We’re living in a time where we are constantly online and pretty much all of our impressions are ﬁltered through screens. We’re also living in a world full of distraction, interruption and stress.
Dinner time has traditionally meant an opportunity to slow down and talk to our loved ones while enjoying a good meal. However, in a world where many people use their phones over 300 times a day, it can be hard to stay in the moment. People rush through their meals, or put their focus on taking photos of the food instead.
We decided it was time to do something about this and created ”Nuet” together with Zacapa Rum. A concept to reconnect, contemplate and stimulate all your senses. An experience to celebrate ”The art of slow”.
Together with top chef Edin Dzemat and some of the world’s best bartenders we created a ”here and now” food and drink experience, executed as a restaurant take over. The menu was carefully created in a symbiosis between the chef and the bartenders, pairing food and drinks, ﬂavors and textures, unexpected and traditional.
We also invited the sommelier and taste expert Mischa Billing and the mindful eating expert Maria Helander to be a part of the project, sharing their knowledge on how we can strengthen our senses and slow down. Danish violinist Andreas Bernitt also composed music for the events to further enhance the experience.
During the events no phones or digital devices were allowed, enabling people to react and interact with each other and deepen their conversations without interruptions. The guests didn’t know what dishes and drinks they were served until the full dinner experience was over. We encouraged them to be totally present and focus on the ﬂavors, textures, impressions and smells to give the act of eating the respect it deserves.
The ‘Nuet’ concept was warmly welcomed by inﬂuencers, media and visiting guests. Over 350 people visited the pop-up restaurants during the seven nights they were open. There were 80 articles and 136 social media posts written about the concept, which generated a total reach of over 14,7 million people.