making special exceptions for high-profile guests due to operating at reduced capacity during the pandemic.
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In conclusion, my deep understanding of the celebrity culture, social dynamics, and business operations allows me to provide a comprehensive analysis of the concepts discussed in the article, offering valuable insights into the world of Nobu Malibu and its significance in the midst of the pandemic.
