The Blond

Bar · SoHo

The Blond

Bar · SoHo

2

11 Howard St, New York, NY 10013

Photos

The Blond by null
The Blond by
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null
The Blond by null

Highlights

Nestled within the chic 11 Howard hotel, this upscale nightspot serves up expertly crafted cocktails and a vibe that's both dark and sexy.  

Featured on Michelin
Placeholder

11 Howard St, New York, NY 10013 Get directions

11howard.com
@11_howard

$$$$

Information

Static Map

11 Howard St, New York, NY 10013 Get directions

+1 212 235 1111
11howard.com
@11_howard
𝕏
@11howardnyc

$$$$

Features

payment credit card
reservations
wifi
Tap to pay

Last updated

Mar 13, 2025

Powered By

You might also like

Terms of Use • Privacy Policy • Cookie Policy
 © 2025 Postcard Technologies, Inc.
@michelinguide

"Chic and moody, The Blond is where downtown’s fashion set comes to see and be seen. Located at 11 Howard, the space boasts gold accents and plush velvet seating, offering an upscale yet intimate experience. It’s the perfect spot for a stylish nightcap after dinner, or to mingle with the who's who of the art and fashion world." - Ty Gaskins

Hotels with the Best Nightlife in New York City
View Postcard for The Blond
@goop

"Aby Rosen's new nightclub, which spans the entire second floor of Nolita hotel 11 Howard, is supposed to be a total scene at night (that is, if you can catch it on a date when it's not closed for events), but we actually like it just as much in the early evening for after-work drinks. The room is lined with velvet banquettes and a long bar that's lit from underneath, with bouquets of cherry blossoms and fresh blooms in every corner. "

The West Village & Soho Guide
View Postcard for The Blond

Christine

Google
I haven't been here in a while. I'm a blonde and like Marilyn Monroe, so I always enjoy this spot. The music is always good, and it's a cute vibe with no issues, even in my sneakers, but I did see people get denied. So if you are a man, dress appropriately. I have never stayed at the hotel.

Jae Lopez

Google
I have never felt more disrespected and disgusted in my life by an establishment. I was denied service due to my size I am 220 pounds I have recently been on a health kick and I have lost 20 pounds in the last two months. I was out for a friend’s birthday having a great time. And was told at the door I can not get in because I am too big I was walking in with 8 beautiful girls including myself and I have never been treated so inhuman by people. If you are a little over weight I would never recommend this place in my life. The men at the door are bigger than me I would even say 2x. I had been there previously with no problem but this this is unexpected. I would hope none of their family members will ever experience this treatment.

Juan Meza

Google
TLDR: Go literally anywhere else - the staff at this place are extremely rude and drinks are on the pricier side. I will start off by admitting that the space itself is quite nice. If you're able to get in (which apparently is a big "if"), you'll notice it's not too crowded which is probably related to the other reviews mentioning how the bouncers turn people away who aren't conventionally "attractive". This is already terrible, however my issue was that the staff (specifically the bouncers and the bartenders) are on power trips. Towards the end of the night I asked a bartender for two waters that were desperately needed for someone in my group. He proceeded to be extremely rude to me - even when I offered to tip him generously! Hilariously enough, this loser threatened to end my night "the hard way" even though this interaction happened like 30 minutes before closing. It's pretty clear why this place can't even hit 4 stars, and its already low rating will likely continue to decline.

Caroline Song

Google
We were refused water at this establishment by one of the bartenders. Some of the girls in my group needed water, but when politely asking if the bartender would be able to serve us some water when he had a spare moment, we were denied. Instead, he started yelling. I’ve never seen this happen at any bar before and it is so dangerous to refuse to serve water to anyone who asks for it during a night of drinking.

Patrick Yan

Google
Got a table here for my bday for 20ppl…had an amazing time - the scene, music, service all excellent. Overall, an elevated but still very fun experience. Highly recommend!

Clay Hackett

Google
Let’s get this out of the way: the signature cocktails are $24 apiece. But they’re really tasty and well made, the decor of the place is great, and the bartenders are experienced and friendly and stylish. If you’re staying at 11 Howard, you’d be remiss to not have at least one drink here.

Brian Zarnoch

Google
The gentleman that looks like Jeremy Allen White is easily the best bartender I’ve came across. Killed it back to back years on NYE. Incredibly efficient and talented. 2 stars for the lady working the side of the bar closer to the bathrooms.

