Concept Close-Up: Dick’s Pizza and Pleasure

Judging by name alone, guests can be sure this isn't the typical pizza parlor with red-checkered tables and no-fuss servingware.

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Craig Isbell, Bitcrafter Media Corporation

Inspired by the sharp lines and abstract design of Japanese anime and Tokyo nightclubs, the newly opened Dick's Pizza and Pleasure in Milwaukee looks more like a super-sleek, uber-trendy lounge or nightclub than a place for beer and pie — because it is. Designed by Rocco Laudizio of Chicago-based slick+design, the late-night lounge serves up coal-fired pizzas, salads and shakes alongside classic and specialty cocktails to the tune of live DJs spinning remixed '80s and other retro beats.

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Craig Isbell, Bitcrafter Media Corporation

The diner-inspired first floor opens up with white marble tabletops and a long, white subway-tiled counter in an all-white room in which the only splash of color comes from the red vinyl seats and purple- and fuchsia-colored prints of anime characters hung in floor-to-ceiling size along the wall. An open kitchen offers a peek at the custom-made coal-fired pizza oven, and an illuminated back-lit bar holds LCD TVs for sports and entertainment viewing. Upstairs, the all-white theme continues with the floors, walls and vinyl sofas with some color coming from changing LED lighting and a space designed to replicate a modern art gallery. More white also takes over the third level, save for a bright red bar that serves up shots, while overhead, ceiling-suspended monitors play anime videos.

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