Social House ResurrectedApril 1, 2010 By: Donna Hood Crecca
Pure Management Group’s Pan-Asian concept Social House will re-open in Crystals at Las Vegas CityCenter in July. The original rendition of the restaurant in Treasure Island opened in 2006 and closed in July 2009, ostensibly to concentrate on the relocation. Executive Chef Joe Elevado will lead the culinary charge — he’s a protégé of Nobuyuki “Nobu” Matsuhisa and the “Japanese Iron Chef,” Masaharu Morimoto — and undoubtedly will infuse it with his own signature style. “Moving Social House to CityCenter is a revelation,” he said in a statement. “The menu will retain the elements that brought us a cult following, while being exposed to a larger, more sophisticated audience will allow us to experiment and push the culinary envelope further with bolder dishes.”
According to Pure Management Group, the new incarnation of Social House will retain the elements that made the original so intimate, but will also incorporate bold new touches. The venue will include an enclosed dining space and open terrace on the second floor of Crystals.
The new Social House joins PMG’s increasingly varied portfolio of nightlife and restaurant venues, ranging from PURE Nightclub and Venus Pool Club at Caesars Palace to Dick’s Last Resort at Excalibur. Plans call for an opening of Social House in Mexico City this year, as well, giving this multi-faceted operator even more variety to spice up its offerings and revenue opportunities.