Selfie (Селфи) is a White Rabbit Family restaurant on the second floor of Novinsky Passage at Novinsky Boulevard 31, Moscow, close to the Garden Ring.
The group’s official information describes a concept built around seasonal/local products, Russian-themed dishes, and French technique, served through both tasting sets and an à la carte menu.
Expect a fine-dining format and plan for an evening meal rather than a quick stop.
Quick Facts
| Russian name | Selfie |
|---|---|
| Address | Novinsky Boulevard 31, 2nd floor (Novinsky Passage building), Moscow 123242 OpenStreetMap · Google Maps |
| District | Presnensky |
| Metro | Barrikadnaya (Tagansko-Krasnopresnenskaya Line (Line 7, purple), Listed by a restaurant guide as the nearest; the walking time was not verified) Smolenskaya (Arbatsko-Pokrovskaya Line (Line 3) or Filyovskaya Line (Line 4); to be checked, A walk along the Garden Ring; the time was not verified) |
| Opening hours | A listing gives daily 12:00 to 23:59; the official site's hours were not read.
(as of October 2026 – check the official site) |
| Admission | No entry fee. Current prices in RUB were not found; an older guide gave starters from the moderate level (₽₽), mains from the upscale level (₽₽₽) and a splurge-level tasting menu (₽₽₽₽), which are dated. |
| Best time to visit | A listing gives daily opening from 12:00 to 23:59, so lunch and dinner are both possible. The restaurant is relatively quiet compared with White Rabbit, which may make a weekday evening easier, though crowd patterns were not verified. The menu follows the seasons, so the dishes differ by the time of year; check the current menu. |
| Recommended duration | About 2 to 3 hours, longer for a tasting set |
| Cuisine | Modern Russian with French technique |
| Price level | €€€ |
| Reservations | No booking rules were found on the pages read. Call +7 495 995-85-03 or use the contact options on the official site. The restaurant offers tasting sets and an a la carte menu. Delivery or takeaway was not verified. |
| Website | selfiemoscow.ru/en |
| Last updated | October 7, 2026 |
Why Visit Selfie?
Go for the White Rabbit Family’s take on modern Russian cuisine—seasonal/local ingredients arranged through French technique—with tasting sets that make it easy to experience the kitchen in one sitting.
Highlights of Selfie
Open kitchen
Look for the open cooking area near the restaurant’s entrance. If layout allows, choosing a seat closer to the kitchen gives more of the show and sound of live cooking.
Tip: When making a reservation, request a table with a clear view of the kitchen.
Seasonal/local concept
The White Rabbit Family describes the concept as seasonal and local products paired with a Russian theme and French technique. On-site, that usually means a menu that changes with ingredients and herbs, rather than a fixed lineup.
Tip: If a dish you want isn’t available, ask what’s seasonal this week.
Tasting sets plus à la carte
The official information describes both tasting sets and an à la carte menu. This is usually the easiest way to sample the kitchen’s range without committing to only one format.
Tip: If you want a fuller experience, ask what tasting set is available on the day.
Region-inspired menu ideas
The menu concept is presented as having a “geography” of regions (including seafood-focused dishes mentioned in older materials). On-site, the value is in how the waiter explains which ingredients/regions the dish is tied to.
Tip: Ask staff which region-inspired dish is freshest right now, especially if you’re choosing seafood.
Second-floor location and window seating
Selfie is on the second floor of a shopping/passage building on Novinsky Boulevard. Views and window seats depend entirely on your table location, not on the street outside.
Tip: If you care about the view, ask for a window table when available.
What to Order
- Murmansk halibut.
- Sakhalin scallops, from the same description
- King crab, listed among the sea delicacies
- Cured trout with sorrel, from an older guide, so check it is still on the menu
- Golden beetroot with coho salmon roe and clam sauce, from the same older guide
- Veal cutlet with cucumber ketchup, from the same older guide
Atmosphere
Selfie is on the second floor of Novinsky Passage, and the first impression tends to be the open-kitchen energy rather than a quiet, hidden dining room. The setting is geared toward an evening meal with a modern, fine-dining feel.
Because it’s in a shopping building on a busy boulevard, the atmosphere is shaped by nearby traffic outside and the restaurant’s own pace inside—so weekday dinners often feel smoother than the busiest times.
History of Selfie
Selfie is part of the White Rabbit Family restaurant group. The White Rabbit Family’s official information focuses on the restaurant’s current concept—seasonal/local products, a Russian theme, and French technique—paired with tasting sets and an à la carte menu.
Reservations and Ordering at Selfie
Booking information and policies weren’t clearly stated on the official pages reviewed. For current booking options (and any requirements for tasting sets), check the restaurant’s official website.
- Reservations: contact the restaurant directly via the official website details.
- Walk-ins: not confirmed—contact the restaurant to ask.
For payment and any foreign-card handling, check the official website or ask the restaurant directly; details weren’t verified from official sources in the material reviewed.
Find and Order: Selfie
How to Get to Selfie
Selfie is in Novinsky Passage at Novinsky Boulevard 31. From the metro, it’s easiest to plan a walk along the Garden Ring area and then turn into Novinsky Passage.
- Barrikadnaya (Tagansko-Krasnopresnenskaya Line, Line 7, purple): typically a convenient option.
