Ikea opens a DIY supper club in Shoreditch

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 country 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."

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Making media fun again: why we must free our industry from outdated models
Shares0
Share

1 Making media fun again: why we must free our industry from outdated models

The industry needs an audience-first media revolution that balances brand and outcomes, writes Mindshare's global chief executive.

Just published

More