Drive-through dining: Mercedes uses food artists

13.09.2012 Food : Sam Bompas : Fast-food

London – Food art masterminds and conceptual jellymongers Bompas & Parr will present their latest creation, the Mercedes Drive-Thru, this weekend in the lobby of the old Selfridges Hotel.

The latest in a series of festivals staged by online interview magazine The Avant/Garde Diaries, the event will take diners through a temporary, drive-through restaurant. A spectacular light show by British multimedia collective the Jason Bruges Studio will entertain diners as they place their orders, and food will be delivered by roller-skating staff.

Banishing memories of scoffed fast-food meals past, the event aims to highlight the creativity and dynamism of the new Mercedes A-Class. ‘We create luxury dining, and Mercedes produces luxury cars,’ says Bompas & Parr co-founder Sam Bompas. ‘Working together to create the world’s best drive-through is therefore an obvious collaboration.’

This is a great example of how brands can tap into the New Dinner Theatre trend. For more, see our Inform interview with Sam Bompas.

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