Sunday, July 20, 2008

The Apartment @ The Curve

I once talked to a friend about the rise and fall of restaurants. The make or break in the culinary world and the picky palates of Malaysians.

Surprisingly we both agree that the biggest factor (other then good food, of course) is the concept.

Branding has just got on to a new level; even fashion conscious people are heading towards "branded" restaurants even if the food is crap, service is bad and burns a hole in the wallet.

One such brilliant example is The Apartment.

A one of its kind concept, a restaurant with themes taken out from his/her apartment. Kinky enough that people accepted the fact that they would dine in the toilets and showers, make a mess in their reading room, but it was raved upon.

A genius concept?

What happened to the most important factor; the food? Despite less then encouraging reviews from the friendly blogging world, i mean who wouldn't trust their palates? Well then again, who wouldn't want to be branded cool and hip by dining at one of the "talk of the town" restaurants inspired by the chef who insist that cooking involves your hands and just your hands; Jamie Oliver?

So it was.


The place where the most confusing fusion food was served. The fact was flavours were falling out down from the sky and the chef appeared to pray hard and see if it worked. I mean those people with the perfect hourglass figures or guys with a shirt about the rip; do they even eat proper food? Unless you call salad and a plate full of steamed protein; edible food.

The concept continues with an unique way of displaying the menu.

Ok, maybe i am feeling sour and being mean, but lets start.

The Eggplant (I remembered another fancier name was being used, because someone asked what it was, ar yes, aubergine) cooked with tomato paste (aka Parmagiana style). The least favourite i think, because it was left untouched. Somehow the water contents of the eggplant seemed a bit out of place when you bite into with cheese and tomato.

My favourite, the Liver Pate with a nice spot of jam on the side. Brilliantly down without the strong aftertaste of liver that causes some people to regurgitate.

A squid salad that was Thai inspired but it didn't make me swoon over it like Pad Thai.

The Beef Carpaccio was served fusion style with the shreds of Ginger. Admittedly it was seared perfectly leaving a nice red raw middle.

The Pesto Mushrooms seemed like a dish i could make and i am dead serious. In fact it tasted similar to what i did that day with Pesto sauce in the fridge and some mushrooms about to go bad. Stuff it in the fridge, i was just missing pine nuts. Definitely something for mushroom lovers.

Another thai inspired mango and duck salad. This was surprisingly refreshing and nice.

Ok, the starters were edgy but showed some sort of promise. Lets take a look at mains.

The English Lamb Curry with a dollop of Creme Fraiche. Our friend quietly slurped up the whole bowl quietly and didn't make any sounds that i could hear. Promising perhaps?

My original choice but for the sake of photography, it is strictly forbidden to call for two of the same dish. The lamb shank looked huge but the comment was the sauce was too sweet. Was he the only one?

Something is telling my sweet cravings has been passed on to the chef as the chicken with walnuts and peaches tasted sweet too! Furthermore, the noticeable pattern of lukewarm mash potatoes wasn't exactly a pleasant sight.

My duck was meant to be served with a berry sauce that was not only sweet but had a very sharp tinge. It totally overpowered the gamey taste of my duck which i adore. Kudos for the huge portion cause usually the norm portion is a deboned piece of duck breast.

The prawns were quite generous and huge. Maybe by then my tongue was already numbed by sweetness caused when i tried the prawns, i was like oh ok, prawns!

Needless to say, we didn't think desserts was necessary.

Address and contact details:

The Apartment
G72-74 and 152
Ground Floor and First Floor
Western Courtyard, The Curve
Mutiara Damansara, Petaling Jaya
Tel No: 03-77278330

Halal!

Verdict: 3 stars out of 5 stars. A case of being fancy over practicality, just like buying a shirt one size too small but it makes you look like an aging Elvis, so you buy it and bear in mind, people make this kind of mistake more then once. Exactly my sentiments about this place, i should not go but i may end just going again.

After all, who doesn't want to be cool?


39 comments:

CUMI & CIKI said...

erm, isn't carpaccio suppose to be classically thin shavings of raw meat or fish.. dat one in your photo looks way too thick! eeks.. on that factor alone, i would return in.. i like mine tracing-paper thin.. lol :D but you are totally spot on.. concept is almost everything.. :D

Simon Seow said...

Well, next time we swap dish and you see whether the sauce is sweet or not.

Henry Yeo said...

sorry, but this guarantees that I won't be visiting that place anytime soon. If the food is out, the place is definitely out.

Henry Yeo said...

at least the service and food was impeccable for the price I pay, but listening to the chefs 'holler' during peak preparations is the first for me.

SuLee said...

mmm i been to apartment just for drinks, but didnt know they serve such good food too!

"Joe" who is constantly craving said...

sulee: err the food wasnt good la..read in between the lines..

henry: yeah la..you pay get wat u pay..we paid rm50 all in ler haha..not in 00s..

simon: haha no la..i dont doubt ur flavours also..mine sweet too..

c&c: i mean who doesnt want to be cool even if they were served rather thick stds of beef rite?

