A bar hidden behind the facade of a colourful sweet retailer, accessible solely to company boarding a carousel horse, has gone viral on TikTok, and is attracting hundreds of thousands of views. The enterprise created curiosity, as a result of the photographs are inside forbidden. After an funding of R $ 9 million and nearly a 12 months of labor, has candy secrets and techniques It opened in December 2021 and have become the girlfriend of artists and influencers for its exclusivity.
The thought was born from his mates David Politanski and Felipe Lombardi. The previous has been a director at Google for 10 years and works as a gross sales supervisor in Latin America, along with investing in bars, together with Seu Justino, which Lombardi opened when he was 19. He’s additionally the man behind Carneiros’ well-known New 12 months’s celebration in Pernambuco, and he based the youth model Baw garmentsacquired by the Arezzo Group.
Politanski had the desire to transcend performing as a accomplice investor and create one thing of his personal, by investing in Lombardi to run the enterprise alongside him. “I ended up residing in several nations after I led a world staff, residing in England, Singapore, Japan, USA. I loved and knew unbelievable initiatives for bars and eating places. After months away, I noticed that there was a scarcity in São Paulo of one thing of this magnitude “, remembers the accomplice.
When he noticed the town’s potential to obtain a room that may provide a brand new expertise, he got here in touch with Lombardi, who was in the USA after touring Europe in a motorhome for 4 months in the course of the pandemic. “I didn’t wish to open one other bar, extra of the identical. He mentioned it could be totally different and took up the concept speakeasy [bar do tipo escondido ou secreto]. After which there have been conversations after conversations, says Lombardi.
You speakeasies was born in the USA within the Twenties. The nation lived beneath a ban and the consumption of alcoholic drinks was banned. To perform, bars started to cover behind different institutions as a technique to trick the police and proceed to serve prospects in secret. The idea is at the moment being replicated to offer a special expertise and entice shoppers.
The Candy Secrets and techniques idea fuses the key speakeasy with the exclusivity of golf equipment for members, as Politanski additionally a lot overseas. Earlier than the client visits the place, the expertise begins to be authorized for the chosen checklist of regulars. If you get to the deal with one can find a colourful sweet retailer, impressed by sweet shops Individuals. When he lastly enters the key room, he’s shocked by the distinction between ideas.
“São Paulo has no borders, there are lots of individuals with totally different tastes and buying energy. There are limitless prospects, however you need to create a brand new expertise to draw your self. Individuals realized to stay of their houses in the course of the pandemic, to be calmer. Getting them to go away the home is not really easy, you need to provide one thing else, Politanski factors out.
Candy Secrets and techniques is situated within the Jardins area, close to DOM, a Alex Atala. The companions labored in a shed for a few 12 months, preserving the enterprise a secret even from their mates. For essentially the most curious, they mentioned they had been organising a sweet retailer. “And hypothesis arose: ‘Ought to they promote lollipops with DOM? Don’t shut the account’. They thought we had been loopy within the post-pandemic,” Lombardi remembers, laughing.
An expertise for few
The companions created an inventory of 100 individuals who could be invited to hitch the institution. They tried to place collectively an eclectic group, with distinguished names in numerous fields, from artists and influencers to medical doctors, legal professionals and leaders. These 100 members can go to the place and make reservations for different mates. That’s, it’s ineffective to attempt to discover the deal with and seem there: the entry is unique for members and for many who are authorized by the members after contact on social networks.
Candy Secrets and techniques opened its doorways in December final 12 months. Inside, photographs should not allowed: As quickly as prospects enter the unique half, the place the massive secret lives, the cell cameras are coated by a sticker. Those that visited and shared their opinions on the web say that the key room is harking back to New York within the Nineteen Eighties and even the Harry Potter films. “As we speak, Instagram instability may be very excessive, the promotion of influencers to promote extra. We opposed that. The surroundings is instagrammable, however you cannot take photos. We wish to encourage curiosity and make everybody comfy residing the entire expertise and disconnect. “, Emphasizes Lombardi.
It’s tough to maintain the key when cell phones have develop into extensions of our bodies and a few movies went viral on TikTok in regards to the place, which reveals the sweet retailer – which is open to guests and the place photographs are launched – and explains the idea of the institution, and generates need .. Associates reveal that they didn’t just like the disclosure of details about the surroundings, however stress that the primary secret was not revealed. “We managed to stay to at this time with none picture being launched from the within. It has been a secret for eight months, serving 200 individuals a day,” Lombardi factors out.
However what occurs inside? The companions don’t reveal a lot. What they are saying is that the funding within the room was round R $ 9 million and that they thought intimately about some pillars to create an expertise of structure, gastronomy and mixology. The kitchen construction and menu had been overseen by chef Luiz Filipe Souza, from Evvai, who received a Michelin star in 2019, and the drinks menu was created by Aaron Diaz, who got here immediately from Peru to coach the staff.
Along with the dishes and drinks, the expertise additionally presents performances by visitor actors and music video games with bands and DJs all through the night time. Common ticket ranges from R $ 380 to R $ 500. “We put the ruler up there due to the query of secrecy, exclusivity. We created need, so we couldn’t ship one thing that was not particular, says Lombardi.
The companions intend to take the Candy Secrets and techniques expertise past the surroundings in Jardins, maintain occasions and occupy elsewhere in a popup format. There are already invites to recreate the idea elsewhere. ‘It should positively not cease right here. We obtained proposals from three totally different nations to open branches. The idea is closed and simple to repeat, says Politanski.
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