Set to open this spring, The LINQ is billing itself as Las Vegas’ first open-air retail, dining, nightlife and entertainment district positioned at the heart of The Strip, directly across from Caesar’s Palace and part of the Caesar’s Entertainment group. Described as “NOLA’s Bourbon Street meets L.A.’s The Grove and Austin’s Sixth Street,” the space will span some 300,000 square feet, challenging the traditional Vegas conventions of keeping people inside so they can gamble.

The pedestrian-friendly complex also features the High Roller, the largest observation wheel in the world at 550 feet. Even though it’s hard to stand out in Vegas with all of the monumental (if not always tasteful) architecture, the High Roller with its 2,000 LED lights has already achieved icon status. A visually dynamic light display is set to take place every night.

Thirty different businesses will be housed in the megabucks venue which cost $550 million. The goal is to appeal to younger Vegas visitors and create unforgettable experiences outside the usual casino confinements.

Footwear, eyewear, a hatmaker, candy shop, Polaroid Fotobar and a branch of the hip L.A. retailer Kitson will all call LINQ home. Further stores include a Starbucks, a tequila bar, a couple of pubs, an offshoot of NYC’s Brooklyn Bowl, a combination bar, nightclub, bowling alley and 2,000-seat concert venue with Elvis Costello, Cake and Jane’s Addiction already booked. Lastly, valet parking facilities make the experience hassle free for visitors. The LINQ is opening in phases, check out their website for more information on individual stores.