Pizza Beach Welcomes Hell Square to ‘Lower Beach Side’

Posted on: September 22nd, 2015 at 5:00 am by
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Pizza Beach is almost finished with its makeover of 167 Orchard Street. In step with its summertime style, windows and French doors now together boast an exterior of distressed brick and sea blue, a paint job that was months in the making. The branded canopy is also in place as static advertisement while renovations make the final lap. And to top it all off, a campy slogan upon entry – “Lower Beach Side.”

Here’s a look at the interior. As you can see, the remodeling changed little from predecessor, Rob Shamlian’s The Derby. We’re told that the opening should be sometime in the opening days of October. It was apparently supposed to be earlier but “things have changed.”

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As previously reported, the notorious Martignetti brothers (Brinkley’s, East Pole) took control of 167 Orchard from Rob Shamlian, whose prior concepts at this address were both failures. This location will be the second for Pizza Beach, which first opened on the Upper East Side earlier this year. Quick expansion, you might say.

Eager to shed the negative reputation, the Martignettis worked closely with the LES Dwellers to forge an agreement that led to a liquor license approval from Community Board 3. Stipulations included 1am weekday closing/2am weekend and the removal of the service bar in the cellar.

Well see what happens in practice.

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