New eatery promises “Pure Persian Flavor” in long-vacant Wilshire Boulevard space.
A new Persian restaurant called Chattanooga is preparing to open at 1433 Wilshire Blvd., taking over the longtime location of the shuttered Izzy’s Deli, a Santa Monica landmark that closed after more than 50 years in business.
Window paper recently went up at the site revealing Chattanooga Restaurant, with signage promising “Pure Persian Flavor.” The space has sat vacant since Izzy’s closed in 2020.
Details about Chattanooga remain limited, but an artist’s rendering shared by the design firm Qastic Design-Build shows a modern interior with warm lighting, intimate dining areas and contemporary finishes. The 4,588-square-foot project is led by Qastic principals, with visualization credited to Romina Nikfarjam and Sara Mazraeh.
The firm has posted multiple design iterations on Instagram, describing explorations of materiality, spatial identity and emotional atmosphere to balance comfort, experience and storytelling.
The restaurant’s name and “Pure Persian Flavor” tagline are currently the only public indications of its cuisine.
