British Airways (BA) is launching a pop-up venue called Flight BA2012 this spring, showcasing the works of the three BA Great Britons, including Michelin-starred chef Simon Hulstone.
Located in East London, the space will comprise an art gallery, cinema and dining lounge featuring the result of the BA Great Britons Programme, which was launched last May to showcase the best of British talent in food, art and film in the run-up to the London 2012 Games.
The pop-up will run from 4 to 17 April, and will showcase artwork from Pascal Anson, created under the guidance of Tracey Emin; a short film by Prasanna Puwanarajah, whose mentor was Richard E Grant; and Hulstone, head chef at the Elephant restaurant in Torquay, Devon, who created a British menu in collaboration with Heston Blumenthal.
Entrance to Flight BA2012 will cost £50 including access to the exhibition and Hulstone’s three-course menu plus amuse bouche and petit fours (which will be available on BA long-haul flights between July and September).
Frank van der Post, BA managing director of brands and customer experience, said: “We wanted to bring the flying experience to the public, allowing guests to preview our in-flight entertainment, celebratory aircraft livery and on-board menus in anticipation of the London 2012 Games.”
By Kerstin Kühn
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