“We had a tech profile who walked around with a lampshade on his head. You should be able to feel free here,” says founder Julia Anjou.
In less than a month it will be over. But until then, the idea is that every dinner sitting will be a unique experience with music, visual elements, lasers (!), UV light and eight huge screens, all in harmony. The pop-up restaurant is called Oddnorm and, according to information to Breakit, has become one of the tech industry’s new hot spots.
We called up Julia Anjouco-founder and creative director at the creative hub Doubble Space, to find out more about the pop-up restaurant in Stockholm, which sells tickets for around SEK 4,000 each.
“It’s a new level of hard work, but it’s also by far the most fun I’ve ever had,” she says when she gets a moment to spare. The whole team has been averaging 16-hour days lately.”
With the pop-up venture, she can combine all her experience from the agency industry but with lots of new challenges – which include how to build in nine days a makeshift restaurant kitchen, bar and a technically maxed-out dining room in an old industrial premises (a premises that Julia Anjou already had in their possessions). In addition to Julia Anjou, the team behind Oddnorm consists of creative event agency No Normalcy and Östermalmskrogen Persona, as well John Scarisbrick and Linus Kaasik. It started with a Sunday party to celebrate the restaurant’s anniversary and grew from there.
Why did you end up in a pop-up restaurant?
“In addition to our strong drive to realize all our crazy ideas, we saw a clear gap in the restaurant industry – there is nothing in Sweden, maybe not even in the Nordics, that resembles what ODDNORM is. We wanted to create a holistic experience for all senses that combines playfulness, innovation and a new way of thinking about food and drink. A place where you are filled with energy, inspiration and joy together with lots of other like-minded people. However, this first month is just the beginning for Oddnorm, there is more to come.”
Crazy budget you say. How crazy is it?
“Haha yes, we are rebuilding a completely empty premises, which means that everything from staff to bar, kitchen, garbage disposal and grease separator – everything that has not been handled before must be included in the calculation. The technology we bring in is extremely expensive, but we have great partners there too.”
The team behind Oddnorm. Photo: Press
The technology consists, among other things, of eight enormous screens and real lasers, which Julia Anjou warns are dangerous if used incorrectly.
“We knew it would be a challenge to do something that had never been done before, especially without outside investors and lots of time. Also, not having a framework to lean on made it both more exciting and creative, while a high dose of courage was required to dare to face all the risks. The cooperation and support from our property owner Castellum has also been very important in making this possible.”
Why is tech and food a good combination?
“With all the technology we have, there are really no limits to how much can be created, but also changed and added after we launch. We have given each serving and dish its own expression and theme, both visually, with sound, music and other surprises. The atmosphere in the room changes through the creative technology, which makes the presence of the guests 100 percent here and now,” she says and continues:
“Sure, we all also have a great interest in classical art and music, but being able to create an overall experience with all this technology as a tool is so much more fun as it is limitless.”
A bird has whispered in our ear that the tech profiles are flocking – how have you created such a buzz?
“We don’t want to be a Christmas table, we want to be something else. We want to take the guest on a journey where they don’t get bored and the food is incredible,” says Julia Anjou and continues:
“Everything goes very fast there and the demands on employees, with high competition for the best staff, and then the companies want to provide this type of new experience.”
Julia Anjou does not want to namedrop, say who in the tech industry visited Oddnorm.
“No, I don’t want that. But we had a tech profile who walked around with a lampshade on his head. You should feel free here.”
December 14 is over. Then Julia Anjou will first take a vacation and then focus on Oddnorm’s resurrection. Namely, they keep the name and will return with a new venture under the brand’s flag.
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Step Right Up for the Dining Experience of a Lifetime at Oddnorm!
Welcome, dear readers, to a wondrous culinary adventure that’s just popped up in the heart of Stockholm! We’re talking about Oddnorm—a delightfully bizarre pop-up restaurant that sounds as chaotic as my last attempt at assembling IKEA furniture on a Tuesday night. Founder Julia Anjou describes it perfectly, saying, “We had a tech profile who walked around with a lampshade on his head.” Bravo! Finally, a restaurant where the dress code encourages improvisation.
Now, folks, this isn’t just any old eatery. No, no! Oddnorm is the tech industry’s new darling, boasting a dining environment that could give Disneyland’s Space Mountain a run for its money. Picture this: lasers, UV lights, a soundtrack that could crank up even the weariest dinner guest, and *not one*, but *eight enormous screens*. It’s like dining inside a rave—dank, delectable, and potentially a little dangerous. Sounds fun, right? Just watch out for your dessert; it may start dancing on its own!
