If you can make a shopping mall out of shipping containers, why not a restaurant shaped like a plane cabin? British Airways will open just such an aerial anomaly in Shoreditch next month. We're tempted to call it a pilot study.
The pop-up venue, called BA2012, will debut on Shoreditch High Street in April. Visitors can try BA's new 'Olympics-inspired menu' created by Michelin-star chef Simon Hulstone, and likely to be a darn site better than the bland, processed crap most people would associate with in-flight dining.
As well as a three-course meal, visitors will also get to see the work of two talented artists commissioned by BA as part of the Great Britons initiative — a short film by Prasanna Purwanarajah (mentored by Richard E Grant), and artwork by Pascal Anson (with tips from Tracey Emin).
So, yes, it's basically one big PR exercise for the flag carrier airline, but done with some imagination.
Flight BA2012 will land at 3-10 Shoreditch High St, E1 6PG, serving on 4, 5, 10, 11, 12, 13, 16 and 17 April. Tickets are £50 and booking information is hidden somewhere on BA's Facebook page.