Ubad Rasa

Ubad Rasa is an immersive dining concept that blends Indonesian heritage with the industrial charm of Chelsea Market, NYC. Inspired by Chef Will Goldfarb’s philosophy, the design draws from Bali’s rich culinary traditions, medicinal ingredients, and artisanal craftsmanship, creating a space that feels both whimsical and intimate.



The name Ubad Rasa—from ubad (medicine/remedy) and rasa (taste/feeling)—reflects the space’s sensory and restorative qualities. Traditional Balinese elements, such as Batik Kawung patterns and hand-carved wood, are reinterpreted through a modern lens. A warm material palette of wood, stone, woven textures, and brass balances natural and industrial aesthetics, seamlessly integrating with Chelsea Market’s historic surroundings.



At the heart of the space is an open kitchen that fosters transparency and connection between guests and chefs, turning dining into an interactive experience. Soft ambient lighting, tropical greenery, and natural materials evoke the warmth of Ubud, transforming the restaurant into an urban retreat. Sustainability is embedded in the design, utilizing locally sourced materials and handcrafted details that honor Indonesian craftsmanship.



By merging culture, craft, and culinary storytelling, Ubad Rasa is more than a restaurant—it is an experience that transports guests to Bali, offering a refined, intentional, and deeply immersive atmosphere in the heart of New York City.