Animal rights activist and musician Moby will be opening the doors to a new vegan cocktail bar Ladybird tonight, in New York's East Village.
Ladybird restaurateur Ravi DeRossi has been trying to convert all 15 of his restaurants and bars into vegan businesses.
DeRossi's decision to transform his eateries into animal-free ventures prompted him to bring Moby on as an investor.
The vegan cocktail and small plates bar Ladybird has 50 seats. It is decked out in white, gold and teals, as well as ornate lighting.
The new menu features kale with picked daikon, radish, puffed rice, and black garlic, and a fondue for two - which replaces the cheese with cashew and tapioca, among other dishes.
Cocktails and drinks will also incorporate vegetables, in the form of juice or garnishes.
Moby, who is also an investor at Little Pine restaurant in Los Angeles, has been vegan for 30 years, and has made campaigning for animal rights '[his] life's work', he said in a statement.
"Luckily, not everything involving the promotion of animal rights and veganism has to be grim and tough.
"Sometimes, one of the best ways of promoting plant based eating is by serving people wonderful food in a beautiful space," added the musician.
Ladybird is open from 5pm to 2am every night, from September 5.