Max, Freundeskreis is opening its doors for the third time. Why is the pop-up concept so popular?
Quite simply, people enjoy eating in a place that isn’t designed for that purpose. Every time, we conjure up a restaurant out of thin air. At the moment we are making an office environment suitable for serving food, so we’re spraying silicone sealant, tearing out windows for oven ventilation, dragging around fridges and countless boxes of wine. We do all this just so that our guests can eat – and that gives eating a whole new value. People really appreciate it.
Does it also have something to do with a sense of exclusivity?
Definitely! People know it’s only temporary and it will soon disappear, so that’s why they make reservations well in advance. Sometimes they like it so much that they come back during the pop-up period. So although it’s only around for a short time, a good pop-up can reach out to a lot of people, because they come back with their friends, who in turn bring their own friends, and so on.