Taking over the space at 326 E. Mason St. formerly occupied by Euro Bar, Vanity Ultra Lounge opens this Thursday with an entirely different concept.

"Euro Bar only catered to the European crowd really. We want to cater to all ethnicities. We want this to be a place where everyone goes," explains co-owner Tommy Modl.

Adding a specific music and drink theme every evening, Vanity truly does try to cater to every crowd -- at least for one night a week.

"Sunday will be service industry, Mellomood Monday will play Sinatra and such, Tuesday will be college night, Wednesday we'll do rock n' roll, Thursday is ladies night, Friday's a flashback with music of the '80s and '90s and Saturday is Euro night with house music," Modl says.

To draw the targeted clientele, the bar has a pretty detailed dress code. Among a long list of attire don'ts, patrons are forbidden from wearing chains, hats, baggy clothing, tennis shoes, track suits or sleeveless shirts.

Over the last month, renovation included new light and audio systems. The bar now features 10 plasma screens including monitors in every window, facing the outside street. To develop an upscale feel, three waterfalls were added along the bar's center wall.

To add a food menu, Vanity offers an appetizer and dinner options from the neighboring Milwaukee Athletic Club. A menu of 8-14 options will be available from 4 to 10 p.m. daily.

Modl, along with other investors, also owns Silk Exotic, Bada Bing night club and Jokerz Comedy Club.

"Why did we want to come Downtown? This is where all the action is and we wanted to be in on it," Modl explains.

Vanity Ultra Lounge hosts a grand opening party this Thursday starting at 4 p.m.