Ground breaking design, stunning locations and incredible gastronomy, The Cube by Electrolux which was designed by Park Associati, Milano – Filippo Pagliani, Michele Rossi takes fine dining to a new level! Our fanatic YATZEReaders will say they’ve seen this before; and yes, something similar was proposed by Art Home nearly two years ago on Palais de Tokyo in Paris. Today, Electrolux travels across countries of Europe and Russia, where two spectacularly designed restaurants will pop up over the course of 2011, on a series of some of Europe’s most legendary landmarks, inspiring guests with wonderful meals, events and once-in-a-lifetime views.
The world known appliance manufacture has created this temporary pop up dining concept - a portable restaurant with never-before-seen views. At the moment (30 March-3 July 2011), The Cube is atop Parc du Cinquantenaire arch in Brussels, aiming to create an experience that surprises and inspires fantastic tastes, gastronomic hints and tips from some of the world’s greatest chefs, ultimately stimulating guests to explore their own creative boundaries next time they entertain friends or family at home.
“The Cube by Electrolux will offer guests wonderful, exclusive food experiences. While guests enjoy the evening, we also want to give them the opportunity to interact and learn from the professionals we work with. By sharing professional shortcuts we want to show people it doesn’t have to be difficult or expensive to create great experiences as long as you have the right tools.” Neil Gannon, Director of Marketing Expertise, Electrolux
Aerial pictures by Wim Robberechts & Co.
Helicopter film pilot : Capt. Thierry Soumagne (HSB)
The two Electrolux Cubes will be travelling across Europe contributing to memorable moments, and marvelous dining experiences for 18 guests per setting. The transparent and semi-transparent structures will be seen atop of monuments, buildings and even water platforms in Belgium, Italy, Russia, Switzerland and Sweden but only for three months at each location. Each country will feature a different hand-picked resident chef at each Cube and will offer tailor-made recipes using locally sourced ingredients and all prepared on state-of-the-art Electrolux appliances.
Upon arrival guests will have time to explore the 140 square meter space; The Cube will be open for entertaining and some great sightseeing, especially from the external platform. The Cube is designed in such a manner as to provide uninterrupted views through the glass balustrades. A dark-brown tinted deck platform contrasts with the all-white setting of The Cube. The interior is white Corian™ in combination with matt and glossily varnished wood. The wooden floor and carpet under the tables give it extra warmth and atmosphere. The sensually pleasing pebble-like white seating on the platform allows time for relaxation and explicit views. When dinner is served in the state of the art Electrolux kitchen the concealed dining table drops from the ceiling to seat the 18 guests before being raised again for after-dinner drinks and mingling. The guests explore city views through the main façade or can also enjoy city views through the pierced hexagonal shapes in the white, laser-cut aluminum outer-shell. Everything in The Cube apart from the floor is white.
The Cube by Electrolux offers meals twice a day, every day for three months in each location – lunch between 12:30 and 15:00 and dinner from 18:00 to 23:00 during the week and special brunch and dinner times at the weekend. Booking can be made on-line at www.electrolux.com/cube.
PROJECT CREDITS // Electrolux - The Cube
Client: Electrolux Appliance Spa
Project: June 2010
On site: March 2011
Completion: April 2011
Location: Bruxelles, Cinquantenaire
Architecture and Interior Design: Park Associati, Milano // Filippo Pagliani, Michele Rossi
Design team: Lorenzo Merloni (project leader), Alexia Caccavella, Alice Cuteri, Fabio Calciati_Rendering
Event concept and project management: Absolute Blue, Bruxelles, Patrick Nassogne
Logo and Texture Design: Studio FM, Milano // Cristiano Bottino, Barbara Forni, Sergio Menichelli with Libero Corti
Contractor: Nüssli AG // Frieder Braun, Maurizio Ledda, Maik Rauch
Mechanical and Electrical engineering: Greenville, Milano // Ing. Fabrizio Onofri
FMG SpA, Fiorano Modenese (MO) , Greenwood srl
External lighting: I Guzzini, Milano
Internal lighting: Zumtobel SpA, Milano
Appliances: Electrolux Home Appliance, Electrolux Professional Appliance, Stockholm, Sweden
Hood: Max FireSpA, Villotta di Chions, (PN), Italy
Furniture: Driade, Milano
Carpets: Kasthall Italy, Milano
Local Architect: A2D, Tervuron, BE // Bruno Delva
Area: 140 sq/m.