A NEW bar opened at View Point in Bendigo on Saturday night.
Club Rouge is owned by Simon and Sharon Lock of Borchelli Ristorante fame.
Mr Lock said the motivation to open a bar came from his own desire to have a relaxing drink after finishing work at Borchelli.
Mr Lock said his experience at Borchelli had taught him the importance of consistency.
"Be open and stay open so customers can rely on you," Mr Lock said.
Club Rouge will be open until 12am every night.
He said it was becoming increasingly important for establishments to extend their opening hours.
"I think the public is slowly demanding that change," he said.
He said Club Rouge was in a prime position opposite Bendigo's iconic fountain.
He said he hoped many more new ventures would come to the area.
"I would like to see the fountain explode with entertainment 24 hours a day".
Mr Lock said he had put a lot of effort into research for his new business.
He visited bars in Melbourne and Sydney to develop the style and concept.
"I want to contribute to raising the bar in Bendigo," he said.
"We just want to be known as a place to come and relax for like minded people, wherever you are on the corporate ladder."
Club Rouge's decor is in tones of red and black, with dim lighting and old movies playing silently on one wall.
Mr Lock said the style was inspired by 1930s France.
He said he hoped to create a "cruisy, intimate" atmosphere.