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
Quiz
Which neurotransmitter is released in the brain when a person successfully solves a puzzle or finds a hidden entrance?
Quiz
What physical element is usually eliminated in speakeasies to create a sanctuary from modern city life?
Quiz
What architectural design technique uses contrasting small and large spaces to create a dramatic impact?
diego Speakeasy Secret Psychology
Seek the hidden door Find what's rare, feel the thrill, want more.
Quiz
What psychological effect makes a destination feel more rewarding when it requires effort to find?
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.
Quiz
How does the architectural technique of 'compression and release' make the final room feel?
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.