Persona

Welcome to Persona, the ultimate subterranean party hideout nestled in the heart of Lower Nob Hill at 685 Sutter Street. If the world’s burning, why not seek refuge in a place that offers outrageous cocktails and a mood-lit, theatrical atmosphere when it all goes down in flames?

Formerly known as the Cellar, Persona is the brainchild of a trio of visionary bar owners – Juan Loredo and Jose Natividad, who also co-own BarrelHouse and Vinyl Room in Burlingame, and the partnership with Matador owner Keith Goodman has brought this unique venue to life. Together with designer Craige Walters, they’ve transformed the space into a mesmerizing escape, drawing inspiration from the erotic cinemas that once lined Sutter Street during the liberating era of the 1960s and 1970s.

As you step through our doors, you’ll be transported to a world where imagination knows no bounds. The name “Persona” itself invites you to embrace a new identity as you venture deep into our inviting space. We cater to a diverse array of desires – a social club, cocktail bar, after-work haven, and a versatile event space.

Our venue offers ample room for entertainment of all kinds, from live music and art showcases to business gatherings and social soirées, all delivered with unmatched hospitality and service. Expertly crafted cocktails await, served with flair and a touch of playfulness, while our records spin all night, setting the perfect soundtrack for your escapades.

At Persona, we encourage you to let loose, be yourself, or take on a persona entirely of your choosing. Our aim is to create an atmosphere of excitement and freedom of expression, where inhibitions are shed and unforgettable memories are made.

So, whether you’re seeking refuge from the chaos outside or simply looking for a vibrant and enchanting spot to spend your evening, come join us at Persona, where the world above fades away, and a world of possibilities awaits underground.