The creators of one of Over-the-Rhine’s most recognized bars are opening a new “entertainment-led venue” in the heart of downtown Cincinnati.
The Academy, a creative collective that founded underground speakeasy Ghost Baby — which was recently named one of USA TODAY’s 2025 Bars of the Year — is set to open its new concept, Prim, this fall. The concept will be located in The Foundry, a mixed-use development across from Fountain Square along Fifth Street.
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Prim’s creators say the venue is designed to reimagine the evening out and “living room entertainment,” with an immersive space that’s intimate, intentional and entertainment-led. The concept will feature cocktails and music, ranging from vinyl sets to live performances, and guests can utilize the space to fit the vibe they’re seeking, whether it’s a low-key night out or a high-energy one.
“This isn’t just a new venue — it’s a feeling,” Adammichael Gesell, director of hospitality at Prim and Ghost Baby, said in a press release. “We’re creating something that lingers long after last call. It’s not about the drink in your hand — it’s about the memory being made, the energy of the room, the connection between friends, old and new. That’s the soul of hospitality, and that’s what Prim is all about.”
Josh Heuser, who helped found Ghost Baby and also founded AGAR, a local experiential agency, envisioned the concept behind Prim. He says with Prim, he isn’t just opening another bar, but making a statement about the future of Cincinnati and his confidence in its potential.
“We’re not blind to the conversations happening around downtown right now — and we don’t shy away from them,” Heuser said. “We believe in this city. Prim is an invitation to lean in — to create, to connect, to celebrate what makes Cincinnati vibrant. As the core thrives, so does the city, and ultimately the surrounding neighborhoods. And we’re proud to be part of that momentum. We have a clear vision to help redefine what’s possible here — and we’re building it, one experience at a time.”
Prim’s interior will be designed with a bold monochromatic maximalism approach, featuring layered patterns, dramatic textures and eclectic styling that will be balanced by a unified and sophisticated color pattern, says the team.
“By design, Prim is an experience for the senses,” said Robyn Novak, executive director of Strategy & Design at AGAR. “It invites guests into a world that’s vibrant and eclectic — where uptown meets downtown, and polish meets play.”
Prim fills the final available space in The Foundry, which is also home to other local bars and restaurants, like American brasserie The Davidson, lounge Vintage on Race and the elevated London-style pub, Marigold.
“The Foundry has quickly become a showcase for the city’s most exciting food and beverage destinations, serving as the anchor of the Fountain District,” Christy Samad, executive vice president of Civic and Commercial Space Activation for 3CDC, said. “When the opportunity came to bring Josh and his team into the development’s final space, it was an easy yes. He has a unique ability to create venues that don’t just serve guests — they shape culture.”
Prim is expected to open sometime this fall at 70 W. Fifth St. You can sign up for updates at primon5th.com.
This article appears in Aug 20 – Sep 2, 2025.
