The Cube by Electrolux

Date: 2012

Operation of The Cube by Electrolux, London, creating a unique dining experience.

sevens7 were engaged by Electrolux Europe to operate their temporary, ‘pop-up’ restaurant The Cube by Electrolux, in London. This brand activation was designed to showcase the new ‘Inspiration’ kitchen range and to highlight their heritage and use within 50% of Europe’s Michelin starred restaurants. The Cube allowed up to 18 guests per sitting to have a unique dining experience at lunch and dinner, 7 days a week. Guests could interact with some of the UK’s top Michelin starred chefs who cooked on rotation including Daniel Clifford, Sat Bains, Tom Kerridge, The Sanchez Brothers, Simon Rogan, Simon Hulston, Tom Aikens, Tom Kitchin and Atul Kochhar. The restaurant was a striking glass and steel temporary pavillion structure built on the roof of the Royal Festival Hall, a grade 1 listed building located on London’s South Bank. Originally planned for a four month residency starting in June 2012, the project was successfully extended for another 3 months until 1st January 2013.