The Doyle Bookroom — DUSTIN SITES

The Doyle Bookroom & 190 Speakeasy

BRANDING / EXPERIENCE DESIGN / ILLUSTRATION / PRODUCT DESIGN

Born from the challenge to create a storefront embodying the concepts of "PhD" and “Fan", The Doyle Bookroom & 190 Speakeasy is an immersive library and speakeasy located in the heart of Cambridge, MA, the home of Harvard University.

Drawing inspiration from the dark academia, The Doyle Bookroom is a scholarly, immersive library, rich with intellectual charm and intrigue. Hidden within this seemingly traditional space is The 190, a secret, Old English pub inspired exclusive speakeasy, accessible only to those who are true fans of unraveling a captivating mystery.

The bar was intended to be an oasis for the more sophisticated and older PhD students and professors amidst the college and party culture of Harvard’s campus.

The Mystery Begins.

Upon inquiring about The 190, visitors are given the first clue of a string of mysteries that the visitor must solve before gaining access to The 190.

After completing the series of mysteries and entering The 190, visitors are given a speakeasy card that allows monthly access until the mystery changes upon the start of the next month.

Our Membership & Marketing

The monthly access cards also act as a collectible, that come together to make a puzzle-like image. If the visitor obtains all 12 speakeasy cards of the year, they are gifted an exclusive gold 190 pin.

With The 190 being an exclusive speakeasy, the marketing had to take on an exclusive output as well. The majority of marketing would be done by word of mouth, as well as hidden messaging within marketing for The Doyle Bookroom.