Test Kitchen—inspired by GANNI’s latest collections, Noma’s seasonal menus will bring an immersive experience where taste and texture intertwine. 

Primary Target Audience
Millennials — Ages 25 - 40
Urban professionals with high disposable income. Sustainability-conscious, digitally engaged, and value exclusivity.

Secondary Target Audience
Gen Z — Ages 18 - 25
College students with medium to high disposable income. Experience-driven and enjoy immersive brand experiences.

63% of Millennials are willing to pay more to purchase environmentally sustainable products.
According to a study by Deloitte.

78% of Millennials would choose to spend money on an experience or event over buying something desirable.
According to Forbes.

80% of customers say the experience a company provides is as important as its products and services.
According to a study by Salesforce.

Noma risked closing after they came to the conclusion that their restaurant was not profitable due to the business model they had set. They have now shifted to experimental pop-ups rather than focusing on a full-time restaurant operation. Having this collab and a set guide for the pop-ups will not only introduce them to a new audience, but GANNI as well. For Noma, further strengthening that creativity goes beyond the plating, and for GANNI that sustainability goes beyond the runway.

One of the many ways both brands have managed to prove to the public that they are culturally relevant, is through their celebrity collabs. Both have invited guests to events that align with the brand and are sure to bring in buzz. With the brands merging, it will imperative for them to attract a high-profile guest list, generating significant social media attention, while reinforcing the exclusivity of the collaboration.

Noma’s pop-ups in Tokyo, Mexico, and Sydney have been massive successes, selling out instantly and demonstrating their ability to create exclusive, location-specific dining experiences. A pop-up or seasonal menu inspired by GANNI at Noma would not be their first experimental venture. Their history of executing globally successful experiences indicates that this collaboration would be met with high demand.