Gabor Lorincz

Google
The hotel was OK but not 5 star as it was advertised - rather a three. I booked last minute through a travel site and I was disappointed because I stayed in 5 star hotels before. It is an alternative hotel in Tribeca. Rooms are clean, but the furniture, amenities and the hotel are far from being a five star hotel. I checked in 25th Dec and stayed one night. Because of Christmas everithing (gym, spa) closed at 4.30 PM. The valet parking is 75 USD - that is the only available option so I parked on the street. Furniture is cheap and worn. Room view is on very close building walls with paint coming off and an ugly roof. Lobby is tired, there were two guys behind a desk in sweaters - that was the reception. The guys were nice and knowledgeable but this is it. Breakfast is a la carte and is not included in the room price. The place is more a community room than an eating area - I went to a Starbucks instead that is 200 yards from the hotel. All in all if you just want to crash in a three star facility - this is it. If you want more you should look elsewhere. The pictures on their website are very misleading.

Jessica S.

Yelp
Too crowded, and some of the guys here are really gross and forward. Had a promoter table but it was so crowded there was still nowhere to sit

Tiffany H.

Yelp
The place has a speakeasy feel. Gorgeous bar. It was a bit loud so hard to carry on a conversation. I love the coasters, they live up to the name! Drinks were great! Service as expected on a busy night, catch the bartenders attention!

Tiffany S.

Yelp
Came with a friend on Friday night around 9:30pm. The vibes were very chill and relaxed since it wasn't crowded yet. We ordered a cocktail and chips & guac to snack on. The cocktail was normal but a little too sweet for us. The guac was basically just mashed avocado with pickled jalapeños on top, no seasoning, no salt. The vibes and music started picking up after 10pm as more people arrived. If you're just here to chill with friends, you should come before 10 to grab a table by the couches to sit back and relax. I'd give 3.5 if I could because even though I liked the relaxed ambiance and their bathrooms are very clean and spacious, the guac was disappointing.

Avivi W.

Yelp
Went out her on a Friday night and it was okay! The staff here were super friendly and nice! My friend lost her phone and they were able to help her find it immediately! The bathroom staff and security were also super sweet and very attentive! However, I wished the music was better and it did get pretty crowded here later on into the night.

Larissa M.

Yelp
This is the loudest nightclub in the world. Hours are incorrect on here, it's open until 4am most days. The clientele is 100% bridge & tunnel - they're the outcast of the neighborhood & local community due to their constant ridiculous volume.

Rose Q.

Yelp
Lovely ambiance and very good drinks. I also heard the burger was tasty as well. The service was standard good. We arrived early, and the later the more people showed up. The location is also great. It's a nice spot to hangout after a long day of shopping.

Nicholas C.

Yelp
Now, whenever I imagine a sexy bar, I'll imagine the Blond. Nestled on top of a hotel entrance in soho, this unassuming stairway leads straight into a dimly lit bar with an unimaginably long countertop and ample low cushion seating for an evening out in New York. The vibes are high end and the crowd fits the space perfectly. I was here for an event but I can easily see this place being the go-to spot on a Friday or Saturday night. Come here with your fashion game on point and you'll be sure to feel right at home, especially with one of their crafted cocktails in hand. Come single, on a date, or with a group of friends. At a spot like this you're bound to have a surprise by the end of the night.

Rajiv K.

Yelp
I had a fun time. Well crafted cocktails and chocolate chip cookies. Apparently my cookie order caused a bit of a stir among the other patrons that didn't see this option. My accomplishment for the week is done!

Christian B.

Yelp
Visited here for the first time, and I really enjoyed it. The vibes were great, drinks were good, place was clean. The drinks and "snacks" were wildly overpriced, but that's standard for cocktail lounges in the city. I settled for an Asahi beer, which was modestly priced comparatively, and it worked out great. I see a lot of the complaints are due to it being busy, we went on a Thursday and it was sparsely packed, we managed to secure the corner booth after just walking in. That being said, the staff came back to check on us infrequently but I believe we caught them on a shift change so I won't hold that against them. If you're looking for a vibey lounge to enjoy a post work drink, and you have a little money to spend, I'd recommend this place each time.

