Vicolo Throws Blogger, PR Bash to Make Everyone Forget About Frunchroom

Vicolo is now open in the old Frunchroom. The name is ironic: a vicolo is a back alley in Italian and, clearly, the corner of René Lévesque and Bishop is not that. Owner Laura Shukr, who is also behind the likes of Telnova Inc. and Generation Care Inc., recently took over the doomed Frunchroom. First order of business: look for a "Marketing and PR Executive to manage the new venue." Mission accomplished, apparently. The Italian restaurant held the usual media, publicist launch yesterday. Attendees were encouraged, not so subtly, to go HAM on social media with the hashtag #vicolomtl. They duly did as they were told.

Getting ready to party &eat | @vicolomtl @chefadamzaitouni we're waiting for u @abeillegelinas @patboogie514 ! #djbooth #chefAdamZaitouni #grandopening #partytime #urbanitalian #italiancuisine #new #hotspot #restaurantandbar #VICOLOmtl #TBPRevents #traceybrookepr

A photo posted by Tracey Brooke Public Relations (@traceybrookepr) on Dec 12, 2014 at 2:16pm PST

At the Vicolo media launch, the new Italian hotspot in Montreal #montreal #igersmtl #igersmontreal #livemontreal #mtlblog #vicolomtl #cynthiaconciergerie

A photo posted by cynthia.conciergerie@gmail.com (@cynthia_conciergerie) on Dec 12, 2014 at 3:35pm PST

Premiere photo a vie de nous trois! @dconstructfashion @fashionismyreligion1 @vicolomtl #vicolomtl @traceybrookepr

A photo posted by Julie Lafrance (@lebloguedejulie) on Dec 12, 2014 at 4:35pm PST

Just another photobooth picture. And yes, I'm doing a duckface. #vicolomtl #mtlmoments #foodie #italian #photobooth #restaurant #friends #fun #duckface @jazmeen75

A photo posted by Caroline Elie (@caroelie) on Dec 12, 2014 at 8:18pm PST

Amazing food, spectacular drinks, fabulous space! I'll be back! @Vicolomtl @Bibayer @TraceyBrookePR #vicolomtl pic.twitter.com/3oIHwaSYPA

— Solo In The City (@cherylbesner) December 4, 2014

At the @Vicolomtl launch party. Bloggers come say hey! #vicolomtl pic.twitter.com/0qy0tHVXCa

— Em Sheldon (@emshelx) December 4, 2014