Though it might be odd to witness new rave kids flaring up at a traditional, Old English font-bedecked pub, this venue’s popularity rides on one thing: it’s owned and operated by the ultimate hipstersexual publication, Vice.

So how do the self-imposed purveyors of cool make party? For one thing, never run dry: a large shellacky bar on the first floor loops in several unaffected bartenders hosing down a standard selection of tap beers like Stella and Becks. Secondly, dance dance dance: an upper level floor holds a black box stage area to showcase upcoming bands, mostly of the indie rock, plaid button-down variety and good for grunging to. The final, and perhaps most important, tactic is to create lots of dark, cavernous areas—booths, stairways, hallways—that encourage a reputation as a meat market. And there you have it.