Noma ditches the dining room

Noma reinvents its kitchen

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The Future. Noma may be putting up the forever “closed” sign on its flagship restaurant in Copenhagen, but it’s transitioning to an artisanal consumer goods brand that will let foodies worldwide taste some of its wildest recipes. The ambition may be for Noma to create a sustainable business by democratizing access to its flavors… and build worldwide demand for its traveling pop-up experiences. 

Restaurant revolution
Noma kept its staff and is re-launching as Noma Projects — a consumer goods arm offering ready-to-eat experimental foods for which the restaurant is famous.

  • Noma Projects is starting with seasonal sauces and condiments, priced for the average consumer (under $40), and can be used in various dishes.
  • Taking its cues from streetwear, the sauces are offered in limited-edition drops, which have already been selling out in a matter of hours.

While Noma Projects may eventually set up a brick-and-mortar location, it’s opting to stay an e-commerce operation for now.

But if you still want to get the quintessential Noma experience, chef Renée Redzepi and his team will offer a tour of international pop-up experiences infused with local ingredients — such as recent stops in Kyoto and Tulum.

David Vendrell

Born and raised a stone’s-throw away from the Everglades, David left the Florida swamp for the California desert. Over-caffeinated, he stares at his computer too long either writing the TFP newsletter or screenplays. He is repped by Anonymous Content.


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