Amora Hotel Jamison Sydney has unveiled its latest gem, Brooksy Bar, a captivating addition to the city’s dynamic food and beverage scene. This innovative venture aligns with Amora Hotels & Resorts’ vision of merging forward-thinking hospitality with daring F&B concepts. Brooksy Bar not only strengthens the group’s collection of cutting-edge lifestyle destinations but also sets a new standard for hotel bars aiming to surpass the ordinary.
A 1920s-Inspired Speakeasy Experience
Brooksy embraces the irresistible allure of a speakeasy, responding to Sydney’s growing appetite for themed, intimate bar experiences. Nestled in the heart of York Street’s vibrant bar and restaurant scene, Brooksy transports guests back to the golden age of the 1920s, offering a nostalgic retreat into an era of opulence and sophistication. Its carefully curated design, paired with a timeless ambiance, creates an enticing atmosphere for those seeking a lavish escape into the glamour of yesteryears.
Every detail within Brooksy has been meticulously chosen to evoke a sense of luxury and exclusivity. The bar itself is a visual masterpiece, adorned with exquisite Italian marble and crowned by an eye-catching metal light installation that wraps around the structure. Guests are invited to sink into plush velvet banquettes, while the rich French oak flooring, etched with intricate metal motifs, further enhances the venue’s sensory appeal. Brooksy’s fusion of vintage elegance and modern craftsmanship transports guests to a world where indulgence and charm reign supreme.
“In a city where consumers crave novel and immersive experiences, the speakeasy model fits perfectly,” said Narej Farik, Group Director of Business Development & Asset Management, Amora Hotels & Resorts. “Brooksy sets itself apart by combining historical elegance with modern sophistication, and in order to re-create the authentic vibes of the 1920s era, we spared no expense in sourcing for the right materials with the right details and textures for the design.”
Synergising Business Operations and Creative Inspiration
Amora Hotels & Resorts recognizes the importance of balancing creativity with operational excellence. “As a group, we believe that process leads to success. Establishing clear guidelines for food preparation, presentation, and service across all locations helps maintain consistency while allowing room for creative variations,” said Hemant Dadlani, Group Executive Chef, Amora Hotels & Resorts.
This focus on both creativity and operational considerations allows Amora Hotels & Resorts to make informed decisions by analyzing sales data, customer preferences, and feedback from different platforms to identify popular menu items, seasonal trends, and areas for improvement. This approach ensures that the culinary experience remains fresh and exciting while maintaining high standards of quality and service.
Setting the Standard in Sydney’s Bar Scene
Sydney’s bar scene is a constantly evolving landscape, shaped by shifting consumer tastes and a growing demand for experiential dining and drinking. To capture the attention of today’s discerning patrons, bars must deliver more than just great drinks. Brooksy embodies this transformation by providing a carefully crafted blend of entertainment and themed events, appealing to guests who crave more immersive, memorable experiences.
Brooksy’s unique approach reflects the changing expectations in the industry, where atmosphere and curated experiences are just as important as the menu itself. By tapping into this trend, Brooksy positions itself as a standout destination for those seeking a bar that combines creativity, engagement, and an elevated sense of entertainment.
Echoing this shift in preferences is a report by Ibisworld1, where statistics show that industry competition “has evolved from focusing on price to offering quality services and products.” The report also indicated that venues are “increasingly targeting higher-income patrons through high-quality food and drinks, refurbishments and the introduction of cocktail bars, licensed restaurants and bistro facilities.”
A Multi-Sensory Experience
Coming up with a unique concept for Brooksy’s drinks and food menu was just one of the key decisions. Importantly, it was about amplifying the experiential value of a visit to Brooksy. “From the dramatic presentations of cocktails and the lavish absinthe fountain to the roving whisky trolleys and tableside entertainment such as fortune telling, we present a backdrop that is Instagram-worthy and memorable. It is no longer just about getting a drink during happy hour,” said Michael Thom, Director of Food & Beverage, Amora Hotel Jamison Sydney.
“This concept has been pivotal in cutting through the thriving but competitive bar scene in our vibrant city.”
A Vibrant Calendar of Events
Since its grand opening in July, Brooksy has been steadily building momentum with a robust schedule of events designed to engage and entertain guests. Michael revealed that the team is spearheading a series of regular spirit tastings in collaboration with a variety of renowned brands, offering visitors a chance to explore diverse flavors and deepen their appreciation for fine beverages.
In addition to these tastings, Brooksy is bringing in live entertainment, featuring talented musicians such as jazz pianists and acoustic guitarists, to create a vibrant atmosphere that keeps patrons coming back for more.
Expanding the Experience
To further enhance the guest experience, Brooksy is set to unveil a new courtyard area, providing a relaxed outdoor space for those who prefer a laid-back setting while enjoying the city’s lively ambiance. This outdoor section will offer a refreshing change of pace, allowing guests to unwind in an open-air environment, all while soaking in the urban energy of Sydney. With these thoughtful additions, Brooksy aims to create a well-rounded experience that caters to a variety of preferences, making it a go-to destination for both locals and visitors alike.
The Future of Hotel F&B
“The opening of Brooksy is a strategic move to harness the evolving tastes of consumers who value not only the quality of their drinks but also the ambience and storytelling behind them,” added Michael. “Ultimately, in order for a bar to thrive, one has to be unique, provide impeccable service and present offerings that change and evolve alongside consumer demands.”
Looking ahead, Farik shared: “Brooksy’s innovation and strategic management model position it as a leader in transforming hotel F&B offerings, paving the way for others in the sector. With continued investment in quality, atmosphere, and customer engagement, Amora Hotels & Resorts remains committed to redefining excellence in hospitality.”