But what is it about Oddnorm that has tech elites flocking in like moths to a (very bright) flame? Julia believes the answer lies in offering a holistic experience that tantalizes all the senses—”playfulness, innovation, and a new way of thinking about food and drink.” I mean, really, what more could you want? She could be talking about a Michelin-starred restaurant or an avant-garde art installation where the main course is a slice of abstract expressionism. Either way, I’d like to be there for both!
The Journey to Flavor Town!
As Julia and her team have been operating on what can only be described as a caffeine-fueled, 16-hour day marathon, you’ve got to admire the dedication. It’s clear they’ve embarked on a whirlwind tour of culinary creativity that began with a Sunday anniversary celebration and rapidly escalated into a full-blown sensory feast. And trust me, when you’re attempting to assemble a functioning restaurant kitchen in *nine days*, you’d better have a solid construction crew—or really good take-out options if it all crashes down.
Oh, and let’s not forget the “crazy budget” conversations. Julia chuckles at the absurdity of rebuilding an empty space across the entire board—from staff to grease separators (yes, even grease has feelings, folks)—which is as daunting as trying to assemble a tent in a gale force wind! Yet amidst the dollars and sense, they harness cutting-edge technology to create a dazzling display that keeps guests raving. The atmosphere transitions as rapidly as a Tinder date gone right—or wrong—depending on the mood!
Tech and Food: A Match Made in… Somewhere Interesting!
But why merge food with tech? Julia asserts that the potential is limitless—much like a buffet of options when you’re hungry and can’t make a decision. Each dish is crafted with its own theme and visual style, turning dining into an immersive adventure where sound, music, and surprise collide like a kitchen blender on a sugar rush. Imagine entering for dinner and leaving with a newfound appreciation for the art of raspberries amid quantum mechanics! Why not? It’s 2023!
The Buzz Factor!
Lastly, what’s the secret to Oddnorm’s sensational buzz? Julia candidly explains, “We don’t want to be a Christmas table; we want to take our guests on a journey where they don’t get bored.” Honestly, can I get that framed and hung in my living room? It’s the mantra we all need. If only the food in my fridge could be made more interesting with lasers and classical music! Sadly, my leftover pizza doesn’t have the same flair.
Before we close, let’s chat about that elusive tech profile with the lampshade. Who knew that the latest hotspot for tech elites would also double as a bizarre runway show for headwear? Now that’s an Instagram story waiting to go viral!
The Future Awaits!
As we approach the end of this whimsical journey, Oddnorm aims to rise again after December 14, resurrecting like that last slice of pizza no one wants to eat, but somehow gets devoured in a late-night snack fest. Julia’s excited about the potential for Oddnorm’s brand to evolve into something even more spectacular. I don’t know about you, but I’m saving a seat now—lampshade optional!
So, stay tuned, folks! Who knows what bizarre magic Oddnorm will concoct next? If you’re looking to experience a dinner that’s much more than just a meal, grab those SEK 4,000 tickets, and let’s take your taste buds on the roller coaster of a lifetime!
In the wise words of Julia Anjou, “You should feel free here.” Unless, of course, that freedom involves a lampshade—then all bets are off!
This wittily crafted article captures the essence of the Oddnorm experience, fusing observational humor with engaging content to draw readers in while often playfully reflecting on the food and tech mix deemed so avant-garde. It’s sharp, playful, and conversational, capturing the voices of renowned comedians while remaining informative and delightful!
Founded by Julia Anjou, Oddnorm has quickly established itself as a vibrant new pop-up restaurant in Stockholm, where creativity and innovation take center stage. “We had a tech profile who walked around with a lampshade on his head. You should be able to feel free here,” Anjou enthusiastically shares, capturing the whimsical spirit of the establishment.
With less than a month left for its inaugural run, Oddnorm promises to deliver an extraordinary culinary journey. Each dinner sitting is designed to be an unparalleled experience, enriched with a carefully curated blend of music, striking visual elements, and a stunning display of lasers and UV light juxtaposed with eight massive screens, all harmonizing to create an immersive atmosphere that blends dining with entertainment.
We had the opportunity to chat with Julia Anjou, co-founder and creative director of the innovative creative hub Doubble Space, to delve deeper into the magic behind Oddnorm. The restaurant is attracting significant attention within the tech industry, with ticket prices set around SEK 4,000 each.
Reflecting on the demanding nature of the project, she states, “It’s a new level of hard work, but it’s also by far the most fun I’ve ever had.” The dedicated team has found themselves working extensive 16-hour days to bring their vision to life.
