à toi is an upscale lounge featuring a speakeasy-style 1920’s Paris setting (think Midnight in Paris), targeting 28-35 year old women who go out regularly and want to be treated well. It is primarily a bar, with a very limited food selection of dry items (nuts, cheese platters, trendy pickled goods).
The lounge includes a number of differentiators, matching trends in New York and LA. These include a non-descript entrance, an unconventional location and building, a secret room with invitation-only access, occasional live entertainment (burlesque, singers, Tarot reader) and dedication to a specific music format, in this case, acoustic chill covers of popular music and sometimes jazzy 1920’s hits.
There are also a number of character-based elements to the experience. The servers are performers. Within the lounge waiters have back stories that represent them as the pre-success version of 1920’s era artists, like Ernest Hemingway. They don’t proactively discuss their backgrounds, but the information does occasionally come into play in a surprise fashion.
Finally, the name à toi comes from the french for “to you”, more colloquially, “it’s your turn”. The implication being that we built it, now it’s up to you to enjoy it.