New trendy spot in NY. It's very flashy but not super snobby. When I called to make reservations for two (not allowed actually, but be 5 or more I believe), the person on the other end was really nice and gave me tips of when they get super busy and when it's not.
So I decided to get there at 5:30pm on Friday evening (he was right, got seated immediately) and i ordered the corn ball app and the kake udon because it seemed so authentic and traditional. I was really happy with my udon dish (the corn app was a not as crispy as it looked though). The udon was chewy and the broth was delightful and not too salty. My friends udon, however, wasn't as good. She ordered the cream-based udon and after its cooking process, the udon became too soft to eat.
I think, though, if you come, go for traditional rather than adventurous (fusion dishes)