Fifth Group Restaurants® To Open Lure In July | Restaurants
Robby Kukler, Steve Simon and Kris Reinhard, the three partners behind Fifth Group Restaurants, will open a new seafood restaurant called Lure on Crescent Avenue in Midtown in early July of this year. The restaurant is housed in the space where Vickery’s Crescent Avenue Bar & Grill was formerly located.
Lure’s Midtown location holds a special place in the hearts of the restaurant’s partners. Fifth Group Restaurants’ history began in Midtown with the opening of South City Kitchen on Crescent Avenue 19 years ago, and the company will own the property where Lure stands. This restaurant opening signifies Fifth Group Restaurants’ successful expansion over the past two decades and the company’s commitment to Atlanta’s Midtown neighborhood.
“We have been talking about Lure for more than three years, and the basic idea of serving simple, high quality seafood dishes in a fun, uniquely designed atmosphere has been our inspiration from the start,” says Kukler.
David Bradley, currently the chef de cuisine at Ecco, will oversee the kitchen at Lure. Bradley has worked with Fifth Group Restaurants for 12 years and has been a part of the culinary team at Ecco since it first opened in 2006. His passion for sourcing and preparing amazingly fresh seafood and his love of seasonal produce will be reflected in the menu at Lure, which will feature a variety of coastal cuisines from all over the world. Lure will always have an extensive offering of oysters from many waters as well as other raw bar staples. The menu will also feature sharable items such as a house-smoked seafood “charcuterie” sampling, Sapelo Island clam crudo with charred Padrón peppers and a Guerrero-style spicy seafood cocktail with citrus and a shot of a summery pilsner added tableside. Sautéed pompano with Silver Queen corn and curry and grilled whole Georgia trout with pickled ramp butter cooked in the kitchen’s 1400-degree charcoal burning Josper Spanish oven are examples of simple fish preparations that will be served at Lure. On the more “seafood house” traditional side, guests can expect offerings such as Acadian redfish fried in sourdough batter with malt vinegar marinated cucumbers and Georgia shrimp broiled Scampi style with Sparkman's cultured butter.
Fifth Group Restaurants Beverage Director Vajra Stratigos is constructing the beverage program for Lure, which will include an expansive list of both draft and bottled beers as well as a collection of interesting wines and innovative cocktails for which Stratigos is known.
“Lure will offer its own unique bar culture,” says Stratigos. “We love the Midtown community and many of the ideas that we’ve developed for Lure have been driven by what we have learned from our regular guests.”
Stratigos has been sourcing unknown and off-the-beaten-path wines for nearly a year now and has collaborated with renowned importers such as Terry Theise, Neal Rosenthal and Michael Skurnik. Many of the wine selections planned for Lure draw personality from their seaside macro climates and are a natural fit for oceanic gastronomy.
“Ocean wines should feel very natural, rather than display overt fruitiness,” says Stratigos. “For me, seafood wants acidity, minerality and salinity in a wine partner – all things that accent what is inherent to the ocean itself,” he adds.
Lure seats 150 guests and exhibits an atmosphere that is sophisticated yet still suitable for everyday dining. The building has undergone major renovations to the interior, exterior and patio. Bill Peace of Peace Design and ai3, both of whom have designed many of Atlanta’s most acclaimed restaurants, are designing the new space.
“Both ai3 and Bill Peace really understand the ideas we articulate and our desire to achieve an understated, timeless look at Lure,” says Kukler. “Our design inspiration for this restaurant is, naturally, the ocean and the contrast of its unrefined and polished characteristics,” he adds.
The designers are utilizing a cool, fresh color palette reminiscent of the sea along with stripped, weathered wood and steel. Reclaimed nautical spotlights cast blue-green reflections off a zinc bar top, and, paired with gloss shiplaps and the essence of billowing sailcloths, evoke both the raw nature of the fishing industry and the mysterious charm of the ocean.
Lure is located at 1106 Crescent Avenue NE in Midtown Atlanta and will be open for dinner daily first with lunch service added at a later date.
Fifth Group Restaurants is the privately owned company that operates Atlanta restaurants South City Kitchen® Midtown, South City Kitchen Vinings, La Tavola Trattoria, Ecco, The Original El Taco and Alma Cocina, as well as Bold American®, a catering and events company with onsite services at Studio 887 and the Event Gallery at the King Plow Arts Center and offsite at private homes, offices and Atlanta's premier venues. In 2010, Fifth Group was named a state finalist for the National Restaurant Association’s “Restaurant Neighbor Awards” for its outstanding community service. For more information, call 678-302-3251 or visit www.fifthgroup.com.