Hiroba: A Modern Japanese Dining and Art Experience

Artist and designer Gena Segno and Artist Raf Gaomes played a pivotal role in transforming Hiroba into a vibrant space

By Isabel M. Castro

Hiroba Sushi is an innovative, family-friendly eatery where guests can experience strip-quality cuisine in a casual setting. Located at 10720 S. Eastern Ave., Henderson, this remodeled restaurant appeals to a diverse range of patrons—from loyal customers who order their favorites every visit to adventurous foodies exploring its extensive offerings. Hiroba invites guests to enjoy not only a delicious meal but also the vibrant contemporary fusion of a mid-century Japanese diner.

“People love the accessibility,” shared Jeff Soloman, Hiroba’s owner. “You don’t have to dress up to come here. You can enjoy elevated flavors in a comfortable, welcoming atmosphere.”

Comfort Food Evolution for 2025

Food and wine highlight a growing trend in the redefinition of comfort food, emphasizing a shift toward more inventive and satisfying dining experiences. In 2025, industry experts predict this movement will continue, blending creativity with the familiar appeal of comforting meals.

Hiroba offers over 200 unique dishes and combinations that fuse global flavors with traditional techniques. The roots of Japanese dining trace back to the Kamakura period, where Chinese culinary traditions influenced the practice of serving food in small, separate dishes. Today, Hiroba brings these time-honored concepts into the modern era, embodying the industry trend of revitalizing diners as cultural hubs where people can connect, enjoy food, and immerse themselves in a unique experience surrounded by original and custom works of art.

Soloman’s Vision

Jeff Soloman, a longtime Hiroba customer and now its owner, spearheaded the restaurant's transformation after acquiring it post-pandemic. Seeing its potential, he sought to elevate Hiroba’s operations and create a premier off-strip dining experience in Henderson.

“When I first became a customer, Hiroba had something special—a unique menu and black rice sushi you couldn’t find anywhere else,” Solomon shared. “But I saw opportunities to make it even better. We introduced a vibrant delivery service to cater to current trends and actively promoted the restaurant. I knew we could refine what was already great and build something truly special.”

In partnership with a team of food and arts professionals, including a managing company and dedicated staff, Soloman reimagined Hiroba to blend an elevated dining experience with the artistic aesthetic of a Japanese diner.

“We wanted to enhance what Hiroba already was—comfortable, unique, and welcoming—while taking it to the next level,” he explained.

The redesign was a collective effort inspired by the restaurant’s existing charm. “Initially, we considered a more traditional red, black, and white color scheme like many sushi spots, but opted for a more inviting feel,” Soloman noted. “We wanted it to be special and distinct while staying true to its roots. It’s elevated sushi in a casual, welcoming environment.”

Challenges and Community Response

Despite Hiroba’s loyal customer base, increasing visibility remains a challenge. “We’re tucked behind another building, and even people who work nearby don’t always know we’re here,” said managing partner Eduardo Feliciano. “It’s about breaking through the noise and inviting new patrons to experience what we’ve created.”

Not surprisingly, the community response has been overwhelmingly positive. “Our existing customers love the changes, and it’s rewarding to see how much people enjoy the food, the vibe, and the care we’ve put into making Hiroba a one-of-a-kind destination.”

Artistic Vision

Artist and designer Gena Segno played a pivotal role in transforming Hiroba into a vibrant space that reflects both its culinary heritage and mid-century-inspired design. The restaurant’s black ceiling contrasts strikingly with the warm maple and wasabi tones of its booths, evoking the charm of traditional Japanese homes while adding a contemporary twist.

Segno’s creativity shines in the restaurant’s immersive artistic elements. Eye-catching installations, like colorful fish bursting through sushi-themed walls and intricate hand-painted embellishments, invite diners to engage with the space on a deeper level. These design choices not only enhance Hiroba’s visual appeal but also evoke a nostalgic warmth that aligns seamlessly with the welcoming atmosphere of a neighborhood diner.

“We leaned into what made the space special—its retro style—and refreshed it,” Segno explained. “The artwork and colors mirror the food: bold, playful, and thoughtfully crafted. This meant embracing the wasabi-green booths and fun diner vibes while refining the space into a distinctly Japanese aesthetic.” 

Flanking the main dining area walls are large mid-century-inspired prints by Brazilian illustrator and food enthusiast Rafa Gomes. Titled Sushi All Day and Soda All Day, the pieces celebrate the restaurant’s accessibility, fizzy fountain drinks, new healthy natural fruit flavored bottled sodas, and a new line and expansive menu of delicious offerings. Mid-century textbook pages on the origins of green tea and Donburi provide more graphic wall art.

These bold graphics recall the neon signage of classic diners designed to lure roadside travelers while incorporating an anime-inspired style quintessentially tied to Asian culture.

