THE DOYLE BOOKROOM feat. THE 190 SPEAKEASY
THE BRIEF: create a storefront and associated deliverables for a business given the prompt words “fan“ and “PhD”
THE INSPIRATION
When given the prompt words of “fan” and “PhD”, our group was really inspired by Sir Arthur Conan Doyle, who is the author and creator of the iconic character, Sherlock Holmes. Sir Arthur Conan Doyle was a PhD graduate and 190 was the brilliant Sherlock Holmes’s IQ.
THE EXPERIENCE
The Doyle Bookroom is a dark-academia inspired library that acts as the facade for The 190, a secret, exclusive speakeasy.
The Doyle Bookroom and The 190 are located in Cambridge, MA, home of Harvard University and are environments that are visually inspired by Old English pubs and storefronts.
The location was intended to be an oasis for the more sophisticated and older PhD students and professors amidst the college culture of Harvard’s campus, as well as providing a fun and thought-provoking experience that speaks to fans of brainteasers and mysteries.
THE JOURNEY
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 mystery 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.
If the visitor obtains all 12 speakeasy cards of the year, they are gifted an exclusive gold 190 pin.
THE MARKETING
The marketing for The 190 strays from conventional marketing strategies due to the subtle and secret nature of a speakeasy in the 1920’s.
The marketing materials imitate word of mouth and membership of secret societies.
GROUPMATES: Lauren Tarigo, Dustin Sites, Ramir Johnson