An Interview with the mystery man behind Bar Secreto.
Bar Secreto is the kind of place that lives in your imagination: Did the DJ really just doodle on your hand with a neon highlighter? Is that slightly beat-up leather couch actually sitting outside the club’s front door or are you just having a David Lynch moment? And that guy…you know, the one wearing the glittery tap-dance outfit, is he really dancing with one of São Paulo’s most sought-after playboys?
On any given night, the narrow clandestine-like street, home to Bar Secreto, buzzes with an odd mix of characters. Here, ultra-preppy Gossip Girl types meet São Paulo’s underground in the know. It’s a rare scene in any city, not to mention one especially known for its social stratification.
Madonna recently spilled the well-kept “secret” by selecting the venue to host her after party. Considering the whole Jesus Luz thing, one can only wonder, Blame it on Rio? Or Blame it on Bar Secreto?
In an exclusive interview, the owner of Bar Secreto- an individual who is every bit as secretive as the name of his club suggests, talks about creating what is arguably São Paulo’s hottest party.
Ines: How did you come up with the idea for Bar Secreto?
Bar Secreto: The house belongs to our family. We wanted a place for more mature people to party. We wanted to promote cross-cultural encounters in a city where everything is segmented. We wanted a place where money would not rule. And finally we wanted to give people the sensation of a home away from home.
Ines: Why did you decide to play on this whole idea of keeping it a “secret?”
Bar Secreto: We believe in the intelligence of people, and these people prefer to discover rather than to be discovered.
Ines: One thing that’s really unique about Bar Secreto is the extreme diversity of its clients which is extremely rare in a stratified society like São Paulo. Was this “mix” of individuals something you intended for when you opened the bar?
Bar Secreto: Since the beginning. It’s a belief. It’s a necessity. It’s a fight.
Ines: Bar Secreto obviously gained major international exposure when Madonna decided to have her after-party there. What was that experience like for you?
Bar Secreto: It was unexpected. Strangely, it was a very cool party in itself, even apart from the whole celebrity factor. We have good memories from that night because we like to make people feel at home. And this definitely happened…even on that night.
Ines: In this era of Warhol’s “15 minutes of fame” we live in a celebrity obsessed culture. The nightlife scene is a direct manifestation of this. Personally, what does celebrity culture mean or symbolize for you?
Bar Secreto: Nothing. We never tried to bring well-known people to the bar – they come on their own. This is not what makes a good party.
Ines: Besides creating effervescent venues like Bar Secreto, what do you do in your spare time?
Bar Secreto: What a personal question.
Ines: It’s interesting that someone so “low-profile” and “secret” like yourself started such a vibrant club. How do you explain that paradox?
Bar Secreto: The place is low profile – humble – this is what makes people at ease to party and the venue more vibrant.
Ines: Who do you want to bring to Secreto in the future?
Bar Secreto: We like to educate people. Bringing them new sounds and new experiences – not necessarily the latest trend. We love the feeling of live music. We are in between a wedding party with amazing DJ’s and some avant-garde music that will initially frighten the crowd and then make them move.
Ines: Bar Secreto is very involved in the fashion world, in terms of the fashion parties thrown there, and all the fashionistas and designers who go there. How do you perceive the connection between the fashion world and the nightlife scene in Brazil?
Bar Secreto: Nightlife is visual. So is fashion. They both play with cultural codes. Apart from that, we like to promote Brazilian brands who are proud of their origins.
Ines: What’s the number 1 reason people should drop by Bar Secreto?
Bar Secreto: To meet nice people and to be entertained honestly.
Ines: As someone who has lived both in Brazil and abroad, what makes São Paulo nightlife special?
Bar Secreto: Intensity.