Electrolux restaurants pop up around Europe

Household appliance manufacturer Electrolux is to open a series of pop-up “Cube” restaurants placed on iconic European landmarks to convey the “theatre” of its products.

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The Cube on the Parc du Cinquantenaire, Brussels

The first Cube opens today (1 April) on top of the Parc du Cinquantenaire in Brussels and will serve food prepared on Electrolux appliances.

The kitchen in each Cube will be on display in the centre of the restaurant to demonstrate the products in use.

Neil Gannon, director of marketing, says: “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.”

He adds the aim of the campaign is to stimulate guests to “explore their own creative boundaries” the next time they are entertaining at home.

The restaurants’ dining tables will be concealed and drop from the ceiling when meals are served.

The Cube will travel across Europe after its three month tenure in Brussels to Italy, Russia, Switzerland and Sweden.

Electrolux sells more than 40 million household and professional appliances in more than 150 markets a year. It had sales of £10.4bn in 2010.

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