TELL US A LITTLE ABOUT YOUR COMPANY’S CONCEPT.

Our places have a special vibe, and people come here for more than just quality products and service. Our guests know that here they can forget about their problems, get away from their routine for a couple of hours, and really relax. Our concept is based on hospitality, exclusivity, and a cozy, home-like atmosphere. We follow these principles in everything we do, so our guests feel at home.

Our guests are very diverse: we have top managers, representatives of the entertainment industry, and start-up entrepreneurs. Our venues are divided into secluded zones, and we also have fully private VIP rooms. You can relax with friends over board games or PlayStation, enjoy your “me time,” or spend time with your precious half. Many guests come to work in a pleasant setting.

HOW DID THE CHAIN EVOLVE?

It all started in 2018 in the heart of Moscow, with a chambered and atmospheric place at Chistye Prudy. Then, a year later, we opened a second location. Construction on the third one was underway during the height of the pandemic, and this spring, we unveiled the fourth and largest space so far.

Every new place is different from the previous one, and I’m not just talking about size—although we went from 160 m² in the first one to 500 m² in the new location. I’m also talking about the interiors; each location is unique. For example, one of the venues is designed in the spirit of a private gentlemen’s club, while in another the interiors are reminiscent of scenes from The Great Gatsby. That’s my favorite place, to tell you the truth

FAVORITE AS A GUEST OR AS A DIRECTOR?

Both. It’s funny, but I first got involved with the project as a guest. Some friends brought me here, and I liked it so much that we started coming almost every day. Then, I saw that there was an opening for an operational director, so I joined the team.

WHAT DID YOU DO BEFORE YOU CAME HERE?

I’ve worked in IT my whole career, managing all kinds of projects, so I perfectly understand the product the company is creating. We’re talking about the IT system. First, we’re a modern tech company, not just a chain of lounge bars. Our team creates a unique product that allows us to manage financial flows, keep records of products, train staff, and improve customer service.

For example, our CRM system remembers guests' preferences, so we can offer a personalized experience. This includes details like the type of ice cubes to use in a glass and the guest’s preferred drink, like black tea with bergamot on Wednesdays or a bourbon cocktail made with walnut webs on Fridays.

This personalized approach is an important part of our premium concept.

WHAT DOES “PREMIUM” MEAN TO YOU?

Premium isn’t really about high quality and price; it’s more about customization and personalization. We’ve developed our own premium philosophy, which is based on the five core values of People, Wow, Virtue, Scale, and Design.

“People” refers to all the people who interact with the brand: guests, employees, partners, and our loved ones. They’re the core value of the company. And then, the “Wow” factor—that’s the response we’re looking for when we create our new products.  

We take “virtue and integrity” very seriously. We think of “virtue” as a way for us to connect with the world. We believe that business should be a noble endeavor, so the reputation is paramount.

Next, Scale: we build our work so that any process and result can be scaled. And, of course, Scale is linked to a focus on success—the fact that the company’s financial performance has grown 25 times in the last two years is a good illustration of this.

Design is at the heart of our brand.

ARE YOU GOING TO EXPAND ANY FURTHER?

Absolutely. We’re currently building another 800-m² spot, and it’s going to be designed in the style of fancy hotels. On top of that, we’re planning to enter international markets in 2023. We’re going to open in major European cities and in the Middle East.