International restaurant group Noble 33, which owns a portfolio of high-energy, vibe-dining concepts across the United States and England, has debuted its first-ever speakeasy-style bar tucked away inside Toca Madera at 1755 Allen Parkway. Door 33 is a members-only lounge that acts as a window to the group’s other brands with craft cocktails, live entertainment, bottle service and dessert towers. Houston Food Finder was invited to the partake in the experience.

To enter the lounge, members must dial 33 on an antiquated rotary phone located at the end of  a glass mirror hall in the back of the restaurant. A host then opens a hidden door and asks the guest to provide their member number in order to be granted access (and provides a camera-covering sticker for all cell phones). As soon as you cross the threshold, the space opens up into a sultry, dimly-lit parlor with an entirely different aesthetic from Toca, courtesy of Noble 33’s in-house design firm Monochrome. The lounge is stylish and sleek, with flickering candlelight bouncing off of polished wood, comfortable velvet green banquettes, intimate lighting and brass accents. The space is further decorated with fixtures found across Noble 33’s restaurants to tie the theme together. 

For now, Door 33 has no social media channels or website to maintain an air of intrigue, but chief marketing officer Matt Smith says to expect occasional teases on Toca Madera’s channels. With this endeavor, the company wanted a standalone project that subtly combines elements from all of the group’s concepts. “Often, when a space is connected to another space it can be an extension of the original,”  explains Smith. When sharing what separates the lounge from other local speakeasy-style bars and from Noble 33’s other restaurants, he added that “[Door 33] is totally different from what’s out there [in Houston]. The vibe, food, music, furniture and décor is a completely new experience.” While the Houston outpost is currently the only location, there are plans for more.

There are flourishes of destination déjà vu. From a dessert tower which took me back to The Office below The Aviary, or a wall of decorative skulls and design cues that evoked the layout of GIN GIN in Roma Norte, and a no-photo policy similar to celebrity hideaways such as The Polo Bar in New York City or Austin’s Powder Room, there are numerous nods to popular cocktail culture. I think of it as an en vogue anamnesis. For a local frame or reference, it’s perhaps most similar to James, the members-only speakeasy next to Permissions Whiskey & Service Co. in the Heights. 

The cocktail menu features standouts from the group’s collection of restaurants, with early favorites such as Sparrow Italia’s Flashy Ways built with Grey Goose vodka, poached pears, elderflower, butterfly pea flower, pink peppercorns, lime and prosecco with a Mad Hatter-esque tableside presentation, Casa Madera’s Mint Condition with Gran Coramino Reposado Tequila, ginger, honey, lemon, lime and mint, and the Fig & Honey, Mēdüzā’s boozy, baklava-infused bourbon cocktail smoked in a large glass dome cloche with a rustic wooden base flanked by sprigs of rosemary. Some may scoff at the trend, as the smoke contributes little in the way of flavor beyond the initial sip — and in most cases it’s all butane — but gosh if they aren’t fun to look at. In this instance, the woodsmoke is balanced by fig and honey butter-washed Old Overholt Bonded Whiskey, tarragon-infused Pedro Ximénez sherry and bitters. 

It’s a well-rounded selection with solid offerings and signature takes on the classics, including the Zen & Tonic, No Sleep and Rye of Passage, which expand upon the respective recipes for the well-known gin and tonic, carajillo and boulevardier with luxe ingredients and creative twists. Drinks range in price from $17 to $26, but if you’re not into liquor there are a handful of wines available by the glass and over a dozen featured bottles of Champagne to set the mood (further enhanced by live musical performances throughout the evening.)

It’s a great option for after-dinner drinks or a luxe night out. If you still find yourself a mite peckish, guests are offered a tray of seasoned popcorn, cashews and chicharrones de harina to nibble on during their stay but the only other food option at the moment is the Door 33 Dessert Tower, a shareable display which includes small cakes, toffee and truffles.

Membership is mandatory for entry to Door 33, but this “great passion of human nature” is a selling point, marketing strategy and key component for the restaurant group. Like Derek Zoolander nonchalantly hanging out with Winona Ryder in the VVVVIP room in the 2001 Ben Stiller comedy, there’s a draw to exclusivity. (Geez, that reference is old enough to drink!) This premium benefits program goes by the name Noble Noir. For an annual rate of $2,000, members can enjoy perks and priority reservations across all of the associated hotel partners and restaurants including Toca Madera, Casa Madera, Sparrow Italia, Mēdüzā Mediterrania, which has a Houston location opening this summer, and the upcoming 1587 Prime in Kansas City.

There are also exclusive food and beverage offerings, discounts and credits, access to private spaces and events, and a complimentary annual membership with Alto, the group’s rideshare partner, which includes 10% off all rides. The program additionally includes special rates at The Thompson next door, Moxy in Miami, Mondrian in Los Angeles, Gansevoort in New York, W Hotel Scottsdale and across all 1 Hotels properties including Brooklyn, Mayfair, Central Park, Toronto, South Beach, Nashville, West Hollywood, London, Hanalei Bay and Baccarat Hotel in New York 

Door 33 is open Thursday through Saturday from 7 p.m. until 2 a.m. Valet parking is available through the Allen Parkway entrance to Toca Madera for $10. No video or photography is allowed inside the lounge.

Mario-Sebastian Berry

Mario-Sebastian Berry is a wine and spirits vendor who has been in the hospitality industry since 2002. Currently, he represents Blanco, Texas-based Andalusia Whiskey Co. He holds numerous wine, beer and spirits certifications including Certified Sommelier. Somehow, he also finds time to be Houston Food Finder’s associate editor and social media manager.