GEORGE Costanza, the awkward loser on the cult US comedy Seinfeld, has been immortalised in bricks and mortar with a bar named in his honour opening in Melbourne.

George’s Bar opened its door for the first time on New Year’s Eve serving Costanza-themed toasties and cocktails.

Co-owner and operator Dave Barrett told Fairfax Media he had ordered “a whole bunch of autographed photos” that would be put up around the venue.

He said: “We’ll be continually doing things and layering the theme. When you walk in, the two front doors have two George’s quotes ‘It’s not a lie if you believe it’ and ‘Everyone must like me, I must be liked’.

The concept for the bar in Fitzroy came to him he said because “we really like Seinfeld”.

The character of Costanza, played by Jason Alexander, appeared in nearly every episode of the long-running NBC sitcom.

He is famously neurotic and socially awkward and is said to be based on the show’s co-creator Larry David.

Mr Barrett said he even had plans to exhibit Costanza-inspired art.

“One guy contacted me last night who lives in Melbourne and who is in the middle of eight different George Costanza paintings. We are talking about doing a show with him.”