Hospitality Design - October 2013 - 120

3

At Aria Resort & Casino on the Las Vegas Strip, diners head to
chef Shawn McClain’s opulent dining room, Sage, for contemporary
American cuisine. His newest venture for the property then, Five50
Pizza Bar, is a sea change. To execute this more casual, animated
vision he turned to New York-based Rockwell Group.
“Chef McClain challenged us to find inspiration in the traditional
pizzerias of New York and Las Vegas’ nightlife cultures, and combine
them with a dynamic bar scene,” says Rockwell Group’s Greg Keffer,
studio leader for the project.
Named for the searing temperature of the pizza ovens from
which McClain’s pies are unearthed, Five50’s aesthetic embraces
sizzling fires: there are dual-glazed, handmade stone tiles; blown
glass; torched wood paneling; molten metal tables; and leather and
wood barstools from Brooklyn, New York. “The design had to feel
unique and authentic, but still fit with Aria and its clientele. Chef

120

October 2013 hospitalitydesign.com

McClain’s highly crafted culinary creations led us to work with
some of the best craftsmen in the industry to make artisan furniture
and one-of-a-kind fixtures and finishes,” says Keffer. “The space
embodies the energy of the Strip while simultaneously creating the
warm, comfortable atmosphere of a pizza joint.”
Rockwell Group’s affinity for custom designs certainly elevates
the space from neighborhood slice destination to artistic marvel.
Consider the 68-by-16-foot spalted maple wall fabricated with locally
sourced, kiln-dried blocks by John Houshmand in upstate New
York, or the 100-foot-long collage mural dreamed up by CYRCLE, an
artist collective out of Los Angeles, comprised of vintage photos and
iconography showcasing the youth rebellion with the manifestos,
“We are Vegas! We never die!”
Five50’s wood ceiling posed a particular challenge for Keffer and
his team, its herringbone pattern proving difficult to construct over