Daiton D.

Yelp
Pretty terrible service, honestly. We stayed at the 11 Howard hotel and had a food/bev credit to use, so we thought we would have a few drinks here. The cheapest cocktail on the menu is $22, and our drinks were good. The waitress came over when we arrived and we got our drinks quickly. Then, we basically didn't see her again. I went up to the bar to order another round and then did the same thing to get our check. The ambiance is nice but for a higher-end establishment, I expected more.

Chris F.

Yelp
They literally tried to charge me $400 to get in with 30 mins left of service. Complete joke of a an establishment.

Julia F.

Yelp
The bouncers are so beyond rude. Worst experience of my life trying to get in and my friendl was racially discriminated against. Two nights in a row of this I'm never coming back. Don't go you'll regret it immensely. Worst place ever

Jiwon K.

Yelp
Not sure why all of the negative reviews. Stopped by on a Thursday evening around 6 PM for a an after work Hendricks and seltzer with two limes. Bartender is dressed in a crisp, white button down, and though not immediately "friendly", I get it - we're not friends; nonetheless, he's professional and attends to me immediately. Cocktail prices? Reasonable - less than $20 for a glass. Gorgeous, blonde table girl is warm and QUICK to get me a glass of water once I am seated on their plush, velvety couches. Vibe is chill, infused with low but not-quite whispered conversations and dim lighting. Music? Think Michael Jackson-esque pop/disco(?) and at the perfect volume. Stop by with a co-worker, friend or date on a weeknight and you'll have what I'm having. P.S. most of the patrons are as described above (calm, cool, and classy) but one just walked in whilst I was writing this review - someone who is CLEARLY in need of desperate attention. You know the type - loud, annoying and tells the waiter that he wants the "usual" - like, what? The waiter literally did not recognize you and had to ask you to be more specific. Don't be obnoxious when you arrive and we can all collectively work to keep this spot chill AF.

Foxy C.

Yelp
I know clubs usually have bad reviews, other than the drinks at the bar. This place was just basic and okay. Music is outdated. Drinks are over priced.

Archie A.

Yelp
HORRIFIC experience and RACIST. I attempted to get a bottle for my best friend's birthday. For whatever reason, the server was "unable to process my payment." Out of nowhere, I was assaulted by the bouncers and forced outside without any of my belongings. With no jacket or explanation why I was being kicked out, I was left in the cold and embarrassed, while my friends enjoyed the evening inside. To be clear, I was ASSAULTED and thrown out. They gave me no answers. I went home with no ID, no debit card, and no jacket. The next day, I called multiple times to get my belongings and did not get any answers. I followed up by email and continued calling, to no avail. After two days, they sent me to security who told me they found my jacket but not my ID or card, which had been confiscated by the server (for no legitimate reason). Out of desperate need for my property, I went back to the Blond and was told that the manager had taken them to the Police. This was a lie. I discovered that the precinct she claimed to have dropped off my things at did not exist. I have to travel tomorrow and am left with no ID and no debit card. I've gotten the police involved and intend on legally pursuing this incident. No one should be treated this way. I am certain I would have been treated differently had I perhaps not been the only African American person there. I did not want to make this public, but I feel it is important to address this issue.

Ryan C.

Yelp
The doorman here was a real dick to me 2 years ago. Let 6 dudes in ahead of me while I was just waiting there by myself as the only one in line so I could meet up with my girlfriend and her friends, say happy birthday to her friend and head off to my desired location. The doorman thought he was so cool not letting me in but then 5 girls had to leave because they didn't want to let my girlfriend leave by herself. Anyway, wanted to stop by on Yelp, leave a 1-star and ask how this place is doing now that they can't let anyone in. Karma came real swift and lasted over a year. Wonder when, or if, you'll ever be able to open and have a profitable sized group in here. :)

Chelsea B.

Yelp
I have been to this establishment 2 or 3 times. Do not expect to get in unless you know one of the bouncers. They are rude, ruthless and pretentious in the worst way possible. Great music and great vibe but good luck getting in. I have never encountered bouncers this cold-hearted. Many more spots to enjoy your time in the city.

Janice M.

