A couple chaps (Brandon McKee and Neej Gore) from Element
will be opening ~ETIQUETTE~ by December or January, 2007, in the Renoir Hotel on Market St. The former hotel bar, plus an ice cream shop and barbershop had their walls knocked down and are being converted into a lounge space that will have room for 175 or so. The focus will be on happy hour (I've been guilty of that myself), plus creative cocktails, seven nights a week. The plan is to have an international music format since the Renoir is one of the most international hotels in the city, and then to really pump up the jams Thursday-Saturday, with more of a hip-hop/mash-up format like what they're doing at Element Lounge.

So, about that name—the concept is to play upon the duality (and tension) between how you should act, versus what happens after you have a couple cocktails, and instinct seems to take over… you all know what I'm talking about: beer goggles, or as I prefer, Champagne spectacles. The look will have a baroque/rococo fussy influence at first glance, but open closer inspection, expect to find some suggestive undertones. Goodness. The decay of social order is what they're going to be playing with—what that will translate to visually be revealed once they open. The first thing that came to mind for me was this naughty toile. I guess we'll have to wait and see. The space is being overseen by Triphora Design who also designed and constructed everything by hand at Element Lounge. There will also be bottle service and VIP rooms for the high(er) rollers. Let the shenanigans begin.

1108 Market St.
Cross: 7th St.
San Francisco, CA 94102