• Los Angeles Times, Friday, December 4, 2009 10:50 AM

Hoping to extend its brand and leverage its status a preeminent chronicler of pop culture, Rolling Stone magazine will open a chic restaurant and night club in Hollywood next summer, Roger Vincent reports.

The magazine is partnering with veteran club operator Niall Donnelly and his partner, real estate developer Joe Altounian, to build an establishment that will appeal to both tourists and young Hollywood celebrities. "The food will be higher-end than Hard Rock," says Donnelly. "The venue itself will be for higher-end audiences."

According to Rolling Stone publisher William Schenck, "it seemed logical and organic to break into a restaurant." The company already has branched into books and released its first video game earlier this year, but he says he'll wait to see how this venture pans out before taking on additional extensions.

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