Tulum’s Noma Mexico: The Experience of a Lifetime? Brekke Fletcher - CNN | |
go to original May 26, 2017 |
Rene Redzepi's Noma Mexico pop-up in Tulum sold out in three hours (Evan Sung)
How much would you pay for the hottest meal ticket in town? In a world where access is everything, high rollers (and even medium rollers who throw caution to the wind) are willing to shell out big bucks for exclusive experiences and their ancillary bragging rights. Tickets to a $750, 15-course tasting menu (which includes drink pairings and service) at Rene Redzepi's Noma Mexico pop-up in Tulum sold out in three hours last December. For those who didn't snag a ticket, there was still hope.
Earlier this year, American Express refreshed its benefits for Platinum Card holders, including the inception of "By Invitation Only," a series of rarefied and bespoke cultural experiences. (Chase Sapphire Preferred and Reserve cards provide similar premium offerings.) One of the first By Invitation Only events was entrée to the long-since sold-out Noma Mexico. (American Express was a partner and helped to finance the pop-up.)
Other than the mysterious and adventurous meal, the itinerary included a full-day of activities starting with access to Noma's renowned chef, Rene Redzepi and his team, as well as a foray behind-the-scenes of Noma Mexico's operation, from tasting indigenous ingredients and local Mezcals to a tour of Mayan ruins.
Noma Copenhagen is one of the world's best restaurants (literally, it was named World's Best Restaurant four times). Chef Rene Redzepi started planning the next evolution four years ago, and at the end of 2016 he closed down the operation in Copenhagen for the year to finalize and build out the new Noma.
In the interim, Redzepi and his team took their act on the road to create Noma Mexico. Redzepi has helmed three previous pop-ups, starting small with a 10-day stint in the summer of 2012 at Claridge's in London, then Tokyo in 2015 and Sydney in 2016.
In Tulum he and his team of 145 people (90 from Denmark, the rest local) fashioned a dreamlike, tranquil outdoor restaurant, where there was once only jungle. When the whole thing ends, 7,000 diners will have been served, including free meals for local culinary students.
While Noma Mexico received heaps of press and praise, it was also a target of occasional censure about perceived cultural and economic insensitivity (an issue that arose in both Tokyo and Mexico). Some argue that $750 for a 15-course meal in a region where locals struggle to make ends meet is not right.
Redzepi knows this, and doesn't shy away from the discussion.
Read the rest at CNN
Related: Noma Mexico Goes Beyond Delicious (Food & Wine)
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