Electrolux creates the buzz with its ephemeral restaurant The Cube set on top of the most unexpected European monuments. This time it’s in Brussels and it’s set up on top of the Arch of the Jubilee Parc, within a stone’s throw from the European Commission.

Although the price could be judged outrageous (150€ for the lunch, 200€ for the dinner) all seats are booked until The Cube will be disassembled in July and transported to another city. It’s therefore too late to book a seat and enjoy more than just food. Although the food must be excellent (one of the two chefs is Sang Hoon Degeimbre of the 2-star restaurant “L’Air Du Temps”), the success of The Cube is of course based on a culinary experience.

My Take:

A great example of outstanding customer experience … but not easy to reproduce.