You’d think naming a restaurant Lure would be enough to attract the masses.

But, come on, this is New York. You’re going to have to do better than that.

Well then, try pulling in Rick Moonen, the renowned chef of Oceana, and slap his initials on the joint. Recipe well conceived. Today RM opens on the Upper East Side.

Killer seafood? To be expected. Other talking points? Ninety seats. Textured glass. Banquets with coral and blue fabrics. Prime location. And dishes like lemon-cured arctic char, loup de mer with garlic and gnocchi, and lobster with cauliflower puree and Granny Smith apples.

All with a gentle nod to the economy, too. Through September 17, RM is offering 15 percent off the total food bill.

Between that, the chef, and the location, you can indeed feel the — um — allure of the place.

RM, 33 East 60th Street, between Park and Madison Avenues (212-319-3800). For the next two weeks, DailyCandy subscribers who bring in a copy of this e-mail will receive a free Pacific Moon cocktail with dinner.