86

Situated on Kimpton Shinjuku’s rooftop penthouse, 86 is a bar offering craft cocktails inspired by the American Prohibition era. The team at SOCIAL F+B was engaged to conduct on ground market research and develop the concept and branding for this unique space.

Our concept for 86 was strategically developed with a deep understanding of key market dynamics. We recognized the significant impact that talented and well-known bartenders have on shaping a venue’s reputation. To ensure a consistently vibrant atmosphere, we emphasized the importance of a strong supporting staff and a clear philosophy. Our research also highlighted that customers respond positively to passionate staff and personalized service. 

Inspired by the target market’s love for Japanese speakeasies, we introduced a feminine-inspired venue that breaks away from the traditional masculine vibe. This approach not only differentiates the bar but also allows it to seamlessly integrate with the adjacent wedding event space, aligning with local market preferences.

Named after the historic speakeasy at 86 Bedford Street in NYC, ‘Eighty Six’ also signifies the code for ‘hide the booze’ during raids. Guided by our naming, our partner at HBA Graphics crafted a branding guide that vividly communicates the bar’s narrative. The logo cleverly incorporates wine bottles within the negative space, reflecting the secret code, while the overall color palette of black and dark purple conveys a secretive and exclusive ambiance.

Photo Credit: Kimpton Shinjuku Tokyo