George Costanza, the awkward loser from “Seinfeld,” has been immortalized in bricks and mortar with a bar named in his honor 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.

George Costanza’s greatest hits

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

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.”