Electrolux is more usually associated with dishwashers and fridges than fine dining but the brand has just launched The Electrolux Cube in Belgium’s capital Brussels, sitting atop the city’s Parc du Cinquantenaire. The first in a series of unique temporary dining concepts, it will be followed by two further Electrolux Cube restaurants popping up on landmark sites across Europe over the course of the year.
Each Cube will offer a memorable dining experience for 18 guests per sitting and the transparent and semi-transparent structures will pop-up on monuments, buildings and even water platforms in Belgium, Italy, Russia, Switzerland and Sweden for three months at a time in each location.
"The Cube by Electrolux will offer guests wonderful, exclusive cooking and food experiences," says Neil Gannon, Director of Marketing expertise at Electrolux. – Whilst guests enjoy the evening, we also want to give them the opportunity to interact and learn from the professionals. We want to show people it doesn’t have to be difficult or expensive to create great experiences as long as you have the right tools.”
The Cube will feature a different hand-picked resident chef at each venue and will offer tailor-made recipes using locally sourced ingredients – all prepared on state-of-the-art Electrolux appliances. When guests first arrive, the 140sqm space will be open-plan for mingling and sight-seeing from an external platform but when dinner is ready, a concealed dining table will drop from the ceiling. An open kitchen will sit at the centre of each Cube so diners can watch the chefs at work and a series of special events is also promised to marry fashion, music and, of course, taste.
The aim of the game is to create an experience that surprises guests with both fantastic tastes and breathtaking views and inspires them to explore their own creative boundaries next time they entertain at home – which presumably stretches a bit further than finding new ways to stack the dishwasher.