Have been to this place a few times. It isn't bad - its fun to sit on the first floor and watch the cooks prepare all of the different noodles. The skill that goes into pulling, kneading, twisting, and then cutting the dough (via scissors, chopsticks, razor, hand, etc) is fascinating. Dinner and a show.

The food itself is fine. The noodles actually are one of the less impressive things on the menu... last night had the shrimp and corn and it was excellent, as are some of the shanxi vegetable dishes.

Lastly, I would echo the sentiment that this place isn't exactly "South of SoHo New Town." While that's technically correct, its kinda like saying Tiananmen Square is West of Wangfujing. Anyone going to Soho New Town and then walking south will have a good 15 minute walk ahead of them before they run into Noodle Loft.

P.S. This restaurant is one featured by Anthony Bourdain on his US No Reservations TV show, so it seems to be well-frequented by foreigners and tourists...