in case you haven't heard, the cosmopolitan is cool.

On Level 3 of The Cosmopolitan, just past the unbelievable presence of a go-ahead-and-play billiards table, hanging on the wall near the Blue Ribbon restaurant, there are some nifty Rat Pack portraits, flashbacks of Frank, Dean and Sammy hanging with pretty girls and being cool. I was looking at them and I wondered: Is The Cosmopolitan the kinda place these guys would hang at? I'm sure these pictures are here to make me think the answer is "yes," to make me believe the last, latest Strip casino-hotel truly does contain the right amount of wrong, to make me imagine the Chairman would be happy to meet for a cocktail in the Vesper Bar just off the lobby. A lot of money has been spent to construct a thick layer of cool around this place, and I don't know how I feel about that, and I don't know if the Rat Pack would have kicked it here. I've never been very cool, but it doesn't take a cool person to recognize when someone or something is trying too hard. The people who assemble and tweak the concept of The Cosmopolitan, under unimaginable, unrealistic pressure to succeed, are trying very hard to make it cool.

And that's why it's so impressive that they seem to be succeeding.

Cool is in the details. It's in the crazy, mind-altering video columns in the lobby, ever-changing installations that make you feel like you stepped into a futuristic movie. It's in the subterranean parking garage, where murals by rebel artists like Shinique Smith, Shepard Fairey and Kenny Scharf confuse regular people who don't use valet. It's in those pool tables and ping pong tables and foosball tables and flatscreens up on Level 4, which is the most laidback casino swimming pool I've ever seen and the only spot with Strip-front cabanas. And cool is definitely in that not-so-secret pizza joint on glorious Level 3, squished between Blue Ribbon and Jaleo, with no signs pointing you in and no signs telling you where or how to order a slice. And damn, it is a tasty slice. From where do these guys order their pepperoni? It's spicy and garlicky and wonderful, and I was trying so hard not to buy into the hype of a hidden New York-style pizza den in a fancy casino. But it tastes so good.

I already wrote about it, but allow me to distill the message here: The Cosmopolitan had to go out on a limb, had to be different in order to survive. It is aiming for a specific audience, one other Vegas venues are targeting, and a big, big part of capturing this audience is crazy good food. The restaurant experience is the new Vegas entertainment, and that means making food and service and atmosphere something visitors are going to rave about on the plane or car ride home. While I have only sampled the most accessible, most casual Cosmo eateries (so far), it's safe to say this place is doing just that: providing delicious in a very cool way.

Among the munchies on Level 2 are Holsteins, a burger joint created by the company behind LBS in the Red Rock Resort, and China Poblano, an eclectic Chinese-Mexican concept from the famed José Andrés. At Holsteins I ate duck fat fries and blue cheese kettle potato chips, an outstanding Japanese-themed burger, and sampled a housemade mini-sausage -- longanisa on white bread with borracho beans, cheese and fried pork skin sprinklings. The flavors were impressive, and it is difficult for a burger joint to stand out among its brethren on the Strip. Holsteins seems like it will. At China Poblano ... I ate everything. I couldn't stop eating everything. Tacos of freshly made tortillas stuffed with carnitas, then spicier barbecued pork, then perfectly sweet lobster, then beef tendon with oyster. A deep, rich, red posole with chunks of fatty, tender pork and avocado and chicharrones to drop on top. Another great soup, called Ten Treasure, with shrimp, bok choy, tofu and more in a clean, light broth. A tiny braised pork gordita, rich and corny and properly greasy. Savory, crispy lamb potstickers. I know this is making you hungry for Chinese and Mexican food at the same time, and now you can get it, on the Las Vegas Strip.

Of course, more exploration will come. We must try Andrés' tapas and paella haven, Jaleo. We must try both of Scott Conant's spots, Scarpetta and DOCG. We must eat French at Comme Ça and sushi at Blue Ribbon, and eventually we will make it to the priciest and probably least accessible restaurant here, Estiatorio Milos. And in between, there likely will be many more slices of secret pizza. When it comes to food, cool shouldn't be much of a factor. But it is. It's tough not to get caught up in the cool of The Cosmopolitan, but it's easy to appreciate how tasty it is.