A bar hidden behind the façade of a colourful sweet retailer, accessible solely to company driving a carousel horse, has gone viral on TikTok. hundreds of thousands opinions. The work aroused curiosity as a result of as soon as contained in the pictures forbidden. After an funding of R$9 million and almost a 12 months of labor, candy secrets and techniques It opened in December 2021 and has grow to be a darling of artists and influencers as a consequence of its exclusivity.
The concept was born from the minds of associates David Politanski to Felipe Lombardi. The primary has been a supervisor at Google for 10 years and works as a gross sales supervisor in Latin America and invests in bars, together with Seu Justino, which Lombardi opened when he was 19. He’s additionally the person behind Carneiros’ well-known New Yr’s Eve social gathering in Pernambuco and based his youth model. Baw ClothesAcquired by the Arezzo group.
Politanski had the need to transcend performing as a co-investor and create one thing of his personal by betting Lombardi to run the enterprise on his facet. “I moved to dwell in several nations whereas managing a world workforce based mostly within the UK, Singapore, Japan and the USA. I loved and knew about unimaginable tasks for bars and eating places. Months later, I spotted there was a scarcity of this magnitude in São Paulo,” the associate recollects.
Seeing the town’s potential to obtain an area to supply a brand new expertise, he contacted Lombardi, who was in the USA after touring Europe in a trailer for 4 months in the course of the pandemic. “I did not need to open one other bar with the identical one. He stated it might be completely different and introduced up his opinion. loquaciousness [bar do tipo escondido ou secreto]. After which there have been calls after calls,” says Lombardi.
OS speeches He was born within the Twenties in the USA. The nation lived underneath prohibition and the consumption of alcoholic drinks was banned. Bars started to cover behind different institutions as a approach to deceive the police and continued to serve clients in hiding. The idea is at the moment being replicated to supply a unique expertise and appeal to customers.
The idea of Candy Secrets and techniques combines candy secrets and techniques. loquaciousness with the exclusivity golf equipment for membersThat Politanski has seen rather a lot overseas, too. Earlier than the consumer visits the positioning, they start the expertise to be permitted for the chosen common record. If you arrive on the deal with, you see a colourful sweet retailer breeze. sweet retailers When the Individuals lastly enter the key space, he’s stunned on the distinction of ideas.
“São Paulo has no borders, there are a lot of individuals with completely different tastes and buying energy. There are infinite alternatives, however it’s good to create a brand new expertise to draw. In the course of the pandemic course of, individuals discovered to dwell of their properties and to be calm. Getting them away from house is not so easy, you must provide one thing completely different”, says Politanski.
Candy Secrets and techniques is situated in Jardins district, near DOM. Alex Atala. The companions labored in a cottage for a couple of 12 months and saved the enterprise secret even from their associates. They stated they arrange a sweet retailer for essentially the most curious. “And hypothesis arose: ‘Are they going to promote lollipops alongside the DOM? Do not shut the account’ They thought we have been loopy within the post-pandemic period”, Lombardi remembers with amusing.
An expertise for few
Companions created a listing 100 individuals who can be invited to grow to be a member of the group. They sought to kind an eclectic group with main names in several fields, from artists and influencers to docs, attorneys and executives. These 100 members can go to the realm and make reservations for different associates. That’s, there isn’t a level in looking for the deal with and seem there: entry is unique to members and people permitted by members after contact on social networks.
Candy Secrets and techniques opened its doorways in December final 12 months. Photographs should not allowed inside: as quickly as clients enter the non-public part the place the large secret lives, their cellphone cameras are lined with a sticker. Those that browse the web and share their opinions say that the key place is harking back to Nineteen Eighties New York and even the Harry Potter films. “As we speak, instagrammability could be very excessive, promotion of influencers to promote extra. We opposed it. The atmosphere may be Instagrammed, however you can’t take footage. We need to encourage curiosity and make everybody comfy to allow them to have the entire expertise and disconnect,” emphasizes Lombardi.
It is onerous to maintain a secret when cell telephones have grow to be an extension of our bodies and a few movies concerning the place go viral on TikTok, exhibiting the sweet retailer open to guests and explaining the idea of the institution, which is open to guests. Want.. Mates emphasised that they don’t just like the disclosure of details about the atmosphere, however the principle secret has not been revealed. “We managed to remain till as we speak with none pictures from inside. Serving 200 individuals a day has remained a secret for eight months,” Lombardi says.
However what occurs inside? The companions do not reveal a lot. They are saying the funding within the house is round R$9 million and so they have thought via a number of the pillars to create an architectural, gastronomic and mixology expertise. The kitchen construction and menu was led by chef Luiz Filipe Souza of Evvai, who received a Michelin star in 2019, and the beverage menu was created by Aaron Diaz, who got here immediately from Peru to coach the workforce.
Along with the meals and drinks, the performances of the visitor actors, music works with the band and DJs are additionally within the expertise. Common ticket worth ranges from R$380 to R$500. “We put it there due to the problem of secrecy, exclusivity. We generated want, so we could not ship something that wasn’t non-public,” says Lombardi.
The companions intention to increase the Candy Secrets and techniques expertise past the setting in Jardins, holding occasions and occupying different areas in a pop-up format. Invites are already coming in to copy the idea elsewhere. “It definitely will not finish right here. We acquired presents from three completely different nations to open branches. The idea is closed and simple to copy,” says Politanski.
Need to entry unique PEGN content material? Simply click on right here and signal!