The Minotaur is by far the smartest and most innovative pop-up that London has seen in a while. The trend started off in 2006/7 and has never really disappeared, but brands are constantly finding ways to out-do each other. The Formichetti pop up in NYC has definitely excited the fashion crowd, but in true Gaga-style, the Creative Director of Mugler has collaborated with various influencers to build and maintain the buzz.
When you have a product that really sells itself in the most unique and content driven manner, you know that you have hit gold. Tapping into a bit of Greek mythology is also rather genius and lends itself to natural levels of credibility. The Minotaur collaboration sees a Michelin Star restaurant and gallery (Kofler & Kompanie’s PRET A DINER and Lazarides Gallery) come together in The Old Vic Tunnels for a two week pop-up opening on 10th October, transforming the underground venue into an alternative cultural space featuring a labyrinth gallery of cutting edge artwork and film, a world-class Michelin Star restaurant and lounge-bar.
Steve Lazarides has commissioned a roster of artists to create their own interpretation of the classical myth, these include: Stanley Donwood, Jonathan Yeo, Antony Micallef, Conor Harrington, Doug Foster, 3D, Ian Francis, ATMA, Michael Najjar and Lucy McLauchlan. Cuisine will be provided by top Michelin-starred chefs Nuno Mendes (Viajante, London), Matthias Schmidt (Villa Merton, Frankfurt), Juan Amador, (Amador, Mannheim) and Andreas Caminada (Shauenstein, Switzerland).
For tickets and full details visit www.theminotaur.co.uk. Images by Nick Knight’s Beasting series in collaboration with John Galliano’s menswear line.