Up until this week, there were very few people in Edinburgh - and even Morningside - who had heard of the Morningside Club.
The vast majority of local traders and residents were blissfully unaware the club, which only has 90 members, existed - the only clue being a small brass plaque at the door.
All that is set to change, however, following the publication of a special feature on the little-known institution, which is 'hidden' in plain sight at 3 Morningside Park.
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Published on Wednesday, the piece, by BBC Scotland's Angie Brown, lifted the lid on the so-called 'secret' social club, revealing a veritable warren of private lounges, games rooms and beer cellars.
Since then, the 73-year-old club, which is looking to increase its number of members by relaxing the strict policies of yesteryear, has been the talk of the toon and is creating a real buzz on social media.
On Thursday afternoon, we had the privilege of checking out the Morningside Club for ourselves.
Chapping the club's blue painted door, which to the untrained eye looks just like a regular ground floor Morningside tenement entrance, we were greeted by the friendly face of Mr Alexander Hall, the club's longest-serving member, who warmly ushered us inside.
"I joined the club when I was 15 back in 1959," Alexander told Edinburgh Live. "I had a short break when I got married, but then rejoined again and have been here ever since.
"The idea that the club is this big secret.. I don't know how it is that folk don't know about us. There was a point a few years ago that we were putting flyers in people's letterboxes all around Morningside. There's nothing 'secret' about it, butI think that's all going to change now."
Inside the club, the halls and most of the rooms have thick royal blue-coloured carpets emblazoned with the letters 'MC'. There are framed pictures on the wall displaying vintage images of Morningside on the wall.
At the front of the building is the bright and airy main lounge with adjoining bar area. It's a cosy space that benefits from a lot of light thanks to its large bay windows.
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To the rear of the club, there's a TV room, and across from that the darts room, with a second games room situated to the rear of that. There are separate toilet facilities for gents and ladies - and you can tell the latter was installed fairly recently.
By far the most impressive space, however, is the billiards room. The club boasts two full-size snooker tables with racks of cues and pictures of legends of the game on the walls.
Alexander continued: "This is a social club. We have snooker competitions that run right through the year, darts competitions as well, and then there's the bowling and the golf, for which we have about five outings a year.
"It's a lot quieter now than what it was, but it can still be quite busy some nights."
While the club had a healthy membership for many years, joining the Morningside Club was not exactly a straightforward process.
For a start, the club was men's only (women have only recently been allowed in) and there was a hefty seven-year waiting list in place.
To apply, you would need referrals from two existing members. Then, having met that criteria, the decision would go to a committee, who would carefully consider your application.
But now, the old conventions of yesteryear are being ripped up as the club sets about addressing its membership shortage.
Alexander Hall says he's open to the club making it easier for people to become members.
The 80-year-old said "In the past, you had to be introduced by a member, but they're relaxing that a bit now.
"What they used to do was have a committee meeting and any prospective new members would have to be invited along to the meeting. They'd then be interviewed and if it was a 'yes' then that was it.
"I don't mind [the changes]. Everybody's looking for new members, but I'd say most clubs are quite quiet just now.
"In 1959, when I joined, it was heaving. The place was mobbed. We had 150 members and you've seen the size of the place - you can imagine."
Click on the gallery link below to see inside The Morningside Club for yourself.
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