There’s a new destination on the Lower East Side that’s less about dinner and more about full-body immersion. Pinky Swear, now open to the public, isn’t just a restaurant—it’s a sensory playground where edible art, surreal design, and high-concept cocktails collide. And at the heart of its groundbreaking menu is culinary director Chef Will Horowitz, known for his fearless combinations, local sourcing, and commitment to storytelling through food.
Billed as “a new world of perspective-pushing hyper-interactive art,” Pinky Swear is backed by an impressive roster of creators, including South American hospitality group Grand Hotels Lux, Grammy-nominated New Yorker Daniel Picciotto, and table tennis pro turned nightlife entrepreneur Mark Croitoroo. Together, they’ve transformed the space into a kinetic art installation—designed by interaction artist Nathan Roth, hospitality designer Jeanette Didon, and architect Sebastian Quinn—where nothing feels off limits.
From light-reactive surfaces to generative art and interactive tokens, every square inch of Pinky Swear is programmed to evoke a reaction. And yet, amid the chaos of color and curiosity, Chef Horowitz’s menu stands out as one of the boldest elements.
“We’re creating an immersive, hyper-creative experience,” says Horowitz. “This isn’t just a restaurant with great art, nor is it an art space that simply serves food. It’s a true integration of both, designed to surprise and delight at every turn.”
That intent is clear in dishes like gelato topped with caviar or brisket burgers served with Cheez-Whiz. The restaurant’s fish pastrami and strawberries grown on Horowitz’s own farm aren’t gimmicks—they’re extensions of a deeper philosophy: use great ingredients, respect their origin, and rethink the rules of presentation.
“In all honesty, I’ve never really created anything with the intent of shock value,” he says. “My motivation is what gets me most excited to eat and share. My own lines of what’s ‘normal’ to eat might be a bit blurred… which probably comes off as more creative than I actually am.”
The beverage menu, crafted by acclaimed mixologist Jon Nutter, is just as daring. Guests sip margaritas infused with everything bagel syrup, espresso martinis laced with roasted marshmallows, and petite shot experiences like the signature Pinky Promise. Each cocktail matches the immersive energy of the space, blending playful ingredients with serious mixology.
Horowitz, long celebrated for his ties to local farmers and fishermen, brings that ethos into this avant-garde world with ease. “To cook, for me, is to constantly explore. I’ve never opened a restaurant that fit neatly into one category. The goal is to let curiosity take the wheel.”
That spirit also guides how Horowitz wants diners to feel the moment a dish hits the table. “The job of a chef is to be a storyteller. I want people’s eyes to light up with excitement and form a deeper connection—consciously or not—with where their food came from.”
The challenge of keeping the culinary experience at the forefront—amid the laser-engraved art, magic mirrors, and high-tech installations—is something Horowitz doesn’t shy away from.
“Being surrounded by so many inspiring artists amplifies the pressure to create—but it also inspires,” he admits. “I do my best to put it all aside and consume myself in the passionate pursuit of flavor and ingredients. And when that fails… there’s always psychedelics.”
I recently had a chance to dine at Pinky Swear for an epic date night, and the vibes were definitely vibing. Chef Horowitz’s creative menu blew me away, especially the charbroiled oysters and the unforgettable caviar gelato. But my favorite had to be the pastrami tile fish—an absolute must-try.
Check out my recap below:
Pinky Swear isn’t for the timid or the traditional. It’s a high-concept collision of art, flavor, and futuristic design, guided by a chef who views the kitchen as both a lab and a canvas. Whether you’re there for the everything bagel margarita, the surrealist décor, or a taste of something you’ve never imagined, one thing is clear: Pinky Swear is redefining what dining out in New York City can be.