The all-caps, all-consonants naming trend continues unabated. I originally spotted unbevoweled names like BHLDN and BLK DNM in the fashion pages*, and now I see the fad is spreading to restaurants.
STK is a “new-style steakhouse” that’s set up shop in Los Angeles, Miami, Las Vegas, and New York. The website has video but no voiceover, so I can’t tell you whether the name is pronounced Ess-Tee-Kay, “Steak,” or something else. (Stock? Stick? Stack? Stoke? Stuck?) The establishment’s target market appears to be angry young women in extremely high heels and the men who photograph them. A restaurant blogger for the Atlanta Journal-Constitution liked what he saw and ate at the local outpost; he called STK “a cannily updated supper club with a good-natured sense of glamour” whose menu “has a kind of corporate-honed contemporary edge that slices into the he-man ethos of most other steak houses.”
In other news, the New York Times reports that KTCHN will open in June on West 42nd Street. “It is in Out NYC, a new ‘urban resort’ complex whose owners have called it both the first gay hotel in New York and ‘straight friendly’,” notes reporter Florence Fabricant.
* And they continue to appear there. Latest example to catch my attention: the all-caps, vowel-deficient RUBR, maker of colorful, inexpensive rubber watches. Slogan: “What Color Is Your RUBR?”