Rendering courtesy of RED Development

RED Development declared exciting new plans recently for PV, the much-anticipated redevelopment of the former Paradise Valley Mall. The firm unveiled six innovative tenants to anchor the project, opening in 2024. The dynamic roster features an eclectic mix of dining experiences, international beauty retailers, and local favorites.

In the dining sphere, two establishments from notable restaurateur Sam Fox’s portfolio are set to make their debut. Blanco Cocina + Cantina, a vibrant, Sonoran-style Mexican restaurant, will reveal an enhanced dinner experience. It will spotlight classic favorites like tacos on house-made corn tortillas and cheese crisps, alongside fresh steak, and seafood main courses. Building on the energy of Fox’s Nashville-based bar concept, Pushing Daisies, the Blanco bar program is set to elevate cocktail enthusiasts’ experiences with inventive margaritas and a vast menu of agave-based spirits.

Blanco’s location will be strategically adjacent to PV’s 3-acre central park, a community hub within the heart of this mixed-use development. Within walking distance, Flower Child, Fox’s fast-casual restaurant offering wholesome fare catering to various dietary needs, will offer a convenient dining option.

“Bringing Blanco and Flower Child to such an iconic location felt like a natural fit,” Sam Fox says. “With Blanco being the center beacon around the park, launching the restaurant’s new dining experience here was an opportunity we couldn’t miss. 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.”

Joining the beauty retail lineup at PV are Sephora, America’s largest prestige beauty retailer, and Aveda, via Distinctive Salon Aveda. For over 20 years, Sephora has disrupted the beauty shopping experience with its curated range of over 340 brands. Distinctive Salon Aveda, a full-service salon, will offer plant-based hair and skin care services, echoing Aveda’s ethos of connecting beauty, well-being, and sustainability.

Complementing these renowned brands are two beloved local entities: Wren House Brewing Co. and Frost Gelato. Wren House, an award-winning Arizona brewery, will open its fourth location at PV, while Frost Gelato will expand its presence in the Valley with its fifth branch.

Councilwoman Debra Stark lauds the progress at PV. “The progress being made at PV is phenomenal and the upcoming phase one opening represents a significant milestone for Phoenix,” Stark says. “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.”
Poised in one of Phoenix’s most established and affluent neighborhoods, PV is expected to redefine mixed-use developments across the Southwest. It will blend a selection of dining, entertainment, and retail offerings with luxurious residential complexes, expansive office campuses, lush landscapes, and walk and bike paths.

Mike Ebert, managing partner at RED, emphasizes the transformative potential of the project. “PV is not just about revitalizing the former Paradise Valley Mall, but creating a new destination that can be the core of the community,” Ebert says. “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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