Just the ticket: The Next thing in dining

Chicago – Diners will buy tickets to visit the Next Restaurant, which is advertised in a movie-style trailer on its website.

As if its diners are part of a documentary, the restaurant will serve four menus per year based on great culinary moments of the past and in the future. One stop is Paris in 1912 and another is Hong Kong in 2036.

Developed by Grant Achatz, the chef behind the Alinea restaurant in Chicago, Next will have a team of chefs to investigate, test, refine and present authentic menu interpretations from different cultures, places and times. Tickets will cover all charges, including service.

Brands are increasingly turning to the medium of film to promote their products. Read about a hotel brand and a sportswear label doing just that.