Inside the Hidden Speakeasy Lounge at North American Motor Car
Tucked behind a wall of tools in a faux mechanic's office lies one of the most exclusive lounge experiences in Danbury, Connecticut. Welcome to the Speakeasy Cigar Lounge at North American Motor Car, a high-octane fusion of luxury, grit, and design ingenuity—brought to life by Assembly Design Studio.
Meet Assembly Design Studio
Based in Boston, Assembly Design Studio is a boutique restaurant design firm with a flair for storytelling through space. With over 60 projects in their portfolio, their work is defined by a reverence for history, atmospheric lighting, and a cinematic approach to design. “We take each project on as if we are producing a movie,” they explain. “Each one is a little different, and we wouldn’t want it any other way.”
Behind the Hidden Door: The Speakeasy Concept
When North American Motor Car enlisted Assembly to design a private speakeasy lounge, the brief was anything but ordinary. Concealed behind a seemingly utilitarian wall, this speakeasy caters to VIP clients who store and service rare and custom vehicles.
The challenge? Design a high-end hideaway that blends seamlessly into a luxury automotive facility while evoking a mood of mystery and indulgence.
Design Style: Grit Meets Glamour
From the moment you enter, the ambiance is undeniably masculine: dark millwork, animal prints, and vintage rock-and-roll memorabilia surround guests, while custom elements like limited-batch whiskey and tufted lounge seating immerse them in a world of decadence. The aesthetic is equal parts modern-day rebel and classic gentleman.
A Two-Part Design Experience
Assembly designed two distinct spaces within the North American Motor Car campus:
Glamour & Grit Bar: Located in the main building, this bar draws inspiration from the craftsmanship of custom motorcycles and cars. The materials—brushed aluminum, exposed brass, and modern-meets-classic detailing—reflect the artistry found in the facility’s shop.
Speakeasy Lounge: Nestled in the rear building that houses the car collection, this space offers a more immersive and opulent vibe. Think velvet, mood lighting, and the thrill of secrecy.
Tin Tile as a Statement Piece
With both spaces located inside expansive industrial buildings, ceiling design became essential in establishing each zone’s identity. “We needed a ceiling that encapsulated the individual spaces and created a vibe,” explains the team at Assembly.
American Tin Ceilings tiles offered the perfect solution. “We needed something classic, metal, and bad-ass enough to hang with all the other masculine details,” they say. Black and brass finishes complemented the overall design direction and elevated the suspended grid system—while also nodding to the materials used in high-performance automotive design.
Ceiling Strategy: Texture, Lighting, and Edge
The ceiling palette combines tin tile, mesh, and copper lighting elements—each chosen to echo the materials and edge of the cars being showcased. The tin not only enhances the acoustics and aesthetics but plays a functional role in defining zones within large, open areas.
Design Transitions: From Shop Floor to Luxe Lounge
Assembly skillfully navigated the transition between raw industrial energy and plush exclusivity. In the Glamour & Grit bar, the design pulls cues from the speed and mechanics of the shop—fast, brushed, and stripped-down. The speakeasy, by contrast, is slower, richer, and layered. Together, they create a dynamic spatial narrative that reflects both the brand ethos of North American Motor Car and the client experience it offers.
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