A neat little idea that has come my way from one of our correspondents in Montreal. MuvBox is a former shipping container which has been refitted to house a gourmet kitchen and seating terrace for a local restaurateur. Reminiscent of the Push Button House1 concept from Adam Kalkin we told you about earlier last month, this puts forth the idea of pop-up restaurants that have the potential to travel the world. I just think the potential of this idea is boundless. The ability for it to live relatively ‘rent free’ and therefore economy-proof (to a degree), the ability to travel to different cities during slow periods, the ability to set up shop practically anywhere, and the ability to bring quality food and unique dining experience to more people. It really ups the ante over the gourmet food trucks and Airstreams that popped up around Seattle and New York serving up things like Kobe beef burgers and crème brûlée rather than fries and hot dogs. While this one is not quite on the same level in terms of a gourmet menu, even though it is serving up lobster, the dining experience of MuvBox reminds me of the Mini-branded restaurant that opened in Paris, dubbed the Mini Palais, located in the Grand Palais (get it?). It presented an incredibly unique opportunity for the public to interact with the brand on another level. Inside, the only mention of Mini were subtle elements such as a few Union jacks, MINI fonts, and clocks modeled after MINI gauges. As far as MuvBox goes, this could be a major leap forward in consumer experience as far as restaurants go and paves the way for travelling pop-up stores. For you lovely French speaking people, check out more information here.