Adding another layer of meaning to the space, carp kites swim playfully across the ceiling, nodding to Japan’s Koinobori tradition. These kites, central to Children’s Day celebrations, symbolize perseverance and family values at the heart of Hiroba’s ethos. The restaurant’s role as a family-friendly neighborhood spot is evident in its young diners sharing sushi, often finishing with a signature ice cream float or a mandarin lollipop.

The playful atmosphere extends through every design detail. Custom rattan lighting, Sriracha-bottle-inspired fixtures, and a mix of graphic prints, including Gomes’ work, infuse the space with personality. Sculptural elements, such as oversized bowls of Udon noodles and whimsical fish and octopi winding through columns around the sushi bar, reinforce the connection to Japanese traditions while celebrating the joyful and creative spirit of the diner experience. Other table top touches include orange and green squeeze bottles of soy sauce, reminding visitors that seriously top-rate sushi should also be fun.

“We leaned into what made the space special—its retro style—and refreshed it,” Segno explained. “The artwork and colors mirror the food: bold, playful, and thoughtfully crafted.

This meant embracing the wasabi-colored green booths and fun diner vibes while refining the space into a Japanese aesthetic.”

What Makes Hiroba Special

Managing partner Eduardo Feliciano, owner of a hospitality management company, played a key role in Hiroba’s remodeling and continues to oversee operations. His focus on community and culinary passion make Hiroba stand out.

“It’s the connection to the community,” Feliciano explained. “Our clients have grown up here, celebrated milestones, and made Hiroba part of their lives. Their loyalty and feedback help us evolve.”

Feliciano praised the dedication of the culinary team, led by two senior chefs with over 50 years of experience. “They love what they do, and it shows. Young talent like Sushi Chef Lorena Duarte is trained, guided, and mentored. Her passion and drive inspire us to help her grow and meet her goals.”

Unlike the formal settings of Strip restaurants, Hiroba offers a fun, family-friendly vibe. “Kids running around, people laughing—it’s part of what makes us unique,” Feliciano shared. “We celebrate each other and create a welcoming environment for everyone.”

The Mastermind Behind Hiroba's Culinary Excellence

Executive Chef and Culinary Director John began his career 36 years ago as a dishwasher in a traditional Japanese restaurant, working his way through every aspect of Japanese cuisine. With experience spanning grilling, flat-top cooking, and sushi, he brings a wealth of knowledge, including a decade at Mandalay Bay.

Chef John collaborates closely with his team, including Executive Sushi Chef Howard, formerly the Head Chef at Wok & Roll. Together, they emphasize fresh, high-quality ingredients, avoiding artificial additives.

“We aim for the best quality and nutrition, like using top-tier cuts of fish and seafood such as Hokkaido scallops —the same ones served on the Strip but at an affordable price for our community,” he explained.

A Fusion of Influences

While rooted in Japanese cuisine, Hiroba's menu incorporates subtle Korean influences, particularly in sushi and cold dishes. Signature offerings include black rice sushi, a rare dish known for its nutritional benefits. Some of the unique signature artfully arranged dishes include: A Sashimi Combination, Sushi Rolls, with black rice (also known as Imperial rice and forbidden rice reserved for royalty in various parts of Asia. Other items include: Valley of Fire, Mega Black, Crazy Gaga, Spam Jalapeño Black Rice, and a fried egg, a breakfast favorite, Salmon Sushi with truffle oil. Some sweet endings are: Haupia Coconut Cake and vanilla ice-cream, Ube Coconut Cake with ice cream, to name a few—alcoholic, soft drinks, and specialty sparkling fruit drinks round out the menu.

Creating a Welcoming Experience

General Manager Tristan Collins emphasizes Hiroba’s unique blend of exceptional food and a warm, family-friendly atmosphere.

“This is a place where families come to relax, enjoy amazing food, and feel at home,” Collins shared.

With deep roots in the restaurant industry, Collins values personal connections. “Our team, from Jeff to Eddie, Chef John, and Howard, ensures a welcoming experience. Customers feel at home here—it’s their ‘home away from home.’”

Hiroba Sushi stands as a testament to the evolving role of diners as cultural and artistic communal spaces. By blending Japanese cuisine with a nostalgic diner setting, Jeff Soloman and his team have redefined what it means to dine out. Hiroba invites foodies of all ages to try an unforgettable culinary and artistic experience in the beloved neighborhood of Henderson.

Hiroba Sushi

For more information

Instagram @hiroba.sushi

Tel: 702-982-0021

Address: Hiroba Sushi, Japanese Diner, 10720 S. Eastern Ave., Henderson

Artist Raf Gaomes:

For more information on artist Rafa Gomes

Instagram @rafagomesarts