You’re walking down Norfolk Street in the Lower East Side, dodging delivery bikes and smelling the faint scent of dollar pizza, when you see it. A gate. It looks like it belongs to a scrap metal yard or a particularly unloved apartment building. There’s a sign that says "Lower East Side Toy Company." It’s a lie, obviously. If you’ve spent more than twenty minutes researching nightlife in this city, you know that behind that rusted metal is a staircase leading down into a dark alley, which eventually leads back up into The Back Room NYC.
It’s one of the only "hidden" bars in the city that actually operated as a speakeasy during Prohibition. That’s the thing people usually miss. While every midtown lounge is slapping some velvet wallpaper on the walls and calling themselves a speakeasy, this place has the literal pedigree. Meyer Lansky and Lucky Luciano sat here. They weren't there for the "vibe." They were there because you could get a drink without the cops busting down the door, and the escape routes were already built into the architecture.
Honestly, the first time you go, it feels a bit like a gimmick. You walk through the dark, slightly grimy alleyway, wondering if you’re about to be mugged or if you’re actually in the right place. Then you hit the door. The interior is a total 180. It’s all velvet, crystal chandeliers, and glowing wood. It’s cozy. It’s dark. It smells like old books and expensive gin.
The actual history of the Lower East Side Toy Company
Most people think the "Toy Company" sign is just a clever branding trick thought up by a marketing agency in 2005. It isn't. During the 1920s, the space really did use a toy business as a front. The Back Room NYC was known then as "The Back Room," a name so literal it’s almost funny. It was a primary meeting spot for the "Board of Directors" of the Jewish mob. We’re talking about guys like Bugsy Siegel.
The geography of the place was its greatest asset. Because the entrance is tucked away behind a street-front building, lookouts had plenty of time to signal the patrons if the NYPD started sniffing around. If a raid happened, there was a secret exit behind a bookcase. It’s still there. You can see it. It leads out to a different street entirely, providing a seamless getaway for anyone who couldn't afford to be seen with a glass of whiskey in their hand.
It’s rare to find a spot in New York that hasn't been completely gutted and turned into a sterile version of its former self. While the current iteration of the bar opened in the mid-2000s, the bones are original. The sense of secrecy isn't manufactured; it's inherited.
Why everyone is drinking out of teacups
If you order a cocktail, it’s going to come in a white ceramic teacup. Your beer? It'll be wrapped in a brown paper bag. This isn't just because the owners think it looks cute on Instagram, though let's be real, it definitely helps their social media presence.
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During Prohibition, if the police walked into a room and saw a bunch of people drinking out of teacups, they’d assume it was just a very late, very rowdy tea party. It was the ultimate "nothing to see here" move. The Back Room NYC keeps this tradition alive. There is something deeply satisfying about sipping a stiff Old Fashioned out of a dainty porcelain cup while sitting on a red velvet sofa that looks like it hasn't been moved since 1924.
The drinks themselves are surprisingly good. Often, these "experience" bars coast on the atmosphere and serve you overpriced rail spirits. Here, the cocktail program is tight. They lean heavily into the classics—Bee’s Knees, Ward Eights, things that taste like the Jazz Age. They don’t overcomplicate it. You won't find liquid nitrogen or foam made of toasted hay. Just well-balanced drinks that kick like a mule.
Navigating the door and the "hidden" bookcase
Getting in isn't as hard as it used to be, but it’s still not a sure thing. On a Tuesday night, you can usually stroll right in. Friday at 11:00 PM? Good luck. The bouncer at the gate is usually pretty chill, but they do have a dress code that they enforce sporadically. Don’t show up in flip-flops. Don't wear a tank top. Basically, dress like you're going somewhere that matters, even if you’re just there to people-watch.
Once you’re inside, the real treasure is the back-back room. Yes, there is a room within the room.
Behind one of the large bookcases in the main lounge is a VIP area. It’s where the actual secret meetings used to happen. Nowadays, it’s usually reserved for parties or celebrities who want to disappear for a few hours. If you get a chance to peek inside, do it. The atmosphere shifts from "lively bar" to "hushed conspiracy" the second that bookcase swings shut.
- The Entrance: Look for the "Lower East Side Toy Company" sign at 102 Norfolk Street.
- The Alley: Don't be scared. Follow the stairs down and walk through the paved alleyway.
- The Vibe: No standing at the bar. If it's full, you'll have to wait. It keeps the room from feeling like a crowded subway car.
- The Monday Night Jazz: If you want the peak experience, go on a Monday. They have live jazz, and the energy is electric. It feels less like a tourist trap and more like a local secret.
The things nobody tells you about speakeasies in 2026
New York is currently flooded with "speakeasies." You can find them behind phone booths, inside taco shops, and tucked away in the back of dry cleaners. Most of them are fake. They were built two years ago by a design firm to look old.
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The Back Room NYC is different because it feels lived-in. The floors are a little uneven. The air is thick. It doesn't have that "Disney-fied" version of history that you get at some of the newer spots in the West Village. There’s a certain weight to the room.
One thing to keep in mind: it gets loud. Despite the plush furniture and the "hidden" nature of the place, it’s a popular spot. If you’re looking for a quiet, romantic corner to propose, maybe pick a weeknight. On weekends, the music is pumping, and the crowd is a mix of locals, savvy travelers, and the occasional bachelor party that managed to find the gate.
Also, it's cash only for the coat check, or at least it was last time I checked. New York changes fast, but some things stay stubbornly the same.
Actionable steps for your visit
If you're planning to go, don't just wing it. The Lower East Side is a maze of great bars, but The Back Room NYC requires a little bit of strategy to enjoy properly.
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- Arrive early or very late. Between 8:00 PM and 11:00 PM on weekends is the danger zone for long lines. Aim for a 7:00 PM start if you want to snag one of the big velvet chairs.
- Check the schedule for live music. The jazz nights are objectively the best way to see the space. The music reflects off the walls in a way that makes the whole room feel like it's vibrating.
- Respect the "No Photos" rule where applicable. While people definitely sneak shots for their stories, the staff tries to maintain a level of privacy and atmosphere. Put the phone away and just be there.
- Explore the neighborhood first. Have dinner at Katz’s or Russ & Daughters nearby. It grounds you in the history of the area before you descend into the underworld of the speakeasy.
- Look for the bookcase. Even if you aren't sitting in the VIP section, just seeing the mechanism of the secret door is worth the price of a drink.
The Lower East Side has changed immensely over the last century. Most of the old tenements are gone or renovated into multimillion-dollar condos. The grit is being polished away. But for a few hours, sitting in a dark corner with a teacup full of gin, you can almost hear the ghosts of 1922 whispering about the next shipment coming in from the docks. It's one of the few places left where the "Old New York" isn't just a marketing slogan—it's the actual foundation of the building.