Electrolux – yes, that Electrolux has jumped on to the tragically trendy train of pop up restaurants with its traveling cube. From the site:
Combining ground breaking design, fantastic cuisine and stunning locations, The Cube by Electrolux is taking fine dining to a new level. Traveling across Belgium, Italy, Russia, Switzerland and Sweden, two spectacularly designed restaurants will be popping up at some of Europe’s most famous landmarks, inspiring guests with wonderful meals, events and once-in-a-lifetime views.
The cube is now sitting atop the Arc de Triomphe until July 3rd.
I’d love to dine at one of these iconic locations, but I wonder why a vacuum cleaner company decided to toss pop up fine dining into their marketing mix, and really, should I even be considering such a trend mash-up?