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In Santa Monica Boulevardthat mitified road of 23 km in California that extends from Sunset Boulevard in Hollywood to state route 1, is about to inaugurate a new place. Actually, this would not be news in the if it were not for the man behind the new business and because the place will not be a restaurant to use. Talk later of Elon Musk and of his next conquest.
Tesla and the hospitality. I told this week The New York Times. Elon Musk is about to debut in the world of restoration with a project as striking as controversial: a Tesla retrofuturist restaurant about Santa Monica Boulevard, in Los Angeles. With an aesthetic that refers to a flying saucer out of A movie from the 50sthe complex will combine cargo station for electric vehicles, outdoor cinema and a DID Open all night.
Musk has described it as a fusion between ‘Grease‘ and ‘The supersonic’, and is part of their vision of transforming the electricity experience of electric in a moment of leisure and cultural immersion. The restaurant, designed by The stantec firmis under construction Since September 2023 And although the opening date has not been announced, the signals (such as the recent Inclusion of a menu In the Tesla app) they indicate that its arrival is imminent.
Opportunity or the opposite. Apparently, since 2023 Tesla has been Contacting renowned chefs To lead the kitchen of the establishment, but not everyone has responded with enthusiasm. The Times explained that Caroline Styne and Suzanne Goin, prestigious Lucques groupThey rejected the offer claiming incompatibilities with their business vision and the lack of license to sell alcohol.
Styne even changed his tesla for an electric BMW as a sign of disenchantment with Musk, whose public figure has generated divisions and tensions in different sectors. Wolfgang Puck Catering He was also contacted, although he did not officially respond, and secretism around the project is such that confidentiality agreements have been demanded to potential collaborators, preventing that They are publicly spoken of the terms of any negotiation.
Conceptual image of the restaurant
Reactions in the gastronomic world. What doubt fits, despite the reservations of one, other chefs see a one in the project high profile opportunity. Walter Manzke, Del Republique Restaurantexpressed interest, like John Fraserwho has previously reflected on the reinvention of the gas station. These professionals value the potential of the Tesla restaurant to alter the way in which the gastronomic service is integrated into urban and technological life.
Max Blockexpert in gastronomic communication, believes that a concept like this, which includes projected films while dinner and service on skates, It aligns with the growing tendency of “eating for experience.”
Musk’s “weight”. Thus, polarization around Elon Musk is still an obvious obstacle. Figures like Danny Meyer (From Shake Shack) and Paul Kahan (from One off hospitality) have been skeptical or directly reluctant to associate with Tesla, not for the proposal itself, but for What Musk represents Today in the political and social debate.
Several restorers, According to the TimesThey hesitate to make public comments about the project for fear of adverse reactions. In a context where topics such as environment, inclusion or immigration are part of the identity of many restaurants, associating with a such divisive figure It can have a high reputational cost.
A dream enhanced by the electric future. It is the last of the legs to understand this new venture of the richest man of the planet. The project emerges at a time when Tesla has beforehand multiple challenges: protests In their concessionaires, White House Promises to treat attacks on brand vehicles as domestic terrorisma 50% drop in the price of their shares and a highly politicized environment.
Not everywhere, of course. In cities like Los Angeles, where Tesla has been widely adopted And its presence is almost omnipresent, the restaurant could be consolidated as a logical extension of that brand culture. For some, it is a natural evolution of the Tesla experience. For others, a risky play that mixes leisure, technology, political polarization and personal brand in equal parts.
Be that as it may, the restaurant will be much more than a site to eat: it will be a declaration of intentions, framed in a city that is still debated between the fascination with the future and the nostalgia of its own past.
Image | Tesla, Nara
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