Moby, aka Richard Melville Hall, is an American singer-songwriter, musician, DJ and photographer. He is well known for his vegan lifestyle, and support of animal rights. He has sold over 20 million albums worldwide and has told the world they should all eat vegan. Now he has taken it to another level by providing people a place to do so.

The artist – soon to be impresario – has invested in a new vegan eatery in Los Angeles.

Not much is known about the venture, even the name is under wraps, but according to the Los Angeles Eater, the musician is an investor in a deal that bought a classic Art Deco-style building on Rowena Avenue. This after a previous restaurant failed to get past permit hurdles at the same location and subsequently sold for $1.5 million.

The nameless enterprise is scheduled to open in July, including the outdoor area which will be used as a venue for special events.

The new vegan attraction is in a leafy green neighborhood across the street from Ivanhoe Elementary school. Perhaps the objective here is to persuade the neighborhood kids to love a vegan diet so they grow up to be healthy adults.