From Old Town to the Lakefront: Why Chicago's the Vig Is Venturing North
By Alexander Ross
Replicating an established vibe in a brand-new glass-and-steel building brings distinct design challenges. The original Old Town location relies on low ceilings, dark millwork, vintage light fixtures, and leather banquettes that create an intimate tavern feel.
To prevent the 6,800-square-foot Milwaukee space from feeling sterile, designers deployed acoustic paneling hidden behind slatted walnut ceilings and integrated low-glow brass lighting across the central bar. Flat screens are inset into millwork rather than suspended haphazardly from ceilings.
The menu carries over The Vig's core culinary identity. Kitchen leadership maintained the scratch-made pub fare: double-patty smash burgers, elevated pretzel bites with beer cheese fondue, and ahi tuna crisps. Beverage programs retain signature draft cocktails alongside local Milwaukee craft taps, bridging the gap between Illinois cocktail culture and Wisconsin's deep-rooted brewing heritage.
Alexander Ross has covered the video game industry for a decade, writing deep dives on game design, esports tournaments, VR developments, and gaming culture.
