Japanese-style cocktail bar · Long Beach
Tokyo Noir
A little of Tokyo, in Long Beach.
Jesse’s involvement
Concept, brand & opening operations
Inspired by three to four Tokyo trips each year, Tokyo Noir brings an intimate bar feel to Long Beach. Jesse shaped the space, name, and branding, developed the food direction with the chef, and collaborated on the cocktail program.
01 / The story
The idea
Low light, a close connection to the bar and space for conversation. The aim was to carry the feeling of an intimate Tokyo bar into a place that feels welcoming in Long Beach.
02 / The story
Jesse’s role
Jesse connected the name and visual identity with the room and guest experience. He also worked on the floor during opening, putting the concept into practice through the way guests were welcomed and served.
03 / The story
A shared project
Jesse developed the food direction with chef Ulises Pineda-Alfaro. Kevin Lee leads the cocktail program, which Jesse helped shape collaboratively. Kevin and Jesse discuss the bar together in the CBS LA segment below.
A closer look
Tokyo Noir
Cocktail photography by Jesse Duron.
Meet the bar.
Click-to-play CBS LA segment featuring Tokyo Noir with Kevin Lee and Jesse Duron. The embed loads only after interaction.
In the Spotlight
Read more about Tokyo Noir
Restaurant coverage
Tokyo Noir · Television conversation
Tokyo Noir on Saturday Morning Dish
Kevin Lee and Jesse Duron introduce the bar.
Read the story ↗Tokyo Noir · Opening feature
Inside Tokyo Noir’s Long Beach opening
The bar, the team and its Japanese cocktail direction.
Read the story ↗Tokyo Noir · Bar feature
Tokyo Noir in the Los Angeles Times
Coverage of the cocktail bar in Long Beach.
Read the story ↗Tokyo Noir · Feature with Jesse & Kevin Lee
An intimate Tokyo Noir cocktail experience
Karen Palmer talks with Jesse Duron and Kevin Lee about the room and cocktails.
Read the story ↗Tokyo Noir · Bar feature with Jesse
Carved ice and handcrafted cocktails
Jacob Sisneros explores the Japanese ice, room and team behind Tokyo Noir.
Read the story ↗Tokyo Noir · Menu & technique feature
Tokyo Noir’s winter menu
Brian Addison on Kevin Lee’s cocktail work and the people behind the bar.
Read the story ↗Your next chapter
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