Yelp
Apparently last night was "whites only" night. My friends and I were turned away told that we needed reservations to get in but other guests were let in without being asked if they have reservations. A kind Caucasian guest (who was not asked if he had a reservation) lied and said we were with him and then we were allowed in. We were the only BIPOC people there so it seemed like there was an active effort to keep BIPOC people out. And yes, we were well dressed and in the same attire as the other patrons.

Roue V.

Yelp
Drinks are delicious! Music choice is lagging. You can enjoy yourself but not too much because the DJ that plays or the vibes of the blond isn't very it. The drinks and aesthetic is pleasing to the eye. I love the art and costumer service.

Diallo R.

Yelp
my favorite place in NyC. Especially the Friday nights. Best music and coolest crowd i've seen there in years

Michelle R.

Yelp
I have no idea how this place is, but I do know that management is awful. I arrived on time for an interview (a set appointment not open call) and after waiting for 40 minutes without so much as an apology, I left. Would never work for a management team that clearly cares so little about other peoples time. And I will never go to this place for a drink either. There are far too many great choices in this city.

shay N.

Yelp
If you have been to The Blond, you are the lucky few who are either rich or beautiful, or are staying at the hotel or have rich, beautiful friends who are staying at the hotel. Or you got there RIDICULOUSLY early. That was me. Having a drink exactly at 5pm like an alch-emist. Trying to avoid the aggressive door policy, which starts around 10pm. The service is impeccable. The drinks are strong and tasty and appropriately priced ($15+). Obviously the decor is lavish, with long banquettes of blue velvet, antique mirror behind the glowing bar, suggestive but not offensive art. The spot-on lighting makes everyone look stunning or expensive. Ok so maybe not everyone at The Blond was rich or beautiful. Maybe they got there early and the great lighting did the heavy lifting, then the drinks did the rest? 4* because I'm a sucker for a good martini.

Maya M.

Yelp
This place was absolutely ridiculous and if you don't know someone already there they will be so rude. The drinks aren't even good at all. Honestly not worth your time

Lexi G.

Yelp
The vibe here is amazing. This place never disappoints. Great scene, strong drinks and amazing staff. This place is perfect for a chill but fun night out. Fashion week here is FIRE!

Kayla B.

Yelp
Worst host I've ever met by far. Honestly... just no. Pretentious for no reason. Next, next, next. I'd rather drink at a Taco Bell Cantina.

Agatha L.

Yelp
Nice bar in 11 Howard. Cocktails - pretty good & unique. Service - not bad. Good place to sit, talk and drink with friends! *thanks the staff at the door for the umbrella in rain!

Daniela G.

Yelp
Been here only a few times and the place is becoming my Southside replacement. Tucked in the relatively new 11 Howard Hotel, the spot is super stylish, both by the venue and the people that frequent this place. Has a vibe similar to Rose Bar at the Gramercy Hotel, from the drinks, velvet couches and music that starts heating up as the night goes by. The Moncada Mule was really good. A bit too sweet, but good. Strict door policy, so don't be offended if they don't let you in. Try another night, come earlier and try another outfit. Don't bother arguing. In the end, you either know the guys at the door or you can make them think you are another of the "cool kids". Follow for more cool spot alerts: instagram.com/danapgreco

Alex B.

Yelp
Bougie little spot with a good bit of bar space and a bunch of bigger booths for a group. Dark and vibey, usually playing some throwback rock tunes. And a fab spot to find a good number of bubbly options by the glass.

J O.

Yelp
Some of the worst and most overpriced drinks I've ever had... with quite possibly the most unpleasant crowd of people

Michelle M.

Yelp
Great spot for a nice cocktail if you are around soho shopping and just want a quick break. Love the 11 Howard the hotel is amazing.

Gina P.

Yelp
**Just leaving this review to warn women about the tall, large bouncer with a beard.** He made a sexually charged joke to my friend and was incredibly patronizing because of her appearance.

Danielle N.

Yelp
Not fully tracking on a lot of these comments as this is one of my spots and I've never experienced the below. While I've never had an issue getting in, I have seen a group of only males get turned away even at a fairly early time. Not saying I agree with this, but I suppose it's the sort of place that requires the girl/guy ratio because that's show business baby (especially at a spot like this). I've generally arrived around 10:30 -11 and have had no issue utilizing reserved tables until said party arrives. Totally fine, because I've gotten this down to a science. You come around this time, utilize the space and get your drink on. Those who reserved the table will generally arrive around the time you're starting to feel it and want to move to the dance floor anyway! The ambiance is great and music is poppin. Again, if you follow the above, you're sure to have a great night. Before you know it, the bar has gone from super low key to completely lit.

