- Teresa Gubbins, CultureMap

A new nightclub promising a more sophisticated experience is opening in Uptown Dallas. Called Theory Uptown, its goal is to provide five-star VIP service, with a staff that will cater to the clients every whim. That sounds great!

Theory comes from One Entertainment Group, which also owns Next Door, Playground Bar Uptown, Landmark Bar and Kitchen, and Texas Republic. It’ll go into the former Avenue Lounge space, with a serious collection of high-tech bells and whistles.

Tyler Duncan of Dallas-based Duncan Design Group partnered with Deven Williams of Ultra AV to build a superior lighting, audio, and video system for an all-encompassing sensory experience. That includes 3-D LED displays that can be customized for private events.

Nationally-known artist Stephen Stefanou of Venue Arts fame has created a custom artistic environment to complement the architectural vision. If you’re an international clubgoer, you know Sefanou as an innovative designer who transforms ordinary venues into must-see destinations.

For Theory Uptown, he created a 17-foot copper statue to grace the entrance and an interactive conversation bubble on the interior that creates a see-and-be-seen urgency.

Theory Uptown hopes to elicit the open feel of a New York warehouse, with an outdoor patio and elevated front entrance that makes you feel like you’re walking into a fashion show.

he club will redefine the concept of bottle service — a realm that sorely needs redefinition — by adding a long list of benefits such as personalized booking, premium mixers, and custom lighting. Late-night cuisine can be arranged, plus concierge service and parting gifts.

Located at 2912 McKinney Ave., Theory Uptown will open in fall 2017.