http://www.hospitalitydesign.com

Table of Contents for the Digital Edition of Hospitality Design - October 2013

Contents
Hospitality Design - October 2013 - Intro
Hospitality Design - October 2013 - Cover1
Hospitality Design - October 2013 - Cover2
Hospitality Design - October 2013 - 1
Hospitality Design - October 2013 - 2
Hospitality Design - October 2013 - 3
Hospitality Design - October 2013 - 4
Hospitality Design - October 2013 - 5
Hospitality Design - October 2013 - 6
Hospitality Design - October 2013 - 7
Hospitality Design - October 2013 - 8
Hospitality Design - October 2013 - 9
Hospitality Design - October 2013 - 10
Hospitality Design - October 2013 - 11
Hospitality Design - October 2013 - 12
Hospitality Design - October 2013 - 13
Hospitality Design - October 2013 - 14
Hospitality Design - October 2013 - 15
Hospitality Design - October 2013 - 16
Hospitality Design - October 2013 - Contents
Hospitality Design - October 2013 - 18
Hospitality Design - October 2013 - 19
Hospitality Design - October 2013 - 20
Hospitality Design - October 2013 - 21
Hospitality Design - October 2013 - 22
Hospitality Design - October 2013 - 23
Hospitality Design - October 2013 - 24
Hospitality Design - October 2013 - 25
Hospitality Design - October 2013 - 26
Hospitality Design - October 2013 - 27
Hospitality Design - October 2013 - 28
Hospitality Design - October 2013 - 29
Hospitality Design - October 2013 - 30
Hospitality Design - October 2013 - 31
Hospitality Design - October 2013 - 32
Hospitality Design - October 2013 - 33
Hospitality Design - October 2013 - 34
Hospitality Design - October 2013 - 35
Hospitality Design - October 2013 - 36
Hospitality Design - October 2013 - 37
Hospitality Design - October 2013 - 38
Hospitality Design - October 2013 - 39
Hospitality Design - October 2013 - 40
Hospitality Design - October 2013 - 41
Hospitality Design - October 2013 - 42
Hospitality Design - October 2013 - 43
Hospitality Design - October 2013 - 44
Hospitality Design - October 2013 - 45
Hospitality Design - October 2013 - 46
Hospitality Design - October 2013 - 47
Hospitality Design - October 2013 - 48
Hospitality Design - October 2013 - 49
Hospitality Design - October 2013 - 50
Hospitality Design - October 2013 - 51
Hospitality Design - October 2013 - 52
Hospitality Design - October 2013 - 53
Hospitality Design - October 2013 - 54
Hospitality Design - October 2013 - 55
Hospitality Design - October 2013 - 56
Hospitality Design - October 2013 - 57
Hospitality Design - October 2013 - 58
Hospitality Design - October 2013 - 59
Hospitality Design - October 2013 - 60
Hospitality Design - October 2013 - 61
Hospitality Design - October 2013 - 62
Hospitality Design - October 2013 - 63
Hospitality Design - October 2013 - 64
Hospitality Design - October 2013 - 65
Hospitality Design - October 2013 - 66
Hospitality Design - October 2013 - 67
Hospitality Design - October 2013 - 68
Hospitality Design - October 2013 - 69
Hospitality Design - October 2013 - 70
Hospitality Design - October 2013 - 71
Hospitality Design - October 2013 - 72
Hospitality Design - October 2013 - 73
Hospitality Design - October 2013 - 74
Hospitality Design - October 2013 - 75
Hospitality Design - October 2013 - 76
Hospitality Design - October 2013 - 77
Hospitality Design - October 2013 - 78
Hospitality Design - October 2013 - 79
Hospitality Design - October 2013 - 80
Hospitality Design - October 2013 - 81
Hospitality Design - October 2013 - 82
Hospitality Design - October 2013 - 83
Hospitality Design - October 2013 - 84
Hospitality Design - October 2013 - 85
Hospitality Design - October 2013 - 86
Hospitality Design - October 2013 - 87
Hospitality Design - October 2013 - 88
Hospitality Design - October 2013 - 89
Hospitality Design - October 2013 - 90
Hospitality Design - October 2013 - 91
Hospitality Design - October 2013 - 92
Hospitality Design - October 2013 - 93
Hospitality Design - October 2013 - 94
Hospitality Design - October 2013 - 95
Hospitality Design - October 2013 - 96
Hospitality Design - October 2013 - 97
Hospitality Design - October 2013 - 98
Hospitality Design - October 2013 - 99
Hospitality Design - October 2013 - 100
Hospitality Design - October 2013 - 101
Hospitality Design - October 2013 - 102
Hospitality Design - October 2013 - 103
Hospitality Design - October 2013 - 104
Hospitality Design - October 2013 - 105
Hospitality Design - October 2013 - 106
Hospitality Design - October 2013 - 107
Hospitality Design - October 2013 - 108
Hospitality Design - October 2013 - 109
Hospitality Design - October 2013 - 110
Hospitality Design - October 2013 - 111
Hospitality Design - October 2013 - 112
Hospitality Design - October 2013 - 113
Hospitality Design - October 2013 - 114
Hospitality Design - October 2013 - 115
Hospitality Design - October 2013 - 116
Hospitality Design - October 2013 - 117
Hospitality Design - October 2013 - 118