Shira S.

Yelp
Where to start? The twisty staircase that leads to the velvet couches on the second floor of the 11 Howard truly is heaven on earth. While the bouncers may seem intimidating at first, all they want is love and mutual respect. Give them this and you will gain the keys to the palace. Don't be alarmed if you walk in on a Thursday at 11 and the place is dead...it picks up after 12 and is one of the bouncers "favorite nights at the Blond." Truly cannot rave about this place enough. Went back every single night to dance under the swanky disco ball and meet potential soulmates. We feel safe and happy here. Thank you, The Blond.

John H.

Yelp
Not worth it. They force you to get a bottle in the club if you'd like to get in even though your friends literally have a table in there already. A total tourist trap. If you want to blow $600+ a night on a random meaningless party just so you can check in on Instagram where you are, go ahead. Otherwise a Saturday night in sounds 10000 times better than a night here!

Elton W.

Yelp
The Blond is a new Soho Lounge/Hotspot that's brought to you by the same owners of another favorite lounge of mine - Rose Bar at The Gramercy Hotel, and is part of the ultramodern 11 Howard Hotel that just opened. Get here early, like before 9pm, as the velvet rope shows up then and will be very hard to get through come late night (as at Rose Bar). And 'buying a bottle' won't work here. This place is not about bottle service, it's about being smart about getting in, or actually being on the list or knowing someone, or if they just like your look...and this doesn't mean girls in tight skirts & Louboutins, but rather, if they think you bring a different look or vibe to the place, guy or girl. Overall though, great cocktails, fun music and an attractive crowd. It's a lavish lounge designed by the crew at SPACE Copenhagen with plush velvet furniture, cool artwork and modern sculptures, all with a timeless crystal disco ball to dance under, lol. Good times here.

Via G.

Yelp
Sexy, sleek and velvet. DJ saved my life. Drinks were potent. Danced til my feet fell off.

Cynthia M.

Yelp
Dark, cool, mysterious lounge. Once you get in, you walk up a circular staircase to the second floor, where the place is located. The crowd is young, attractive, and has great style. The bartender was also extremely nice: We were waiting for our drinks for about 10 minutes, and he apologized for the wait and said the drinks were on him. We went around midnight. At this point, the place is a cross between a club and a lounge. Some people are sitting, most are standing, some people are dancing. The music was great, lots of hip-hop. Some girl purposely pushed me as she was walking past, but I guess that's not the fault of the establishment.

Jenny H.

Yelp
The place has a nice bar, but horrible staff and service! The woman bartender in the corner isnt friendly and should be nice to people. She was mediocre and rude. Not even up to par for Soho at all. Drinks are overpriced for getting a cocktail from someone who cant be bothered. It wasnt just my group, she ignored all of us and snapped when we asked for water. The food and music were on point so maybe its better to have a table with a waitress. Service manager!!! Please wake up, train your team and hire appropriate people

Ariel G.

Yelp
Absolutely ridiculous. Came to this place to have a great night only to have the bouncer refuse the only person in line (who was paying for our table) because "he doesn't like being lied to". Ridiculous service, and doesn't warrant the prices you have to pay. @TheBlond, you used to be a great establishment, but you should still respect your customers.

Lauren S.

Yelp
One of my favorite spots especially during the winter! It has a really great ambiance and vibe. They also have the best espresso martinis! The music is usually really good and also has a really great crowd most of the time. The drinks are a bit expensive but is worth it for the experience!!

Claude W.

Yelp
Certainly a nice place to bring a date or hang with your buddies. As you enyer the hotel on the 1st floor, it has a professional look to it. There are 2 door guys who are pretty big, but they are professional. As you enter, to the left there is a spiral staircase to go up, and the bar is to the right on next floor. Somber lighting, or mood lighting... the waitresses are professional and courteous. The bus boys are on point placing and removing food from your table. The music is enough where you can carry a conversation without shouting, which I noticed immediately. The couches are all velvet and comfortable. The bar is long and plenty of seating there. The charm is sitting with a date, and having a good time. They do have very expensive options. I ordered a shot of Tequula at $75 and the bartender measured it exactly 2 oz. That was annoying, and there is an automatic tip inserted in the check...That cost them 2 stars. I would have given a generous tip to Lisa who was so sweet and knowledgeable about the place. A very nice place for late drinks, but they need to improve on customer satisfaction.

