Opening News

Dallas' Maple Avenue District ushers in first new status restaurant

Dallas' Maple Avenue District ushers in first new status restaurant

Beet salad
Apheleia favors local and high-quality dishes such as this beet salad. Photo courtesy of Oak

One of Dallas' most prolific restaurateurs has another concept in the works. Apheleia Restaurant Group, the company owned by Tiffanee and Richard Ellman, will open a new restaurant called Merchant House at 4024 Maple Ave., part of the burgeoning Maple Avenue District.

They describe Merchant House as a creative, ingredient-driven concept with a New American and globally-inspired theme, with a menu that ranges from decadent to healthy, and a focus on locally sourced, house-made, and high-quality ingredients.

"The menu is meant to be broadly appealing and an integral part of a fun and social experience," Richard Ellman says. "Our objective is to deliver what our customers are seeking and to create a fully immersive dining experience."

Whether entrees or shared plates, pricing will be approachable. Cocktails will be well crafted, and there'll be craft beers on tap.

The restaurant will have two bars and an upstairs patio with downtown views. The interior boasts 30-foot ceilings, creating a light, airy setting for everyday get-togethers.

The upstairs lounge is a concept in and of itself with a more intimate lounge atmosphere — designed for cocktails, a casual bite, or a private gathering, Ellman says, calling Merchant House "two concepts in one."

They're high on their location by the Crow Holdings/Old Parkland campus, which Ellman calls an "up-and-coming and thriving area of Dallas."

"The concept and design are thoughtfully integrated into the building that will house the restaurant," he says. "We look forward to creating an energetic and fun experience and to being an unexpected surprise in the shadow of a densely populated urban neighborhood."

The Ellmans have built a strong portfolio since they came out of the gate with their exciting first restaurant, Oak, which they opened in Dallas' Design District seven years ago. Other concepts under their Apheleia Restaurant Group umbrella include El Bolero, The Royale Magnificent Burgers, and Pakpao.

They're opening two more branches of El Bolero, one in a buzzy new-build location on Fitzhugh Avenue in Dallas and the other in Fort Worth, in the newly rechristened Crockett Row at West 7th, along with another location of their Thai restaurant, Pakpao, in Fort Worth.

They've also been tapped to open the flagship restaurant, called Hawthorn, on the new AT&T campus being built in downtown Dallas.