Next: The restaurant that takes you through multiple locations and periods of time
Posted on 05. May, 2010 by Jonathan Cherry in Streetflava, Totally Whack
If food is meant to be a gastronomic journey, restaurants theatre and chefs rockstars – why don’t you buy tickets to a set show like you would when going to see theatre. Grant Achatz, the chef of a spot called Alinea in Chicago, is planning to make that a reality.
Anyone wishing to eat at Next will pay in advance on its Web site. Like airlines, Next will offer cheaper tickets for off-peak hours. Ticket prices will also vary based on the menu, but will run from $45 to $75 for a five- or six-course meal, according to the site, nextrestaurant.com.
The menu will change four times a year, with each new edition featuring the cuisine of a particular place and time. When the restaurant opens, Mr. Achatz said, the theme will be Paris in 1912, with painstakingly researched evocations of Escoffier-era cuisine. Three months later, the kitchen will turn out a fresh set of recipes — evoking, say, postwar Sicily, or Hong Kong 25 years from now, with modern techniques employed to imagine the future of Chinese cuisine. [More via NYTimes]
The whole thing is right up our street. We call it ‘Fantasy Reality‘ marketing and as luck would have it we’re hosting this year’s BRAND HOOLIGANS conference in October around that exact theme. If you’d like to be personally mailed when tickets and more details for that event are revealed – please just let us know via e-mail: jon [at] cherryflava [dot] com.
