Run your own flat-pack pop-up (for one service only)

ikea-frontIf you’ve ever fantasized about running your own pop-up restaurant, Swedish flat-pack furnisher Ikea is offering you the chance to do so this month in the heart of hipster central, better known as Shoreditch.

For one meal only between September 10 and 25, you can take over the Dining Club in Shoreditch High Street and cook to your heart’s content, inviting up to 20 friends along to share the chores or simply eat. There is, remarkably, no charge and the do-it-yourself restaurant offer includes Ikea’s own chefs (and pot-washer) to help you out as well as recipe suggestions and ingredients with a Nordic slant – think smoked venison, cured fish and pickled wild mushrooms. Those who miss out on a slot can attend free “food for thought” workshops on such topics as fermentation or Swedish baking.

Is there a catch? Seems not: Ikea explains that all this largesse “imprints the brand in the food space”, which is where it wants to be right now. Applications to

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