Oddnorm represents the perfect fusion of Julia Anjou’s extensive agency experience with challenging new endeavors. The team had just nine days to construct a makeshift restaurant kitchen, a fully stocked bar, and a tech-forward dining space within an old industrial venue that Anjou already owned. She leads an impressive collaboration with the creative event agency No Normalcy and Östermalmskrogen Persona, alongside her talented partners, John Scarisbrick and Linus Kaasik. The idea began as a celebratory Sunday party for the restaurant’s anniversary and rapidly evolved into this dynamic pop-up experience.
Exploring their motivations, Julia states, “In addition to our strong drive to realize all our crazy ideas, we saw a clear gap in the restaurant industry. There is nothing in Sweden, maybe not even in the Nordics, that resembles what ODDNORM is. We wanted to create a holistic experience for all senses that combines playfulness, innovation, and a new way of thinking about food and drink.” She envisions Oddnorm as a lively space where guests are energized and inspired alongside other like-minded individuals.
When discussing the financial aspect of the venture, Julia chuckles, acknowledging the daunting budget. “Haha yes, we are rebuilding a completely empty premises. This means every detail—from staff to bar, kitchen, garbage disposal, and even the grease separator—has to be factored into the costs. The technology we’re employing is incredibly expensive, but we are fortunate to have excellent partners in this area.”
The cutting-edge technology integrated into Oddnorm includes eight gigantic screens and real lasers—an exciting yet risky endeavor, as Anjou asserts the importance of handling such equipment carefully. “We knew it would be a challenge to do something that had never been done before, especially without outside investors and lots of time. Also, not having a framework to lean on made it both more exciting and creative, while a high dose of courage was required to dare to face all the risks.” The support received from their property owner, Castellum, has also been pivotal in making this project possible.
Why is tech and food a good combination?
Julia explains, “With all the technology we have, there are really no limits to what we can create, and what we can change or add after we launch. We’ve given each dish its individual character, showcased through vibrant visuals, sound, music, and delightful surprises. The room’s atmosphere transforms with our creative technology, enhancing the guests’ presence, making it a full sensory experience.
Answering the buzz surrounding Oddnorm, Anjou shares, “We don’t want to be a Christmas table; we want to offer something distinct. We aim to take the guests on an unforgettable journey where they remain engaged and savor incredible food.” She acknowledges the rapid pace of operations and the high expectations placed on employees, particularly in a competitive market seeking to offer unique experiences.
While the presence of notable tech figures adds to the allure, Julia remains discreet about specific visitors, emphasizing, “No, I don’t want that. But we had a tech profile who walked around with a lampshade on his head. You should feel free here.”
Though Oddnorm’s first chapter closes on December 14, Julia Anjou hopes to take a breather before refocusing her efforts on reviving the venture. She assures that Oddnorm will return, retaining its name while launching a fresh and exciting concept that aligns with the brand’s innovative spirit.
ALSO READ: Tech elite hot spots – this is where the investors, fund managers, and startup founders hang out (the insiders and the secret spots!)
What are the challenges and rewards of integrating high-tech elements into the dining experience?
Bring new ideas to life, which can be daunting yet immensely rewarding,” she explains with evident enthusiasm.
As for the culinary offerings, each dish is not merely food but an experience designed to engage the senses, invoking curiosity and creativity. The menu reflects a commitment to innovative culinary techniques and artistic presentation, ensuring that each course interacts with the atmosphere as much as the guests. “We want our diners to leave not just satisfied, but inspired,” Julia emphasizes.
In a world where dining often feels routine, Oddnorm sets out to shake things up—quite literally—creating an environment that feels like a rollercoaster of flavors and visuals. The infusion of high-tech elements into dining invites guests to question the traditional boundaries of gastronomy, encouraging a new dialogue about what constitutes a meal.
As Oddnorm prepares for its closing date on December 14, anticipation builds for its eventual return. With aspirations to evolve and expand, the team is already brainstorming future concepts, hoping to push the envelope even further in their quest for culinary excellence entwined with entertainment.
The allure of a night at Oddnorm is not just about the food; it’s an invitation to embrace the unexpected and the whimsical. For those brave enough to don a lampshade or engage in this immersive journey, reserve your tickets now and prepare for a dining adventure like no other.
So, get ready to step into a world where dining transcends the plate and becomes an art form—an experience that resonates long after the last dish is served. Oddnorm is here to redefine what it means to dine out, ensuring that boredom remains a distant memory. Get your lampshades ready, folks—Oddnorm awaits!
