Vancouver’s trendy Opus Hotel has jumped into pop-up retail with the launch of its One Hundred Days restaurant–named for the length of time it will stay open.
Chella Levesque, national director of marketing for the boutique hotel, said its guests have come to expect the unexpected.
“Our core brand values are uniquely stylish and always fresh,” Levesque said. The restaurant will be remodeled permanently in 2011, and the 100-day concept “gave us the chance to reinforce the brand values as well as strategically tease that we were going to be doing something in 2011 as well.”
The pop-up restaurant, which dishes up a menu of high-end comfort food at affordable prices like mac and cheese with lobster and Dungeness crab–is decorated by Montreal graffiti artist Vince Dumoulin with splashes of paint that will change on a regular basis. Levesque said the decor is meant to be edgy and create social media buzz among the city’s young and trendy.
The core demographic for the hotel is the 30- to 45-year-old business traveler set. Levesque said an ever-evolving restaurant concept seemed to fit with their image of the hotel. “We didn’t want to do a big renovation, but we wanted to do something that would make a big impact,” she says. “The Opus brand is meant to be vibrant and colourful and stylish.”