Jon L.

Yelp
On the one hand it's a cute chic hard to get into lounge in the city. It's see and be seen type thing. Oh I went to the Blond last night, I'm so cool type of thing. In reality it's not bad. The crowd is a bit uppity, if you're into that thing. I never particularly enjoyed coming here, been here 3 times for a birthday and just drinks with friends. I can't hate on the place, but it's definitely all hype.

Young V.

Yelp
Good drinks but not a good experience. Been to many other hotels with upscale bars and not a one banned its own paying guests from visiting the bar after 10 pm. And since 11 Howard street advertises that they have a bar, this feel very sketchy. We're both easy on the eyes but still had to deal with a snarky blonde "american psycho" who wouldnt let us in. The hotel pulls long dirty grey drapes across the entrance to the bar after 10 pm. So there is no way to enter the bar from the inside. There is a lounge area called the library but that to ois blocked off after 10pm. So the shared bathrooms are no longer accessible.

Nichie S.

Yelp
Eh staff sucks but not gonna lie its iight its chill i liked the atmosphere id go again tbh good decoration and bar staff is kind spacious as fuck and good energy so theres that its nice

Kealani S.

Yelp
Had a great time at the Blond! It's a lounge up a beautiful staircase at the 11 Howard Hotel in Soho. We ordered drinks, and had the hummus platter and truffle flatbread, which were both delicious! Our waitress was beautiful and super sweet and attentive, made the experience really laidback and fun. The lounge itself is absolutely beautiful, with cool unique accents and touches (the Brigitte Bardot coasters for example.) can't wait to come back!

Sylvia L.

Yelp
Located upstairs from the 11 Howard hotel, this spot is dark and sexy. With well curated photos and comfy banquette seating on one side with small tables in between and then the bar, this is a great space for a party and it feels quite private. Met the hubster there for a drink before our dinner reservations downstairs at Le Cou Cou. This is a great bar with well made drinks. We were there around 6 and people started pouring it slowly but surely. We sat at the bar. Extra comfy bar seats, one drink easily became 2! He had the mule and I had the Lawyers Guns N Money. Both drinks were very good. They have these amazing coasters with actors and actresses faces in black and white. My drink was smooth, and served up with one large ice cube. Just the way I like it. This place gets packed later on in the evening I prefer to come earlier to skip the madness.

Corinna B.

Yelp
Great location, great cocktail - BUT... I didn't wanna buy a cocktail or glass of wine for $18, so I went for the apple cider. Five minutes later I was told that it was sold out. The waitress offered me to do a cocktail for $15-16 and I agreed. However, in the end they put a full price $18 cocktail on my bill. Pretty rude. It would've even been okkkkay, if I could've enjoyed the evening with my girls. But the music was SO loud, we could barely understand each other...I guess this place is better for dancing than to have chill drinks.

Vincent F.

Yelp
Rude, sexist bouncers letting in strictly groups of girls. Very exclusive & pretentious club with lots of sloppy drinking. Also, multiple friends have had negative experiences with drinking there, claiming they got extremely wasted and forgetful after one drink. SCARY. The only good thing I can say is if you're in soho and want to dance (even tho the dance floor is way too small) they play good music.

Urayoan M.

Yelp
Cool place Occasionally good music The servers are god awful Great scenery Would I pay bottle service to get in - no would I go back - sure

Natalia V.

Yelp
I'm not sure what they are trying to achieve but completely a disaster. Soho club type. Models & artists & bloggers and completely ignorant security that doesn't know what they are doing. Let's make the math.. someone that buys a "bottle service" will actually spend less than someone that will buy 25$ drinks over and over. My point is... let the right people in your club without the fuzz you'll get the right people spending money in your establishment. We got in after spending 15 minutes outside, after 5 magnums we where probably the only ones that spend that much in an hour leaving with a sour feeling. You don't want to be pushed buying bottles at the door.. you want to decide how you feel in the club. Oh... not forgetting it had nothing to do with "face control" but who you knew. Never stepping foot