Life for Beginners | Kenny Mah said...

Hehe, see that's the difference between the two of us, bro. You review the food with all the shots of the dishes. I review the "life" of it all, with the shots of the folks present that night.

Guess whose blog increases the waistline? LOL

Crunchasarus Rex said...

So it is just the hype eh.>??

J2Kfm said...

The Apartment. Guess I'll never step in til the day it closes. :)
somehow, the food makes or breaks a place, not the ambience,rite?

Precious Pea said...

For that kind of quality and price, nah, would never ever return. Somemore said the food inspired by Jamie Oliver...puhleaasee!!

"Joe" who is constantly craving said...

pp: makes u wonder if jamie oliver's cooking is that bad rite?

j2fkm: well apparently not every1 think so..

rex: yeap..its the concept..

kennymah: yes blame it on the blogging..

jasmine said...

I visited this place as soon as it opened and the food was quite decent lah. maybe pro chef in first 2 days only. lol. but somehow it never warranted a return visit and till this day, i haven't stepped in...

leo said...

i must say it's the same thing for the KLCC outlet.. all style and not much substance... service - or lack of is much to be desired..

i'm back from europe after a 26 hour ordeal with airports, transit lounges and flights!

lets meet soon... cheers

"Joe" who is constantly craving said...

leo: sigh yeah lorr..yeap yeap..meet up when the time allows..

jasmine: i hate it when the pro chef leaves and go off to dunno where..

Nic (KHKL) said...

the uncoolness of being cool is pretty cool, i feel. as for the cool apartment, despite the food, it's a pretty fine place to just get a drink and chill with friends. that's kinda cool! ;)

mimid3vils said...

That's y I not yet step into The Apartment ~.~

daphne said...

it's true that I find the concept intriguing. THe sweetness in the main courses.. hmmm that's disturbing.

myCoffee said...

Took me awhile to realise that the white mash sitting on the plates of some of the dishes is actually mashed potatoes. So pale-looking.

Henry Yeo said...

the only memorable restaurant I went to was Wong Kei back in London Chinatown when it was still "cool" with genuine hongkies waiters.

Clean decor, no showerheads, good food, cheap price and "wonderful" service.

New Kid on the Blog said...

i actually dont really need to read the content, the pictures already caught all my attention, and am drooling over it now. :D

"Joe" who is constantly craving said...

new kid: hahah aiyoyo..

henry: hongky waiters i thought aren't the best..after my four seasons experience haha..

mycoffee: well if you read between the lines..i told u so!..

daphne: its all abt the concept..

mimi: haha..

nic: its the contradicting meaning of cool isnt?

ling239 said...

hmm... so should i or should i not try out this place....

let's wait and see ^_^

Henry Yeo said...

that's the whole point! duh! at least that restaurant knows what to do to stand out, and the food is good enough to warrant the "wonderful" treatment.

Cynthia said...

Ugh! Better you than me.

"Joe" who is constantly craving said...

cynthia: hahah yeah, wat a good citizen i am..

henry: hahaha..i knw wat u mean..sometimes we just pay to get tortured..

ling239: drinks yes, food maybe not..

fatboybakes said...

yeah, i have no inclination to visit the apartment. as u said, the dish that looked good looks easy enough to replicate at home.

"Joe" who is constantly craving said...

fbb: well you could open up "the bungalow" since u have hosted many gracious dinners in different places of ur humble house..haha..

jason said...

The food really doesn't impress me much (Shania Twain?? Haha) and hefty price tag. I only like their desserts.

"Joe" who is constantly craving said...

jason: i wont say hefty..but it aint cheap la..

wmw said...

I also come here for coffee, snacks and chat only, no main meals for me here!

"Joe" who is constantly craving said...

wmw: yeah sounds like a good idea..

Mochachocolata Rita said...

very nice concept! ^_^ i should do one that's called "the dump" LOL

Bernsy said...

Everytime i walk past the restaurant and see someone eating my comment will, ah.. they just lost a few more customers...

Jamie Oliver's cooking don't exactly appeal to our taste buds gua ?

"Joe" who is constantly craving said...

mocha: hahah i hope u dun get the wrong customers!

bernsy: hahaha..u think so?? no la..i dun believe jamie oliver cooking that bad kua..although i question how clean r his hands..

xin said...

love their duck salad, i had tht lamb shank too, it wasnt sweet to me, lurve it! :D

Anonymous said...

It was certainly interesting for me to read this post. Thanks for it. I like such themes and everything connected to this matter. I would like to read more soon.

Anonymous said...

It was extremely interesting for me to read this post. Thanx for it. I like such themes and everything connected to this matter. I definitely want to read more soon.

Anonymous said...

Don't stop posting such themes. I like to read articles like this. Just add more pics :)

Carmen Hong said...

This was such an interesting read! So different from other reviews :D