Unlike the 20s and 30s, you won’t need a code or a special door knock, password or handshake to enter the new speakeasy-styled bar at the Amora Hotel in Sydney’s Jamison Street.

Named ‘Brooksy,’ Sydney’s new and trendy 1920s-themed speakeasy bar features chic art deco interiors. The bar is an alternative to loud, crowded bars; today’s speakeasies offer a more intimate and relaxed experience. It features cocktails from award-winning beverage director Brendan Hill, and guests can also enjoy a cleverly designed small-plate menu.

A speakeasy is a secret bar or nightclub operated illegally during the Prohibition era in the United States (1920-1933). The term “speakeasy” came from patrons’ need to “speakeasy” or quietly to avoid drawing attention to these hidden establishments, which often required a secret code to enter.

Showcasing this distinct, intimate bar was a lead-in for a small gathering of trade media in Sydney last week to hear the main message. The privately owned company is accelerating its expansion across Australia as it strives to introduce its five-star hospitality brand to every state capital city. Driving this Amora growth is Tamer Habib, Vice President of Operations. Habib is leveraging his 25 years of hospitality expertise to lead the company into an exciting new era.

Tamer Habib, Vice President of Operations.

Amora operates three hotels in Australia: Amora Hotel Jamison Sydney, Amora Hotel Riverwalk Melbourne, and Amora Hotel Brisbane, which made its debut in March 2024 following a comprehensive AUD 25 million (USD 16.4 million) rebranding and refurbishment.

The Amora Group owns and operates various quality hotel properties in Australia and Thailand, focusing on business and leisure accommodation and superior service. “One of our core strengths is that we are an owner-operator so that we can control every aspect of our involvement. And this will continue as we expand. We are mainly seeking rebranding and refurbishments, as well as potential conversions.

Crucially, every Amora property must be in a prime location and operated under the Amora brand. Expansion comes with the challenge of integrating the Amora processes and systems to maintain a sense of uniformity across the group, ensuring the standards and values that set us apart from the competition are consistent.  We recently established a regional office in Sydney to integrate Operations, Finance, HR, Procurement and Asset management activity across all properties into a cohesive mechanism that delivers economies of scale.” Habib said.

He recently embarked on a productive business development trip that included visits to Adelaide and Perth—two key cities in Amora’s development strategy. The group is also discussing future opportunities in the centre of Auckland as it spreads its wings across the Tasman.

For additional information or to make a booking, visit https://www.amorahotels.com/.

Written by John Savage

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