Deep Red Wine Merchant

Dec 19

A new neighborhood staple in the heart of Avondale—one of the coolest neighborhoods in the world —Deep Red Wine Merchant is a cozy wine bar and bottle shop that feels like it's been here forever. The owner approached 34-TEN with the desire to create an intimate space where patrons could enjoy a glass of wine at one of the window seats, grab a bottle to go, or settle in to learn a little something more about wine.

Inspired by Dario Argento’s 1975 horror classic Deep Red, the interior build-out leans heavily on the use of arches and simple geometric shapes, and postmodern design themes seen in the architecture of the late 70s and early 80s. Reflecting familiar elements of old world wine culture, Venetian plaster and salvaged wood floor joists (salvaged from another 34-TEN project in Logan Square and dating from 1903) set the stage for the starring role—really good wine—and bring the Deep Red brand to life.

At just 800 SF, this provocative, come-as-you-are corner shop creates intrigue right from the street, beckoning passersby to step inside.