They Created a Secret Bar Hidden in a Sweet Retailer That Went Viral

A bar hidden behind the façade of a colourful patisserie, accessible solely to friends using a carousel horse, has gone viral on TikTok, attracting thousands and thousands views. The enterprise aroused curiosity as a result of, as soon as inside, the images forbidden. After an funding of 9 million reais and virtually a 12 months of operation, the corporate candy secrets and techniques It opened in December 2021 and has change into a favourite with artists and influencers for its exclusivity.

Felipe Lombardi and David Politansky, owners of the Sweet Secrets bar, which has gone viral on social media for its exclusivity (Photo: Mike Bonfim)

Felipe Lombardi and David Politansky, house owners of the Candy Secrets and techniques bar, which has gone viral on social media for its exclusivity (Photograph: Mike Bonfim)

The thought was born within the minds of buddies David Politansky e Felipe Lombardi. The previous was a Google government for 10 years and serves as head of gross sales for Latin America, in addition to investing in bars, together with Seu Justino, which Lombardi opened when he was 19. He additionally organized the well-known Carneiros New Yr’s occasion in Pernambuco and based a youth model. Bow Garmentsacquired by the Arezzo group.

Politansky had a want to transcend being an investor associate and create one thing of his personal, betting that Lombardi would do enterprise with him. “I lived in numerous international locations once I led the worldwide crew, I lived in England, Singapore, Japan, the USA. I loved and knew unimaginable designs for bars and eating places. After just a few months, I noticed that one thing of this magnitude was lacking in Sao Paulo, ”recollects the associate.

During the day, the bakery is open as usual.  At night, only guests can go beyond the sweets and visit the secret bar (Photo: Disclosure)

In the course of the day, the bakery is open as regular. At night time, solely friends can transcend the sweets and go to the key bar (Photograph: Disclosure)

Seeing that the town may get an area that may supply a brand new expertise, he contacted Lombardi, who was in the USA after a four-month tour of Europe in a motorhome in the course of the pandemic. “I didn’t wish to open one other bar, extra of the identical. He stated that issues could be completely different and prompt speakeasy [bar do tipo escondido ou secreto]. After which there have been calls after calls,” says Lombardi.

Working Techniques speakeasy born in the USA within the Twenties, the nation lived below dry legislation and using alcoholic drinks was prohibited. In an effort to perform, bars started to cover behind different institutions as a way to deceive the police and proceed to serve prospects whereas hiding. The idea is at the moment being replicated to supply a unique expertise and attraction to shoppers.

The idea of Candy Secrets and techniques unites the key speakeasy with exclusivity golf equipment for members, whom Politansky additionally noticed so much overseas. Even earlier than visiting a location, the client begins the expertise to be authorised for a choose checklist of repeat prospects. Whenever you arrive on the deal with, you will see that a colourful patisserie impressed by confectionery Individuals. When he lastly enters the key area, he’s shocked by the distinction of ideas.

“There aren’t any borders in Sao Paulo, there are lots of individuals with completely different tastes and buying energy. There are infinite prospects, however it’s a must to create new experiences as a way to entice. Folks have realized to stay of their properties in a pandemic, to be calmer. Getting them out of the home is now not really easy, you want to supply one thing else, ”Politansky notes.

The bar is located behind this vending machine, which is open to guests only.

The bar is situated behind this merchandising machine, which is open to friends solely.

Candy Secrets and techniques is situated within the Jardins space, near the DOM, Alex Atala. The companions labored on the barn for a few 12 months, retaining the enterprise a secret even from buddies. For probably the most curious, they stated they have been establishing a sweet retailer. “And there was hypothesis: ‘Will they be promoting sweet with DOM? Do not shut your account. Within the post-pandemic interval, they thought we have been loopy,” Lombardi recollects, laughing.

Expertise for the Few

Companions made an inventory 100 individuals who might be invited to change into members of the establishment. They sought to assemble an eclectic group with massive names in fields starting from artists and influencers to docs, attorneys and executives. These 100 members can go to the area and make reservations for different buddies. That’s, there is no such thing as a level in looking for the deal with and seem there: solely members have entry and for many who are authorised by the members after contact on social networks.

Candy Secrets and techniques opened its doorways final December. Images will not be allowed inside: as quickly as prospects enter the unique half, the place a giant secret lives, cellular phone cameras are lined with a sticker. Those that have visited it and shared their opinion on-line say that the key area is harking back to Nineteen Eighties New York and even the Harry Potter movies. “Instagram could be very excessive at present, promotion by influencers to promote extra. We went in opposition to it. The setting might be instagrammed, however not photographed. We wish to encourage curiosity and ensure that everyone seems to be snug dwelling and disconnecting,” emphasizes Lombardi.

The space next to the DOM restaurant in Jardins was refurbished for almost a year to reach the final result (Photo: Disclosure)

The area subsequent to the DOM restaurant in Jardins was refurbished for nearly a 12 months to succeed in the ultimate end result (Photograph: Disclosure)

It is arduous to maintain a secret when cell telephones grew to become an extension of the physique, and a TikTok video of the area went viral, exhibiting a sweet retailer that is open to the general public and the place images are posted, and explaining the idea of the place, creating want. . The buddies show that they didn’t just like the disclosure of details about the setting, however emphasize that the primary secret was not revealed. “We managed to stay till at present with out printed images of the within. It was a secret for eight months, serving 200 individuals a day,” notes Lombardi.

However what is going on on inside? Companions reveal little. They are saying that the funding within the area was about 9 million reais, and that they’ve thought intimately about a number of the pillars to create an expertise of structure, gastronomy and mixology. The construction of the delicacies and menu was curated by chef Luis Filipe Souza from Ewai, Michelin-starred in 2019, whereas the drinks menu was created by Aaron Diaz, who got here straight from Peru to coach the crew.

Along with food and drinks, this system additionally options visitor appearances and musical performances with bands and DJs all through the night time. The typical ticket ranges from 380 to 500 reais: “We put a line there for causes of secrecy, exclusivity. We evoked want, so we couldn’t supply something that may not be particular, ”says Lombardi.

The companions intend to broaden the Candy Secrets and techniques expertise past the Jardins by internet hosting occasions and different pop-up areas. There are already proposals to duplicate this idea elsewhere. “It positively will not cease right here. We obtained provides from three completely different international locations to open branches. The idea is closed and straightforward to duplicate,” says Politansky.

Need to entry unique PEGN content material? Simply click on right here and enroll!

Leave a Comment