The Cube by Electrolux Brussels Architecture, Architect Project Design Photos

The Cube by Electrolux : Brussels Building

Restaurant Development in Belgium design by PARK Associati

post updated 14 May 2024

Design: PARK Associati

Restaurant in Brussels

Photos by Andrea Martiradonna

THE CUBE – Dining with a View – itinerant restaurant commissioned by Electrolux, celebrated its’ opening on Friday, 1 April, 2011 in Brussels. The project was conceived and organized by the Belgian event agency Absolute Blue; the design of the pavilion, as well as the interior design, was developed by the Italian firm Park Associati, Milano; Logo and Texture Design by Studio FM Milano.

8 Aug 2011

The Cube by Electrolux Brussels

Designed to visit unexpected and dramatic locations throughout Europe, THE CUBE – Dining with a View- was launched in Brussels where it sits atop of the Parc du Cinquantenaire, close to the headquarters of the European Community. It will be open for lunch and dinner in this location until the 3rd of July, temporarily transforming Brussels’ skyline with it’s presence.

The restaurant will be active simultaneously in twin structures; two Electrolux Cube’s will travel across Europe offering a memorable dining experience for 18 guests per setting in magnificent locations: Belgium, Italy, Russia, Switzerland and Sweden. The semi-transparent structure will reside 3 months in each location and will be seen on top of buildings, monuments and on occasions, even floating on water.

The interior of the THE CUBE has been designed to suit different arrangements; the pavilion consists of a large open-planned space with a visible kitchen and a single large table that can be made to disappear by raising it up to the ceiling to form a lounge area for use after eating. The total floor area of 140 sqm is divided between the open-planned space and a 50 sqm terrace.

In the kitchen, fitted with high-tech appliances in typical Electrolux style, top international chefs will take turns in offering guests a show-cooking service with specially created menus.

THE CUBE has been conceived as a module that can be put up and taken down relatively easily, one that suits all climatic conditions, even the most extreme, while always expressing the maximum in living comfort with its refined aesthetics and use of high-quality materials.

The construction has the lightness and versatility of an exhibition stand yet with the design complexity of a building. It uses materials that are highly innovative in terms of technology, eco-sustainability and energy saving as well as enabling constant re-use.

The pavilion’s lightness of form is emphasised on the exterior by its white colour and given a sense of movement through the use of an aluminium “skin” that has been laser-cut to create a texture with a geometric design that covers the whole of the outer surface. The base of the building, slightly raised with respect to the ground, accentuates the idea of lightness and the cleanness of form that characterises the entire structure. Inside, more highly advanced technological solutions can be found in the lighting, heating, sound system and of course, the kitchen equipment.

The Cube by Electrolux – Building Information

Client: Electrolux Home Appliances Emea N.V.

Dates
Project: Jun 2010
On site: Mar 2011
Completition: Apr 2011

Address: Bruxelles, Cinquantenaire

Architecture and Interior Design: Park Associati, Milano – Filippo Pagliani, Michele Rossi

Design team:
Lorenzo Merloni (project leader); Alexia Caccavella, Alice Cuteri, Fabio Calciati_Rendering

Event concept and project management: Absolute Blue, Bruxelles

Logo and Texture Design: Studio FM, Milano
Cristiano Bottino, Barbara Forni, Sergio Menichelli with Libero Corti

Contractor: Nüssli AG, Frieder Braun, Maurizio Ledda, Maik Rauch

Mechanical and Electrical engineering: Greenville, Milano ; Ing. Fabrizio Onofri

Floor coverings: FMG SpA, Fiorano Modenese (MO) ; Greenwood srl

External lighting: I Guzzini, Milano
Internal lighting: Zumtobel SpA, Milano

Appliances
Electrolux Home Appliance ; Electrolux Professional Appliance, Stockholm, Sweden

Hood: Max Fire SpA, Villotta di Chions, (PN), Italy

Furniture: Driade, Milano

Carpets: Kasthall Italy, Milano

Brussels Location

Local Architect: A2D, Tervuron, BE – Bruno Delva
Area: 140 sqm

Photos: Andrea Martiradonna

The Cube by Electrolux Design Team

Absolute Blue
Event concept, event producer and project management. As event producer, Absolute Blue created the overall concept of THE CUBE experience for Electrolux.

Absolute Blue is responsible for the overall quality and project management of the experience including the selection and organization of the landmark locations, contractual agreements with local authorities, and supervision of the installation of the pavilion in the various locations. Absolute Blue appointed Park Associati (architecture) and FM Studio Milano (graphic design) as consultants for this project.

PARK Associati
Architecture and interior design PARK Associati, a Milan based architectural firm, is responsible for the architecture and interior design of THE CUBE pavilion. The studio developed the project from inception to execution, following all phases of design, construction, and installation in the European locations.

Studio FM Milano: Logo and texture design
Studio FM Milano is a 15 years old graphic design atelier that has been involved in the visual identity of THE CUBE since its conceptual birth. Studio FM Milano collaborated with the architectural team on the texture design of the skin of THE CUBE and with Absolute Blue on the graphic design related to the project.

The Cube by Electrolux Brussels images / information from PARK Associati

The Cube by Electrolux Previous Locations

The Cube London, England
Design: Park Associati

photo : Andrea Martiradonna
The Cube London – 11 Jul 2012
The European tour of THE CUBE continues: next stops London and Stockholm. THE CUBE is a nomadic, stateless and cosmopolitan piece of architecture, a pavilion designed to host a small, temporary restaurant. Originating from Electrolux’s concept of an itinerant restaurant, THE CUBE has been conceived and organized by the Belgian event agency Absolute Blue; the design of the pavilion, as well as the interior design, was developed by the Italian firm Park Associati, Milano; Logo and Texture Design by Studio FM Milano.