Montreal-based Muvbox set up its prototype pop-up diner in the Old Port of Montreal recently and will be serving lobster to hungry passersby for the remainder of the summer. The interior design and architecture, developed by Sid Lee Architecture in collaboration with AEdifica, will stand apart from other portable diners because of the unique way it transforms from a box into a restaurant, and because design details that include self-sustaining energy and waste components, explains JF Bouchard, president of Sid Lee.
With the restaurant this summer, Muvbox is hoping to attract restaurant operators, festival purveyors and retailers who would be willing to launch their own outlets. While advertising on the outside of the box is not available, Bouchard says he would love for advertisers to use the box for promotional efforts at outdoor events.
‘What we would like to do with brands is offer the box to companies who have a presence [at] festivals or who want to use this as a kiosk or promotion tool,’ Bouchard tells MiC.
There is no campaign in the works to promote the product itself, but Bouchard says that’s where Muvbox’s unique design features come into play. ‘The whole idea is to create a product that is embedded with so much originality and so much richness that there is a narrative to it that consumers will be compelled to talk about,’ he says.
