The power of exclusivity
Knowing a secret password fosters a powerful sense of social belonging.
Chapter 1
The birth of the secret bar
Chapter 2
The modern revival
Chapter 3
Global interpretations
Chapter 4
The psychology of the secret
Ch 4 · The psychology of the secret
diego Speakeasy Secret Psychology
Seek the hidden door Find what's rare, feel the thrill, want more.
Fun Fact
Compression and release: The architectural trick of transitioning from a small space to a large one is also used in Disney theme parks.
Glossary
secrecy (noun)
The state or condition of being kept hidden or concealed from others. Sasha Petraske leveraged this appeal when opening his hidden New York bar, Milk and Honey, in 1999.
The state or condition of being kept hidden or concealed from others. Sasha Petraske leveraged this appeal when opening his hidden New York bar, Milk and Honey, in 1999.
Quiz
What architectural design technique uses contrasting small and large spaces to create a dramatic impact?
Quiz
How does the architectural technique of 'compression and release' make the final room feel?
Quiz
What psychological effect makes a destination feel more rewarding when it requires effort to find?
Quiz
What physical element is usually eliminated in speakeasies to create a sanctuary from modern city life?