Opening Friday in a renovated 19th century building in Philly's Fishtown neighborhood, Pizza Brain is the brainchild of 27-year-old Brian Dwyer - who, notes NPR's All Things Considered, is "so into pizza that he has a tattoo on his back of a drawing of himself holding a slice and saying 'Totally Saucesome.'"

Dwyer owns more than 1,000 toys, knickknacks and other salient items, including a collection of LPs and 45s dedicated to pizza songs. Much of it will be on display as part of an "ever-evolving art installation."

And the food? Pizza Brain's website doesn't list a menu, but promises to be an "artisan pizzeria with a conscience - meaning we strive to do things in a socially, ethically and environmentally responsible fashion."

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