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.

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.


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here