Just below the bustle of Rush Street in the Gold Coast sits this uberhip nightspot, whose name is a variation on the Russian word for 'hello' and plays on the word `private.' Modeling itself after the top clubs of Vegas, Dubai and Ibiza, guests are only admitted through personal relationships to ensure an intimate atmosphere -- there's no list or RSVP available unless it's through personal connections. Once past the exclusive door, however, the staff strives to make each guest feel like family and the concierge, Leo Fronimos, dotes on patrons' every whim from car service to hotel accomodations to dinner reservations before the night begins. The opulent, contemporary interior is marked by crystal chandelier and luxe colored lighting, including sixteen tables for bottle service. IA live DJ spins Top 40, house, trance and mash-ups nightly.