Category
Lifestyle
Assisted Choices
Trend cluster
Category
Clandestine
Nightlife
Consumers seeking an exclusive experience turn to hidden bars.
4.9
Trend score
Trend
What is the Clandestine Nightlife trend?
Clandestine Nightlife: As consumers move toward more experiential nightlife choices, secretive, speakeasy-themed bars provide consumers with an exclusive, off-the-beaten-path experience. In celebrating the spirit of the prohibition era, bars and lounges can offer consumers an authentic exclusive experience accessible by being in the know, rather than elusive membership requirements.
Trend themes
Themes within the Clandestine Nightlife trend
Three behaviours holding the trend together01
Experiential Nightlife
Consumers are seeking more immersive and experiential options for their nightlife choices.
02
Authentic Exclusive Experiences
Bars and lounges are offering an authentic exclusive experience that is accessible only to those 'in-the-know.'
03
Clandestine Themed Bars
Clandestine and secretive themed bars are becoming increasingly popular for consumers looking for unique, memorable experiences.
Industry implications
What the Clandestine Nightlife trend means for industry
Where the trend changes the playbookFor
Hospitality
The hospitality industry can explore experiential nightlife concepts and offer unique themed experiences to guests.
For
Marketing and Advertising
Marketers can create secretive, exclusive campaigns that engage consumers while tapping into their desire for unique, exclusive experiences.
For
Retail and Entertainment
Retail and entertainment industries can benefit from the popularity of clandestine bars by incorporating similar themes or creating a similar sense of exclusivity in their own offerings.
Workshop question
Consider a mainstream form of entertainment, how can your brand take this in a new direction that would appeal to consumers looking for exclusivity?
Trend signals
Trend signals for Clandestine Nightlife
Trend score 4.9 out of 10, from popularity 72%, activity 68%, freshness 8%.
Popularity72%
Activity68%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Clandestine Nightlife trend
6 featured examples from Jan 18, 2015 to Dec 15, 2016CategoryMarketing
Password-Protected Bars
Bourbon & Branch is an Unmarked San Francisco Bar Serving Craft Cocktails
The hospitality industry can capitalize on the trend by creating exclusive and private bar experiences for customers.
CategoryLifestyle
Clandestine Retro Speakeasies
This Hong Kong Speakeasy is Hidden Behind a Stamp Shop
The hospitality industry, specifically bars and restaurants, can incorporate immersive storytelling and unique entry methods to create a memorable and immersive experience for cus…
CategoryArt & Design
Hidden Speakeasy Bars
Flask is a Lounge Found Behind a Vintage Coke Vending Machine
Disruptive innovation opportunity: Incorporate hidden bars into existing hotels or restaurants to offer unique experiences for guests.
CategoryLifestyle
Shoe Store Speakeasy Bars
Orlando's 'Hanson's Shoe Repair' is a Bar Hidden in a Shoe Repair Shop
The hospitality industry can create unique and exclusive experiences for consumers by offering hidden and exclusive bar venues that transport guests to a different time period.
CategoryLifestyle
Clandestine Karaoke Bars
Los Angeles' 'Blind Dragon' is an Asian-Style Lounge with Private Karaoke
Private karaoke booths and clandestine venues offer opportunity for innovation in the entertainment industry.
CategoryMarketing
Secretive Party Campaigns
Jagermeister's Undercover Games Used Snapchat to Reveal a Secret Party
Alcohol brands can create exclusive, immersive experiences for their customers through interactive social media campaigns.
