Lulu’s Speakeasy — River North
Concept and bar program built beneath Storyville to activate an underutilized basement space and turn it into a high-performing secondary concept.
Results & Impact
Scope
Full concept development and creative direction
Positioning the basement as a standalone experience within the venue
Theme built around Lulu White and prohibition-era underground culture
Intentional shift toward a sex-positive environment tied to the concept
Development of “The Blue Book” tied into the identity of the space
Program
Cocktail menu designed for single bartender execution
Menu featuring 100+ cocktails using classic techniques
Focus on sugar, honey, and traditional modifiers rooted in prohibition-era builds
House syrups and prep systems built for efficiency
Operations
Program structured for one bartender handling full service
Staff training and execution standards
Integration of live burlesque and vaudeville performances
Controlled service environment designed for consistency and flow
Impact
Turned an unused basement into a revenue-generating concept
Built a distinct, sex-positive experience separate from the main floor
Created a high-volume, immersive environment with minimal staffing
