New look for fiery resto

[attach]1714[/attach]When his father saw a photo of the Italian wallpaper that was going to hang in his restaurant, he said something like, ‘That’s a good way to ruin a restaurant.’

And in spite of being just as unsure of the wallpaper as his dad was, Jody Ness stuck to his guns. As the owner of the Wildfire Steakhouse and Winebar explained at the launch party for the newly renovated Lawrence Village resto and lounge on May 19, he went
with the proposed design concept because it made him uncomfortable.

Indeed, the restaurant is like a fireball — albeit a very stylish one.

Gold chandeliers and sconces appear to lick the wall like climbing flames. Textured wallpaper in red, black and gold give the effect of fire, as do custom-made string curtains in alternating black and red threads that divide the dining space. Specialized lighting abounds, from the LED panels that look like paintings, which change colours on a continual basis from red to green to blue, to the incandescent spot lighting over the tables, which Ness says create hotspots over the tables.

The theme of fire was obviously deliberate, but given Ness’s discomfort with the proposal put out by local designer Cristina Tofan it seems entrepreneur is accustomed to stepping outside his comfort zone and literally into the fire.

The 38-year old owns four other businesses — an import and distribution company, a marketing communications firm and a media advertising company. And then there’s the CNBC television show he hosts, Wine Portfolio.

Ness moved to the big smoke eight years ago from his native Montreal and bought what was then the Wildfire Grill and renamed it its current name.

The concept appears to have evolved continually since then.

“I renovate Wildfire every single year,” he says, spending between $75,000 to $100,000 each time. This renovation was more expansive — and expensive.

But change, says Ness, is essential.

“I’m here every day so I can imagine that my guests get equally bored.”

Aside from the lighting, the new space features a lounge that replaced a former private dining room space.

“The whole idea was to take what people see as a steakhouse — stuffy and old — and turn it into a trendy New York lounge,” he says.

“No one uptown has really gone out of their way to create an uptown market.”

There’s no way he’s ever going to bring the downtown crowd uptown, he says, but he can give the uptown people reason to not go downtown.

Ness also installed a massive oak wooden table in the open kitchen, calling it the chef’s table. A party of up to 12 can reserve the table and a dedicated chef will prepare the group a five-course meal that isn’t on the menu based on three questions.

Wildfire will always change based on what clients are asking for, he says.

“We’re a very open place.”