PV Mall Redevelopment Gets Fox Concepts and More


RED Development today revealed six new tenants are opening at PV, the highly anticipated redevelopment of the former Paradise Valley Mall, with an impressive roster ranging from restaurants, including two concepts by notable restaurateur Sam Fox, to global beauty retailers and services along with the expansion of local favorites opening in 2024.

Fox Restaurant Concepts is opening two of its culinary hotspots, Blanco Cocina + Cantina and Flower Child, in summer 2024. Blanco, a lively and vibrant, Sonoran-style Mexican restaurant, will debut an expanded dinner experience featuring favorites such as tacos on house-made corn tortillas and crave-able cheese crisps perfect for sharing alongside new, delectable steak and seafood mains. The bar program will also be elevated, featuring cocktails and design elements inspired by Nashville-based sister concept, Pushing Daisies, Fox’s first-ever bar serving up one-of-a-kind margaritas and an extensive menu of agave-based spirits.

Blanco will be adjacent to PV’s 3-acre central park and community gathering place – primely located in the heart of the mixed-use development. Flower Child, a healthy fast-casual restaurant catering to all lifestyles from vegetarian and vegan to keto and paleo, will be situated nearby.

“Bringing Blanco and Flower Child to such an iconic location felt like a natural fit. With Blanco being the center beacon around the park, launching the restaurant’s new dining experience here was an opportunity we couldn’t miss,” said Fox, founder of Fox Restaurant Concepts. “It’s an honor to be a part of this vibrant transformation and we can’t wait to share our concepts with the community, we know both will become staples at PV.”

Sephora, the largest prestige beauty omni-retailer in the U.S., is also coming to PV. Since its debut in North America more than 20 years ago, Sephora has been a leading pioneer with a mission of creating an inviting beauty shopping experience offering thousands of products from more than 340 carefully curated brands. Joining the new tenant lineup is Aveda, the leading high-performance, plant-based hair and skin care brand, with Distinctive Salon Aveda. The full-service salon will offer services to women, men and children spanning across haircuts, styling, color, extensions and more that connect beauty, well-being and sustainability with powerful products rooted in nature.

Also opening next year is Wren House Brewing Co., offering finely crafted beer with Arizona roots. As one of the premier breweries in the state, Wren House is renowned for its quality and is a recipient of multiple awards from the Great American Beer Festival, including gold medals for its Hazy IPA, Spellbinder and Festbier German Lager. PV will mark its fourth location and first in north Phoenix. Frost Gelato, the Tucson-headquartered company serving classic and inventive flavors of handcrafted gelato and sorbet, is expanding with the opening of its fifth Valley location. Frost imports most of its raw ingredients from Italy and produces all its gelato and sorbet on site, fresh daily. Under the direction of Nazario Melchionda, the award-winning master gelato chef hailing from Bologna, Italy, Frost creates the most authentic Italian gelato in the state.

“The progress being made at PV is phenomenal and the upcoming phase one opening represents a significant milestone for Phoenix,” said Councilwoman Debra Stark. “This project will undoubtedly leave a positive impact on our local economy. PV is truly a testament to the strength and resiliency of our community, and I look forward to seeing the continued growth and prosperity it will bring.”

At more than 100 acres and situated in the heart of one of the oldest and most affluent neighborhoods in metro Phoenix, PV is expected to become one of the Southwest’s most monumental mixed-use developments. The multi-phase, multi-year project will feature a mecca of dining, entertainment and retail experiences along with a hotel. It will be surrounded by lush landscaping, linked open spaces and expansive walk and bike paths, giving live-work-play a new meaning with luxury residential complexes and office campuses with sought-after amenities, including a four-story office building complete with rooftop amenities such as a tenant lounge, training center and pickleball court.

Opening during the first phase of the massive redevelopment in 2024, the mixed-use development will be home to a 400-residence luxury apartment building, The Blake, by StreetLights Residential, Whole Foods Market and Harkins Ciné Grill™, a new dine-in luxury theatre concept. RED previously announced phase two at PV will see the debut of Life Time Living – a first for Arizona, the fully integrated concept consisting of an athletic country club and luxury-for-lease residences is slated to open in 2026.

“PV is not just about revitalizing the former Paradise Valley Mall, but creating a new destination that can be the core of the community,” said Mike Ebert, managing partner at RED. “Welcoming best-in-class tenants like Sam Fox’s Blanco and Flower Child, Sephora and Aveda along with local favorites Wren House Brewing and Frost Gelato brings us a step closer to shaping the space we envisioned that fundamentally fosters a sense of belonging and pride in the neighborhood.”

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