Paris’ Experiential Dining Event Producer We Are Ona Is Opening Its Doors in New York
In Paris’ constantly evolving culinary scene, dining in an abandoned train station or a grand Haussmann apartment are some of the city’s most coveted invitations, thanks to We Are Ona.
Who, exactly, is Ona? It’s the Catalan-derived name of the Parisian group behind stylish pop-ups with powerhouse chefs, including brutalist cuisine pioneer Carsten Holler, and fashion brands such as Chanel, Gucci, Jacquemus, Saint Laurent and Valentino.
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The group was started by chef Luca Pronzato, who cut his culinary teeth at the legendary Noma restaurant in Copenhagen.
Striking out on his own, he wanted to create more than a restaurant and imagined a full-service food studio for brands, with a staff of architects, designers and culinary directors to create immersive eating experiences.
“We like to really adapt to the universe of a brand and create a brand experience and connect to things in the food world, the culinary world,” Pronzato says.
“We felt that the industry needed something that was really focusing on experiences and really specialized in culinary experiences, that can go beyond the traditional restaurant model,” he adds. “We really wanted to create a fusion between the hospitality and the event world.”
Now Ona will open a food lab in New York City on March 1, along with an office, to expand in the U.S. market. The new outpost follows offices in London and Milan, after its Paris headquarters. Ona means “wave,” and he’s now sending ripples out across the world.
After that, during Paris Fashion Week, the team is partnering with design duo Willo Perron and Brian Roettinger. They are the founders of the Los Angeles-based visual design house behind Rihanna’s Super Bowl halftime performance, and have worked with other music artists including Sam Smith and Kesha on stage experiences, as well as fashion show sets for Rihanna’s Fenty, Alexander Wang, Chanel shows in Manchester and Shenzhen, and retail for brands including Skims and Cartier.
The pop-up is set to run March 2 to 6.
They will also organize a series of dinners for Alaia during the Paris Fashion Week, curated by creative director Pieter Mulier.
Usually set around a grand communal table, We Are Ona’s style adapts to the space: a monochrome palette underneath fluorescent lighting for Carsten Holler’s brutalist vision in an abandoned train station; a table made out of black slate and scaffolding with cinder block seating for NYC Art and Design week, or light wood topped with delicate tulips, freesias and gerbera daisies to christen the future location of Carla Sozzani’s foundation in Milan.
Food as its own art has often been an afterthought for fashion, and Pronzato set out to change that perception. “But for us, the culinary experience is an addition to all the details, an addition of different, talented people.”
They’re immersed in the art world, too, coordinating events at Art Basel Hong Kong, Salone del Mobile in Milan and Miami Design Week, and have collaborated with artists including Crosby Studios founder Harry Nuriev.
The Ona team takes on everything from the art direction to the set design. “There is big love for the creative world, and we always wanted to put ourselves in the middle of the with a culinary point of view, and what a brand wants to create for their clients, the press, their celebrities — to really create a memorable experience thanks to the culinary offering,” he says.
“We always try to understand what the brands want to showcase, whether it’s the collection or a project or the moment.”
They look at the cultural history of a location as well as the collection. “You want to keep the stories different when you go to Marseille or to Manchester. You really want to create something that respects the time and place, and also respects what the brand presents,” he says. “So it’s really a conversation and we do want to create a moment for them.”
Allowing the public access to usually rarefied spaces and events is part of Pronzato’s vision to build community through culinary experiences. That’s why they seek out unusual locations, such as the abandoned train station in the north of Paris. He revels in finding secret, hidden or unused spots.
“We kind of push doors. We really love the history of cities, so we always are trying to find exclusive locations, these incredible locations that are not really available to the public.”
The company has been doing events in the U.S., including in New York and Miami during design weeks or Art Basel. With the fashion and art chops, Pronzato wants We Are Ona to accompany its clients in the U.S. in a larger way. They also produce events in Hong Kong.
“Food is an incredible emotional way to connect with your audience, because you want to create memories. And the great thing with food is — and it’s pretty primary what I say — but people love to eat, and it reflects on how they love to eat or enjoy an experience.
“It’s an incredible way for brands to connect with their audience, and for the audience to get closer to the brand,” he adds.
While fashion brand experiences are private, the company does public pop-ups, too. The group will partner with Matter+Shape trade show, taking over the Jardin des Tuileries during the event that coincides with Paris Fashion Week. Tables are available upon reservation.
It’s something more than a meal, it’s a once-in-a-lifetime experience, he says, adding: “It’s really important for us to create a memory.”
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