Signature drinks, vintage details, and a Roaring Twenties atmosphere. The atmosphere of the 1920s returns to the Isola district with a mysterious venue where every detail — from the soundtrack to the secret password to enter — is designed to bring you back to the era of Prohibition. We interview its owner, Alessandro Lazzari.
When you enter Milan's White Rabbit Speakeasy, you step into the alluringly secretive world of the Prohibition era, when the art of making cocktails was mixed with the thrill of illegality, and every drink was a clandestine luxury. This one-of-a-kind experience is the brainchild of Alessandro Lazzari, born in Milan in 1984 and raised with an insatiable desire to create and reinvent himself. After years of managing Isola del Telefonino, a mobile phone sales and repair business, followed by a stint in Sicily, in 2018 Alessandro returned to Milan's Isola district to start the White Rabbit, a speakeasy where every last detail harks back to the Roaring '20s.
With its secret password for entry, an atmosphere meticulously crafted down to the tiniest details, and a curated selection of signature drinks presented on quirky vinyl mini-disc menus, the White Rabbit is not just a bar, but an authentic journey through time. From elaborate cocktails that faithfully follow historical recipes to details inspired by the clandestine venues of yesteryear, Alessandro has created a space that pays tribute to Prohibition with a touch of style and mystery, transforming each visit into a memorable experience for those seeking something unique in Milan.
Alessandro, what inspired you to create a speakeasy in such a modern and dynamic city like Milan?
AL: I was born and raised between Sicily and Milan's Isola district; I've always wanted to bring something authentic and different to the area. Despite the abundance of venues, there wasn't a place that offered this one-of-a-kind experience, this return to the elegance and secrecy of Prohibition. So I designed a place where focusing on the customer and minute attention to detail were fundamental, and the result is the White Rabbit, a project that fills me with pride.
Who is your target audience? Is it what you first pictured at the start?
AL: Our target audience is mature clients who are interested in the history and music of the Prohibition era, particularly the Charleston, swing, and jazz. We prefer guests who are at least 21 years old and ask that they wear elegant attire, though it doesn't have to be strictly 1920s-inspired. Through our "instructions for use", we create an atmosphere that honors our theme, one that customers appreciate and willingly follow.
Using a secret password at the entrance is a truly unique detail. How did this idea come about, and how do customers typically react when they discover this singular feature?
AL: The idea of the secret password harks back to the authentic speakeasies of Prohibition, where a secret word or gesture was the key to getting in. Our password changes every year to match the theme of our cocktail list, and often our customers find this unique little detail to be intriguing and fun, adding an element of revelation and interaction that elevates their experience.
How do we get the password?
AL: Our bar isn't a secret: we want to be known, but we also want to maintain an aura of mystery about what's inside. To get the password, you have to follow our "instructions for use" provided with your reservation. This process creates an immersive experience, reserved for those who genuinely want to experience our philosophy.
When someone steps into the White Rabbit, what kind of experience do you want them to have? What are you trying to evoke with the setting and cocktails?
AL: Our goal is to make every guest feel at home, in a setting where attention to detail is evident. Each cocktail is carefully prepared, expertly balanced and tailored to the customer's tastes. We want to provide a complete experience, where the atmosphere, music, and drinks carry you back in time, creating something that's more than just a drink.
Do you have any interesting anecdotes about the secret password or customers' reactions to having to use it get to in?
AL: One of our passwords required customers to sing the chorus of a 1920s song: they often arrived at the door with the title, but when we asked them to sing the chorus, hijinks ensued. At one point, we also had customers come in through the front door and leave through the back door, leaving astonished passersby with the impression that no one ever left the venue.
As the venue grows in popularity, how do you maintain that aura of exclusivity and mystery over time?
AL: Entrance via a secret password and maintaining the mystery of what's inside fuels the aura of exclusivity. Even with our growing popularity, we want the White Rabbit to always be a revelation, a place where the full experience is revealed only to those who follow our philosophy and participate in our game of mystery.
What is the philosophy behind the creation of your cocktails? Is there a particular drink that you feel truly embodies the White Rabbit?
AL: Our philosophy is to create cocktails that reflect our guests' tastes, balancing tradition and innovation. So we can't be represented by just one cocktail, but rather by the full range of our creations, each one crafted to deliver a one-of-a-kind experience. A passion for detail and the art of mixology is the true hallmark of the White Rabbit Speakeasy.