Their famous Swedish meatballs have long held cult status, but international homeware retailer Ikea is now set to go one step further with a new restaurant concept called The Dining Club.
Set to open in Shoreditch this September, the pop-up restaurant will see groups of diners receive instructions from the head chef, before being set to work preparing and cooking the meal themselves. Visitors will also be treated a ‘Food for Thought’ masterclass, where they will be given talks and tips on topics such as Swedish baking, the future of food, and clean eating.
(Image credit: Ikea)
The entire experience will be completely free for diners, although Ikea has confirmed that the space will also house a homeware shop and kitchen showroom. This, therefore, represents a very clever move from Ikea, combining increasingly popular and highly shareable experiential marketing with ‘try-before-you-buy’ retail.
Let’s just hope that the same can’t be said for toilet shopping at B&Q…