Hero Opens Oct. 30 as Vivili Hospitality's First Phoenix Restaurant

Hero, a 2,800-square-foot Italian restaurant from Prescott, Arizona-based Vivili Hospitality Group, opens Oct. 30 at 1030 N. 1st St. in Phoenix, near the Roosevelt Row district. The opening is the first of three concepts the group plans for the area and its debut in the Phoenix market.

A 2,500-square-foot patio will follow shortly after the indoor debut. Together, the spaces anchor what Vivili intends to become a multi-concept destination: PIZZANISTA!, a fast-casual pizza brand, and Bar Saint Bruno, an intimate cocktail bar, are slated to open nearby.

"Hero is the first expression of what we're building in Phoenix," said Skyler Reeves, founder of Vivili Hospitality Group. "We wanted to create a place that is completely focused on hospitality and connection, not just with each of our guests, but with the neighborhood that we already love so much. The icing on the cake is the creative design, energetic atmosphere, and unforgettable food. It will feel transportive, but still grounded in hospitality, somewhere people can come often and feel connected to."

What does the menu look like?

Culinary director Yuji Iwasa leads the kitchen, applying Japanese technique and ingredients to Italian formats. The menu centers on handmade pastas and seasonal ingredients. Dishes include:

• Charred Octopus with ceci bean salad and romesco
• Tuna Crudo with yuzu kosho, pistachio, extra virgin olive oil and Maldon salt
• Black Spaghetti Vongole with clams
• Agnolotti Di Plin with ricotta, lemon and brown butter miso
• Branzino Alla Piccata with vine ripe tomato, caper and lemon
• Chicken "Katsu" Parmigiana finished with vodka sauce and melted mozzarella

The crossover carries through dessert, with a Black Sesame Panna Cotta and a Matcha Tea-Ra-Misu. The format signals menu engineering aimed at differentiation in a crowded Italian segment: familiar Italian anchors paired with Japanese accents that justify premium positioning.

Who built the beverage program?

Vincenzo Marianella, widely regarded as the "Godfather of the LA cocktail scene," developed the beverage program in collaboration with the group. The list draws on classic cocktail culture and mixes Italian amari, Japanese whisky and Southwest flavors:

• Arizona Spritz — Aperol, St.-Germain, watermelon juice, prosecco, soda and thyme
• Mayan Bliss — tequila, lychee liqueur, fresh lime and habanero, finished with a tahini rim
• Sicario — mezcal, Cynar, apricot liqueur and Peychaud's bitters
• Dunhill Smoke — Japanese whisky with Amaro Montenegro, Amaro Lucano and Jerry Thomas bitters

Who designed the space?

Vivili partnered with Built Inc., an award-winning design firm, to develop the interior. The room unfolds as a series of connected environments. A sculptural, curved bar with a softly arched, backlit backdrop anchors the entry as a focal point.

The main dining room layers terrazzo surfaces, patterned textiles and dramatic drapery, paired with custom lighting and acoustic ceiling installations built to create intimacy and manage noise — a design decision that directly affects table turns and dwell time in a neighborhood restaurant positioned for repeat visits.

The forthcoming patio extends the footprint with wood trellising overhead, integrated greenery and seating designed to encourage guests to linger.

What comes next for the group?

PIZZANISTA! is a fast-casual pizza concept developed in collaboration with Los Angeles-based founder Salman Agah. Bar Saint Bruno, an intimate cocktail bar, takes its inspiration from one of Reeves' mentors. Hero anchors the broader footprint, with more information available at PhxHero.com.

For a Prescott-based group entering the state's largest metro, the sequencing — full-service Italian first, fast-casual and cocktail concepts to follow — establishes the brand before it scales formats.