Located in London’s Chelsea, KX (pronounced ‘kicks’) a luxury gym. Although like many gyms it offers a spa and food offerings, they have taken the latter more seriously and customers visit the restaurant in its own right rather than just stopping by for a post-workout dinner. As more people are spending time in gyms their offerings are stepping up and it is likely we will see gym-led restaurants trickle down into the premium market. Members of KX can also get all their meals from the restaurant delivered home.
Beauty brand Aesop collaborated with plant-based studio and restaurant Plates to create a set of 4 dinners across 2018 in each season: Spring, Summer, Autumn, Winter. Each dinner uses seasonal ingredients and participants eat on communal tables. As beauty and food brands start to use similar ingredients, we maybe gin to see more branded experiences and collaborations that reflect and blur the lines between the rituals of beauty and dining.
From the media title of the same name, Munchies from VICE is opening a food hall in the new American Dream 4.5 sqft shopping and entertainment complex in New Jersey. Designed to be a platform for the most creative, diverse and innovative of brands and eateries, the hall is curated by the editors themselves, translating the Munchies ideology to visitors plates. As new players enter the dining sphere, media brands are using their USP as taste makers to create real world experiential experiences. Munchies editors proclaim: “we want you to eat what we want to eat.”