- Smolenskaya (Arbatsko-Pokrovskaya Line, Line 3, or Filyovskaya Line, Line 4): there are two Smolenskaya stations, so confirm which one you’re using before heading out.
Practical note: plan for the fact that the entrance is inside the building complex—look for the second-floor restaurant signs rather than expecting a street-level door.
Accessibility
No accessibility details (lifts/step-free access) were found on the official pages reviewed. Since it’s on the second floor of Novinsky Passage, ask about the easiest route up and the entrance situation before you go.
Food Nearby
In the Garden Ring / Novinsky Passage area, you’ll find cafés and restaurants at street level and inside the surrounding complex. A reliable strategy is to keep your pre-dinner spot within a short walk of Novinsky Passage, since the restaurant is upstairs.
What to Bring
Bring rubles in cash as a backup, and your phone for any confirmation/communication the restaurant requests. If you’re sensitive to timing, also save the reservation details offline in case connectivity is unreliable.
Photography Rules
Photography rules weren’t found on the official pages reviewed. Practical approach: ask staff before photographing the dining room or other guests, and avoid flash—especially since the open-kitchen area draws attention to the live cooking.
Family Suitability
Selfie is positioned as a fine-dining restaurant. It can work for families with older children who are comfortable with longer meals, but stroller access and any children’s policy weren’t confirmed on the official pages reviewed—ask when booking.
Moscow Vibes Tips
- Because it’s a second-floor restaurant inside Novinsky Passage, plan to arrive with a few extra minutes to find the entrance up the right staircase/lift.
- If you’re choosing between formats, tasting sets are usually the most efficient way to sample multiple dishes while keeping the meal paced.
- Seasonal menus can shift quickly—ask what’s best today if you’re deciding between two similar dishes.
- If you want a specific seat (kitchen view or window), ask when booking rather than relying on walk-in availability.
Make an Outing of Your Visit to Selfie
Selfie is within walking distance of places that pair well with a meal. A simple way to build the outing:
Before or after your meal
Moscow Planetariumabout 400 m away (~6 min walk) · typical visit: 1.5–3 hoursMain image: AI-generated illustration. It may not show the place exactly as it looks.
Moscow Zooabout 500 m away (~8 min walk) · typical visit: 2–4 hoursMain image: AI-generated illustration. It may not show the place exactly as it looks.
Great Ascension Church Moscowabout 800 m away (~13 min walk) · typical visit: About 30 to 45 minutesMain image: AI-generated illustration. It may not show the place exactly as it looks.
Time needed: plan about 5.5–9.5 hours for the whole outing, including the meal (roughly 1–1.5 hours), the places above and the walking between them.
Explore Nearby Selfie
Metro stations near Selfie
Smolenskaya Metro Stationabout 1.1 km away (~18 min walk)Main image: AI-generated illustration. It may not show the place exactly as it looks.
Barrikadnaya Metro Stationabout 300 m away (~5 min walk)Main image: AI-generated illustration. It may not show the place exactly as it looks.
Arbatskaya Metro Stationabout 1.6 km away (~26 min walk)Main image: AI-generated illustration. It may not show the place exactly as it looks.
Restaurants and cafes near Selfie
White Rabbitabout 1.1 km away (~18 min walk)Main image: AI-generated illustration. It may not show the place exactly as it looks.
Mr. Leeabout 200 m away (~3 min walk)Main image: AI-generated illustration. It may not show the place exactly as it looks.
Hotels near Selfie
Arbat House Hotelabout 800 m away (~13 min walk)Main image: AI-generated illustration. It may not show the place exactly as it looks.
Lotte Hotel Moscowabout 800 m away (~13 min walk)Main image: AI-generated illustration. It may not show the place exactly as it looks.
Nabat Palace Arbatabout 1.0 km away (~17 min walk)Main image: AI-generated illustration. It may not show the place exactly as it looks.
Train stations and river piers near Selfie
Kievsky River Pierabout 1.1 km away (~18 min walk)Main image: AI-generated illustration. It may not show the place exactly as it looks.
Events and traditions near Selfie
Pushkin Day and Russian Language Day in Moscowabout 1.6 km away (~26 min walk)Main image: AI-generated illustration. It may not show the place exactly as it looks.
Moscow Tea Party Festivalabout 1.7 km away (~28 min walk)Main image: AI-generated illustration. It may not show the place exactly as it looks.
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FAQ: Selfie
Is Selfie still open?
Selfie is listed as one of the White Rabbit Family’s projects on the White Rabbit Family’s official website (as of April 2026). For the latest status, check the restaurant’s official website.
Where is Selfie?
On the second floor of the Novinsky Passage building at Novinsky Boulevard 31, Moscow (near the Garden Ring).
Do I need to book in advance?
Booking rules weren’t clearly stated on the official pages reviewed. For up-to-date policy, check the restaurant’s official website or contact the restaurant directly.
What kind of food does it serve?
Modern Russian cooking, described by the White Rabbit Family as using seasonal/local products, with French technique.
What’s the typical format—tasting menu or à la carte?
The White Rabbit Family’s official information describes tasting sets as well as an à la carte menu.
How much does dinner cost?
Current prices in RUB weren’t found in the sources reviewed. Check the menu on the official website before going.
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Last updated: October 7, 2026. Found an error or something out of date? Report it and we will check and fix it.
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