ST. PETERSBURG — Oysters Rockefeller, Lobster Tail Escargot, Crab Louie and Chicken Marsala: At Juno & The Peacock, there’s an unmistakable whiff of old-school American opulence in the air.

Last week, following more than a year of speculation about what would replace long-running restaurant 400 Beach Seafood & Tap House, Beach Drive NE’s hottest newcomer finally opened its doors.

The highly anticipated new restaurant is the latest concept from owners Shawn and Jeanna Damkoehler, who also own the upscale spot Allelo just a few blocks away. Juno & The Peacock, named for the cautionary Aesop fable, marks the couple’s second foray into the hospitality industry: In December 2020, they purchased Annata and Alto Mare, which eventually closed and became Allelo.

In May 2021 they acquired the property at 400 Beach Seafood & Tap House, which they purchased from longtime owner Steve Westphal. Recognizing that the business was in need of a refresh, they shuttered that restaurant in June 2023 for extensive renovations and a full concept overhaul.

On Tuesday evening, the Tampa Bay Times visited the restaurant as part of a media event intended to preview the space. Though still operating in a soft-opening capacity, word had clearly gotten out: The restaurant was packed.

As with Allelo, the Damkoehlers tapped creative studio Brand Bureau and New York-based design firm AvroKO to outfit Juno & The Peacock. The space imbues a sophisticated elegance with European-style patio seating outside and an inlaid terrazzo floor inside, a sleek bar sidling red booths with terrazzo tabletops, brass accents throughout and several dining areas, including a room overlooking Beach Drive and the water.

Over at the restaurant’s neighboring cocktail bar Pluma, dark teal walls coupled with glowing cove lighting, antique glass panels and plush upholstery set a more subdued and swanky tone but one that still imbues plenty of modern opulence.

While Allelo draws inspiration from a more worldly palate focused loosely on regions in the Mediterranean, Juno & The Peacock evokes upscale Americana. With executive chef Drew Dimitrovski at the helm, the menu features a wide selection of American classics, with a list heavy on sandwiches, salads and flatbreads at lunch and seafood classics and dry-aged steaks come dinnertime.

The restaurant is currently operating in a soft-opening capacity until its grand opening on Aug. 23. The restaurant will then be open 11 a.m.-4 pm. Monday-Friday for lunch; 4-10 p.m. Monday-Friday for dinner; and Saturday and Sunday from 11 a.m.-3 p.m. for brunch and 3-10 p.m. for dinner. Reservations can be made on the restaurant’s website at junoandthepeacock.com. 400 Beach Drive NE, St. Petersburg. 727-258-4222.

Text by Helen Freund, Times Staff

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