SWISS - Pop-up Restaurant Above The Clouds

SWISS - Pop-up Restaurant Above The Clouds

One of the trends highlighted in our 2014 State of Airline Marketing report are socalled ‘micro events’.

Ranging from mid-air fashion shows to inflight bingo and product giveaways, a growing number of airlines are organizing onboard events in order to turn an otherwise unremarkable flight into something passengers will tell the social circle online and offline. An interesting concept has been announced by SWISS, which will be turning flight LX 16 from Zurich to New York on 21 November into a “pop-up restaurant above the clouds.”

Chef Andreas Caminada, of Switzerland’s three-Michelin-starred restaurant Schloss Schauenstein (which is ranked #43 on the World’s 50 Best Restaurants list) - along with his entire kitchen brigade – will be cooking for “all passengers,” from First Class to Economy. Camina will also personally serve his creations – accompanied by wines that he has personally selected – with the support of SWISS’s cabin crew team.

“In addition to our ‘SWISS Taste of Switzerland’ inflight foodservice concept, we want to offer our guests a further and unique culinary highlight on this particular flight,” says Frank Maier, SWISS’s Head of Product & Services. “And we are delighted that, in collaboration with Andreas Caminada, we will be the first airline in the world to take the innovative ‘pop-up restaurant’ concept and offer it above the clouds. Further details of the themed flight are available at the event’s microsite . SWISS is also holding a special draw for the event, with a pair of Business Class tickets and four pairs of Economy tickets to win.