From Polpo banquets at festivals to lavish Pret A Diner dinners and exclusive (bookable) chef’s residencies at Street Feast, pop ups haven’t been ad hoc takeovers for a while now. Creatives, innovators and entrepreneurs have laid the path – and now, big brands with big budgets are, too, going pop – without a brick wall in sight.
First up, food trucks. From easy meals on wheels to Michelin-starred chefs behind the wheel, food trucks have turned into big business. And now, hotels have swooped in. Last year, The Four Seasons food truck did a tour of America, and this year, Bao House in Beijing, the food truck by luxury hotelThe Opposite House (and surprisingly, the city’s first food truck) has given the classic Chinese bun a rebrand, with gourmet ingredients (think sea bass with kaffir lime and Wagyu beef and black truffle) served with craft beer (Slow Boat) or G&Ts in a stylish neighbourhood.
Last week, Tart London, the high-fashion caterers (who have fed everyone from Naomi Campbell to Sienna Miller and Kate Moss) opened their first but temporary restaurant, Tart’s Kitchen, serving their signature healthy but delicious dishes. As expected, it’s tasteful, voguish and, er, sponsored by tableware company Wedgwood (to showcase the brand’s latest line).
And finally, in Holborn, you’ll find a townhouse flowing with bubbles for the takeover Les 3 Étages by Dom Pérignon. The name literally translates into three floors – so expect three floors featuring different ages (maturities) of Dom, food by Skye Gyngell and furniture by Casa Fendi. And tickets aren’t cheap, starting at £95. But they’ve all but sold out. Welcome to London post-recession.
