When I was living in New York a few months ago, I was fascinated by the diversity of restaurants and wondered how they managed to keep the customers loyalty in a market where it is so easy to go next door to seek diversity. Then, I found the restaurant who discovered the trick to constantly reinvent themselves and create an new experience for each client, loyal as he or she may be.
What Happens When is a temporary restaurant which recreates it self from setting, decoration, to menu, every 30 days, in order to surprise the client each time, to "make people look around, to invite wonder and reflection. Each month, a new "Movement" appeared, the inspiration was explained on the restaurant website, created the event and invited people to wonder.
When I was living in New York, this place was my favourite place to go. Unfortunatly, as I am writing to you I just discovered that What Happens When closed its doors last week... I just wanted to show my support and to say thank you to all the team of people who developed a concept which, to me, is probably one of the most innovative and inspiring restaurant concept.
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