PV is not easing into its next chapter. It is arriving with Pilates, ramen, escape rooms, rooftop beach club energy and a bakery flagship built for people who believe croissants count as a personality trait.
RED Development has announced a new slate of tenants for PV, the $2 billion mixed-use redevelopment of the former Paradise Valley Mall in Phoenix. The latest lineup adds seven new names across dining, wellness, retail and entertainment, continuing the transformation of the more than 100-acre site into a polished, all-day destination built around food, fitness, beauty, shopping and neighborhood hang time.
The New Wave
The fresh roster starts with lululemon, a 4,852-square-foot home for technical athletic apparel, footwear and accessories opening this summer. Culinary Gangster, the Scottsdale family-owned restaurant known for burgers, sandwiches, quinoa bowls, wraps, salads and breakfast, will open a 3,022-square-foot location in 2027.
Escapology is bringing 4,500 square feet of immersive escape room entertainment to PV in 2027, while OBON will add 4,250 square feet of sushi, ramen, craft cocktails and design-forward Asian-inspired dining.
On the wellness side, Helios Pilates is opening a 2,341-square-foot studio in 2027, marking the San Diego-founded brand’s first Arizona outpost. Next Health, a 2,329-square-foot wellness destination focused on proactive health and longevity, is expected to open in late 2026 with services including IV therapy, hormone optimization and other wellness treatments. WeWhiten will also arrive in late 2026 with a 1,200-square-foot teeth-whitening studio designed for brighter smiles in a spa-like setting.
The Wellness Flex
Life Time Paradise Valley is stepping into the spotlight with a 92,000-square-foot athletic country club. The club is designed for members from 90 days old to 90-plus years and will include group fitness studios, barre, cycling, Pilates, yoga, cardio, strength training, personalized coaching, outdoor pickleball courts, Kids Academy, LifeCafe and LifeSpa.
Then there is the rooftop beach club, because apparently PV decided a regular gym moment was not enough. The more than 1.5-acre rooftop experience is designed to bring resort-style energy to the center of the redevelopment. Nearby, Life Time Living high-rise residences are under construction and slated for completion in 2027.
“Alongside the forthcoming Life Time Living, our new Paradise Valley athletic country club reflects our long-term investment in the area and our commitment to enhancing how people come together, stay active and live well in one of the most distinctive communities in the country,” Ryan Calrow, Life Time Senior Area Director, says. “We’ve been thoughtful about creating a destination that complements the character and vision of PV while bringing something entirely new to the community. Life Time Paradise Valley is an integrated health, wellness and hospitality experience designed to serve residents and families for generations.”
Dinner Plans Are Handled
Food is getting plenty of main-character treatment, too. Harry & Izzy’s is preparing to make its Arizona debut in a standalone 8,300-square-foot building near the park block. The upscale American grill, a sister concept to St. Elmo Steak House in Indianapolis, will bring a classically inspired menu, lively bar scene and richly layered interiors to PV.
The Vig by Genuine Concepts is also on the way, bringing its eighth location with a large outdoor patio, semi-private desert garden and multiple gathering spaces. The restaurant will serve lunch and dinner daily, plus weekend brunch and weekday happy hour from 3 to 6 p.m., with a menu led by Chef Jeremy Pacheco.
Beauty, Brunch, and Big 2027 Energy
Beauty and self-care are not being shy either. FACE FOUNDRIÉ is expected to open by the end of the year in a 1,529-square-foot space with facials, lashes, brows and skincare, while Zara Nail Bar will bring manicures, pedicures, dip powders and waxing to a 2,210-square-foot salon.
Looking ahead to 2027, Cala will join the scene in a 6,500-square-foot space from Phoenix-based Clive Collective founders Justin Massei and Mikis Troyan. The restaurant builds on its Scottsdale success with a coastal European-inspired menu influenced by the Italian Riviera, Greek Islands and surrounding regions.
The Sweet Spot
Too Sweet Cakes, the women-owned bakery brand founded by Shelbi Geyer in Bend, Oregon, is opening its first flagship store at PV this October. The 1,800-square-foot location represents a $750,000 investment and marks the company’s fourth retail store, as well as its first space designed with full creative control from the ground up.
Designed with Phoenix-based hospitality firm House of Form, the flagship will bring a modern European neighborhood bakery feel to Paradise Valley, complete with a blush facade, full coffee bar and separate walk-up coffee window for grab-and-go service.
“After 10 years of building this brand, Paradise Valley is the first time we have gotten to build Too Sweet Cakes exactly the way I always pictured it. We invested in every detail, and we are opening it in the community my family calls home,” Geyer says.
The menu will feature specialty cakes, signature croissant doughnuts, cinnamon rolls, French macarons, cookies and cupcakes, with gluten-free and vegan options in the mix. The PV flagship will also debut an exclusive grab-and-go savory menu with Roman-style pizza, baguette sandwiches and salads.
The Bigger Picture
“These new additions build on the strong foundation we’ve created at PV and add even more depth to the community experience,” Mike Ebert, managing partner at RED, says. “From dining and wellness to entertainment, each business contributes to the vibrant, connected environment we’ve envisioned, one where people can truly spend the day, meet friends and feel part of something special in the heart of Phoenix.”
PV is shaping up less like a mall comeback and more like a lifestyle district with range. Morning Pilates. Midday pastries. Dinner at The Vig. A rooftop beach club moment. Maybe a little teeth whitening before sushi. It is a full itinerary, and Phoenix seems very ready to book it.
Insider Takeaways
- PV is building serious all-day range with its latest tenant lineup, adding fashion, food, wellness and entertainment through lululemon, Culinary Gangster, Escapology, OBON, Helios Pilates, Next Health and WeWhiten.
- Wellness is becoming one of PV’s biggest power plays, from Life Time Paradise Valley’s 92,000-square-foot athletic country club and rooftop beach club to Helios Pilates’ first Arizona studio and Next Health’s proactive longevity services.
- The dining scene is getting layered, with Harry & Izzy’s making its Arizona debut, The Vig bringing patio-and-desert-garden energy, Cala adding coastal European flavor and OBON joining with sushi, ramen and craft cocktails.
- Too Sweet Cakes gives PV a polished bakery moment with its first flagship store, a $750,000 investment that includes a modern European-inspired design, coffee bar, walk-up window and exclusive savory menu.
- The bigger story is PV’s transformation from former mall site into a true mixed-use district, designed around dining, fitness, beauty, retail, residences, events and the kind of “stay awhile” energy Phoenix keeps leaning into.
To learn more, visit pvphx.com.
