The new Greeves Street bar is guaranteed to head straight to the top of Fitzroy’s most-frequented list. It’s named after the Paris–Roubaix cycling race, a torturous trek across cobblestones in northern France. Throw in the fact that it’s in the heritage-listed building once home to Lambs Go Bar and the apparently coincidental ‘666’ in Hell of the North’s phone number and the words “urban legend” spring to mind.

The interior, by SML WORLD, is stunning – a bright yellow door opens into a relaxed blend of slatted timber and bluestone that has a Swedish chalet feel with a hint of French Provincial kitsch. The ‘‘press room’’ is a big space lined with wine racks and a huge dining table in the centre. It’s great for large groups or just pulling up a chair next to a stranger.

The cocktail list is made up of classics like vodka, espresso or classic martinis, mojitos (both $16), Negronis ($18) and you can grab a Bloody Mary for $10. Prickly Moses Organic, Cavalier Brown, The Hills cider and Bridge Road Brewers Beechworth pale ale (all $5 a pot) are on tap and there’s an impressive mix of local and European beers by the bottle.

But the best bit about Hell of the North is the atmosphere. Maybe it’s the design, or all being together in a new place, but there’s a sense of camaraderie among patrons and staff.

Maybe it’s true – heaven’s overrated, all the coolest people are in Hell.

HELL OF THE NORTH, 135 Greeves Street, Fitzroy. Call 9417 6660

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