Ikea is opening a pop-up “DIY restaurant” in Shoreditch, east London in which successful applicants will get the chance to prepare a brunch, lunch or dinner for up to 20 friends.
Visitors will have the assistance of a sous chef and maître de, while the venue has been designed to have a homely, kitchen-style environment – but with space for far more guests.
“The Dining Club” opens on 10 September, runs for two weeks, and will offer a menu of modern sharing dishes, including some from Scandinavian cuisine. Ikea will be providing the food, drink and staff free of charge.
To cater to those without a booking, the retailer is also hosting a series of “Food for thought” workshops run by the likes of Bake Off winner Edd Kimber and Instagram star Pixie Turner, covering subjects such as 1 ingredient 4 ways, Swedish Baking, Fermentation, Clean Eating, The Future of Food, Sustainable Eating and Food Styling Tips.
The venue will also feature an Ikea shop selling the brand’s kitchen products and kitchen showrooms displaying kitchens of various sizes and styles.
Laurent Tiersen, Ikea UK deputy marketing manager, said: “The Dining Club is an exciting venture for Ikea which encompasses the sentiment that cooking together makes the everyday functional task of eating more enjoyable and adds wonder to our everyday lives at home. It’s a natural progression from the Cooks [ad] and sits within a campaign we are labelling ‘It Starts with the food’ which is all about inspiring people to rediscover the joy of the kitchen, after our insights showed that people are spending less and less time cooking and eating together.”
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