Finally, an innovative sushi place in the downtown core! I went here on Friday at around 11:30 and got a table for four. It filled up completely almost immediately after that. My menu selections were focused on the special rolls. Unfortunately, I didn't sample any sashimi and I do find tune sashimi to offer a good benchmark of freshness..
That said, I had the salmon tune age roll, salmon tataki, yam roll, and the "hell roll". I highly recommend the hell roll for the novelty as well as ingenuity. Ichi Rock does some things differently; the tataki came on a cabbage salad with cold fried onions and dressing, the yam rolls had avocado in them and a wasabi mayo sauce, and the hell roll has fresh crab in the sauce. Very nice.
If you're working in the core and need sushi for lunch, this is the place.