Hospitality Design - October 2013 - 119
Hospitality Design - October 2013 - 120
Hospitality Design - October 2013 - 121
Hospitality Design - October 2013 - 122
Hospitality Design - October 2013 - 123
Hospitality Design - October 2013 - 124
Hospitality Design - October 2013 - 125
Hospitality Design - October 2013 - 126
Hospitality Design - October 2013 - 127
Hospitality Design - October 2013 - 128
Hospitality Design - October 2013 - Cover3
Hospitality Design - October 2013 - Cover4
http://www.nxtbook.com/nxtbooks/hd/201805
http://www.nxtbook.com/nxtbooks/hd/201803
http://www.nxtbook.com/nxtbooks/hd/201802
http://www.nxtbook.com/nxtbooks/hd/201801
http://www.nxtbook.com/nxtbooks/hd/201712
http://www.nxtbook.com/nxtbooks/hd/201711
http://www.nxtbook.com/nxtbooks/hd/201710
http://www.nxtbook.com/nxtbooks/hd/201709
http://www.nxtbook.com/nxtbooks/hd/201708
http://www.nxtbook.com/nxtbooks/hd/201707
http://www.nxtbook.com/nxtbooks/hd/201706
http://www.nxtbook.com/nxtbooks/hd/201705
http://www.nxtbook.com/nxtbooks/hd/20170304
http://www.nxtbook.com/nxtbooks/hd/201702
http://www.nxtbook.com/nxtbooks/hd/201701
http://www.nxtbook.com/nxtbooks/hd/201612
http://www.nxtbook.com/nxtbooks/hd/201611
http://www.nxtbook.com/nxtbooks/hd/201610
http://www.nxtbook.com/nxtbooks/hd/201609
http://www.nxtbook.com/nxtbooks/hd/201608
http://www.nxtbook.com/nxtbooks/hd/201607
http://www.nxtbook.com/nxtbooks/hd/201606
http://www.nxtbook.com/nxtbooks/hd/201605
http://www.nxtbook.com/nxtbooks/hd/20160304
http://www.nxtbook.com/nxtbooks/hd/20160102
http://www.nxtbook.com/nxtbooks/hd/201512
http://www.nxtbook.com/nxtbooks/hd/201511
http://www.nxtbook.com/nxtbooks/hd/201510
http://www.nxtbook.com/nxtbooks/hd/201509
http://www.nxtbook.com/nxtbooks/hd/201508
http://www.nxtbook.com/nxtbooks/hd/201507
http://www.nxtbook.com/nxtbooks/hd/201506
http://www.nxtbook.com/nxtbooks/hd/expo2015_showguide
http://www.nxtbook.com/nxtbooks/hd/201505
http://www.nxtbook.com/nxtbooks/hd/20150304
http://www.nxtbook.com/nxtbooks/hd/20150102
http://www.nxtbook.com/nxtbooks/hd/201412
http://www.nxtbook.com/nxtbooks/hd/201411
http://www.nxtbook.com/nxtbooks/hd/201410
http://www.nxtbook.com/nxtbooks/hd/201409
http://www.nxtbook.com/nxtbooks/hd/201408
http://www.nxtbook.com/nxtbooks/hd/201407
http://www.nxtbook.com/nxtbooks/hd/201406
http://www.nxtbook.com/nxtbooks/hd/20140506
http://www.nxtbook.com/nxtbooks/hd/expo2014_showguide
http://www.nxtbook.com/nxtbooks/hd/20140304
http://www.nxtbook.com/nxtbooks/hd/20140102
http://www.nxtbook.com/nxtbooks/nielsen/hd_201312
http://www.nxtbook.com/nxtbooks/nielsen/hd_201311
http://www.nxtbook.com/nxtbooks/nielsen/hd_201310
http://www.nxtbook.com/nxtbooks/nielsen/hd_201309
http://www.nxtbook.com/nxtbooks/nielsen/hd_201308
http://www.nxtbook.com/nxtbooks/nielsen/hd_201307
http://www.nxtbook.com/nxtbooks/nielsen/hd_201306
http://www.nxtbook.com/nxtbooks/nielsen/hd_201305
http://www.nxtbook.com/nxtbooks/nielsen/hd_20130304
http://www.nxtbook.com/nxtbooks/nielsen/hd_20130102
http://www.nxtbook.com/nxtbooks/nielsen/hd_201212
http://www.nxtbook.com/nxtbooks/nielsen/hd_201211
http://www.nxtbook.com/nxtbooks/nielsen/hd_201210
http://www.nxtbook.com/nxtbooks/nielsen/hd_201209
http://www.nxtbook.com/nxtbooks/nielsen/hd_201208
http://www.nxtbook.com/nxtbooks/nielsen/hd_201207
http://www.nxtbook.com/nxtbooks/nielsen/hd_20120506
http://www.nxtbook.com/nxtbooks/nielsen/hd_201204
http://www.nxtbook.com/nxtbooks/nielsen/hd_201203
http://www.nxtbook.com/nxtbooks/nielsen/hd_20120102
http://www.nxtbook.com/nxtbooks/nielsen/hd_201112
http://www.nxtbook.com/nxtbooks/nielsen/hd_201111
http://www.nxtbook.com/nxtbooks/nielsen/hd_201110
http://www.nxtbook.com/nxtbooks/nielsen/hd_201109
http://www.nxtbook.com/nxtbooks/nielsen/hd_201108
http://www.nxtbook.com/nxtbooks/nielsen/hd_201107
http://www.nxtbook.com/nxtbooks/nielsen/hd_20110506
http://www.nxtbook.com/nxtbooks/nielsen/hd_201104
http://www.nxtbook.com/nxtbooks/nielsen/hd_201103
http://www.nxtbook.com/nxtbooks/nielsen/hd_20110102
http://www.nxtbook.com/nxtbooks/nielsen/hd_20101112
http://www.nxtbook.com/nxtbooks/nielsen/hd_201010
http://www.nxtbook.com/nxtbooks/nielsen/hd_201009
http://www.nxtbook.com/nxtbooks/nielsen/hd_201008
http://www.nxtbook.com/nxtbooks/nielsen/hd_201007
http://www.nxtbook.com/nxtbooks/nielsen/hd_20100506
http://www.nxtbook.com/nxtbooks/nielsen/hd_201004
http://www.nxtbook.com/nxtbooks/nielsen/hd_201003
http://www.nxtbook.com/nxtbooks/nielsen/hd_201001
http://www.nxtbook.com/nxtbooks/nielsen/hd_200912
http://www.nxtbook.com/nxtbooks/nielsen/hd_200911
http://www.nxtbook.com/nxtbooks/nielsen/hd_200910
http://www.nxtbook.com/nxtbooks/nielsen/hd_200909
http://www.nxtbook.com/nxtbooks/nielsen/hd_200908
http://www.nxtbook.com/nxtbooks/nielsen/hd_200907
http://www.nxtbook.com/nxtbooks/nielsen/hd_20090506
http://www.nxtbook.com/nxtbooks/nielsen/hd_200904
http://www.nxtbookMEDIA.com